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SOCIAL MEDIA CAMPAIGN

CASE STUDY

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.

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.

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Cultural Insight:

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.

Opportunity:

Merge Vans’ analog heritage (concrete skateparks, scuffed pavement, real texture) with digital-native visual language
(neon glow, augmented effects, motion graphics).

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KPI:

Goal:

TARGET:

Social engagement rate

E-commerce conversion

AR filter uses

UGC submissions

Increase Gen Z engagement

Boost online sales

Grow digital brand presence

Strengthen cultural relevance

+25%

+15%

1M+

50K+

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Target Audience:

Message:

Visual Theme:

  • Real-world skatepark setting (authenticity)

  • Classic Vans silhouettes (brand equity)

  • Neon glow outline (digital energy)

  • Particle effects + motion trails (movement, progression)

  • Cultural relevance

  • Youth creativity

  • Energy and movement

  • Transition from physical streets to digital spaces

  • Gen Z (16–24)

  • Skate enthusiasts

  • Streetwear culture consumers

  • Sneaker collectors

  • Millennial nostalgic buyers

  • Digital creators

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