Incentivized user generated social & community impact.

Problem/Creative Goals: Vans had a disconnect between its roots as a skateboarding shoe company and a being perceived has a fashion shoe brand. They wanted to reclaim their spot as a hardcore skateboarding shoe company. Solution: Elevate the skateboarding's undiscovered talent by creating a way to start the process of getting sponsored by Vans. Thereby streamlining a daunting process for street skaters while turning skaters into micro influencers on social media for Vans.

Case study video

To start the process all skaters simply just have to keep doing what they already do, make Insta posts of themselves skating and simply add #classickness to your posts. (Twice a week for an entire month)

After skaters post to the #Classickness hashtag. The Vans account will repost their post and tag the skater. Vans has tons of people following their account as well as other companies in the industry. This gives a ton exposure to undiscovered talent.

To create brand representatives out of skaters every month, any skater of any skill level can recieve a pair of Vans based on number of likes recieved. Top twenty most liked posts every month will recieve a pair of Vans. (240 people demonstrating Vans real skate toughness on Instagram annually.)

Additionally, each month Vans will choose another ten skaters with an impressive bag of tricks and compile all of their instagram footage for the month. (About two minutes worth of footage for each skater.) Then Vans will professionally edit together a #Classickness sponsor me tape. They will also receive a pair of Vans to ride and shoot in for their insta posts. (An additional ten local influencers a month with high skills demonstrating Vans skate toughness. An additional 120 skaters with high skill level annually)

Every month a profesionally edited #Classickness sponsor me tape will be cut together giving 120 riders a year a professionally edited together video part and give those undiscovered riders publicity.

The #Classickness monthly sponsor me tapes will be hosted on the Vans website, Youtube channel and Instagram driving earned social media views and driving traffic in addition to the previously mentioned publicity for undiscovered talent.

Then based on the social media buzz and impressiveness of their video parts, at the end of the year five riders will be selected to be on the first ever Vans #Classickness team and receive their first sponsorship from Vans.

The team will include demos, video parts, tour, and all the other things that being sponsored should entail.

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