creating pop culture currency
DESCRIPTION
Building brand credibility and cultural relevancy: reinvigorating the Keds brand.TRANSCRIPT
BUILDING BRAND CREDIBILITY AND CULTURAL RELEVANCY
POP CULTURE CURRENCY
By martin navarrete
Most people Are familiar With these
Keds. An american icon Since 1916.
They even invented The word
sneaker
However, Keds GAINED a Reputation as A SHOE granny wore.
AN ICONIC AMERIcAN BRAND?
reinvigorate �HOW DO YOU
1. Understand the new consumer dynamic �
MilleNnial. Tech savvy. CulturALLY aware. Stylish.
Shares her creative side
Through fashion
SHE IS NOT A TARGET AUDIENCE
SHE IS A BRAND COLLABORATOR
PROMOTER & CO-CREATOR
refresh�AN ICONIC AMERIcAN BRAND?
HOW DO YOU
2. Modernize a keds classic – the champion�
3. create programs rooted in pop culture�
x x
Art + MUSIC + technology
A partnership designed to inspire creativity
Resulted in a
Collection Inspired By art
christian marclay show at the whitney museum
And an art exhibit
influenced by music
Keds curated the music for
the whitney LIVE summer SERIES
The Keds whitney Collection was
featured in A live art installation
at bloomingdale’s
Where Keds demonstrated Their sneaker customization
platform
Repositioning keds was a success
Keds exceeded all projected kpis
Awareness: +22% Consideration: +18% Preference: +15% Sales growth: +12%
And created
POP CULTURE CURRENCY Along the way
“KEDS SHOES AS A CATALYST FOR
CREATIVE MINDS”
-
