Social media campaign
CASE STUDY
Campaign Name:
Off The Wall, On The Glow
Objective:
Reinforce Vans’ connection to skate culture while modernizing the brand’s visual identity for Gen Z through immersive, digital-first storytelling.
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Hero Creative:
The images showcase classic checkerboard Vans sneakers and bags set against a skatepark backdrop. The items are outlined with a neon glow and subtle digital particle effects, blending authentic skate culture with futuristic digital aesthetics.
Cultural Insight
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Skate culture is rooted in authenticity, rebellion, and creativity. Gen Z, however, consumes culture digitally — through AR filters, gaming environments, short-form video, and stylized visual effects.
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Opportunity:
Merge Vans’ analog heritage (concrete skateparks, scuffed pavement, real texture) with digital-native visual language (neon glow, augmented effects, motion graphics).
Campaign Goals & KPIs
Goal:
Increase Gen Z engagement
Boost online sales
Grow digital brand presence
Strengthen cultural relevance
KPI:
Social engagement rate
E-commerce conversion
AR filter uses
UGC submissions
Target:
+25%
+15%
1M+
50K+
Visual Theme
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Real-world skatepark setting (authenticity)
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Classic Vans silhouettes (brand equity)
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Neon glow outline (digital energy)
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Particle effects + motion trails (movement, progression)
Message
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Cultural relevance
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Youth creativity
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Energy and movement
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Transition from physical streets to digital spaces
Target Audience
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Gen Z (16–24)
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Skate enthusiasts
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Streetwear culture consumers
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Sneaker collectors
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Millennial nostalgic buyers
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Digital creators