Gen-X, Boomer Opps: Vans CMO mentions details about shifts in strategy

Sales Lead:  Kristin Harrer recently revealed details about the strategy shifts she's implemented since joining Vans as CMO last year.

• The company is working to "connect with a broader community" rather than solely focusing on reaching Gen-Z and millennials.
  • Vans often works with Tony Hawk; the brand wants to reach everyday people as old as Hawk rather than just his younger skateboarder fans.
  • Harrer mentioned that Gen-X boomers don't want to feel old, so it's working to empower that audience.
• The brand is leaning heavily on inclusivity marketing with the mindset that Vans is for everyone.
• I expect Vans will continue targeting younger audiences secondarily; however, it's already pretty well-established among this audience.
• The brand will likely:
  • Continue adjusting its strategy
  • Work with additional influencers
  • Keep increasing spend
• Target demographic: 
  • Gen-X and boomers

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Vans has spent approximately $27.6m on digital ads YTD, 36% more than the approximately $20.3m spent in 2021.
  • YTD data: So far this year, the brand has earned around 3.1b digital impressions via Instagram (58%), desktop video/YouTube (23%), Facebook (18%), mobile video (1%), and desktop display (1%) ads.
  • Last year: In 2021, Vans spent roughly $20.3m on this channel, 43% more than the roughly $14.2m spent in 2020.
• Additional channel insights  
  • The brand utilizes OOH.
  • Vans works with influencers such as Katy Perry, Rihanna, Justin Timberlake, Taylor Swift, and Lady Gaga.

Additional agency insights:

• Opportunity: Get in touch soon to see if Vans's parent company, VF Corporation, need brand-specific PR, creative, and/or digital analytics assistance with the Vans brand.
• Current agency roster:
  • In-House: Media
  • Starcom Worldwide: Media planning and social agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.