Vans invited SHARE to help generate mass awareness, usage and purchase of Vans Customs, their customisable shoe platform where fans design their own trainers.
Defining Vans’ audience personas
To better understand Vans’ customers, our data scientists leveraged SHARE’s own data model. Based on Region, Attitudes, Personality, Interests and Demographics, our model helped us analysed social conversations around Vans and competitors.
From this, we discovered where and who we should target before categorising them into three core personas; aligning with brand loyalty, culture or fashion.