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Van Heusen seeks digital campaign, gets broad-based ambassador series

Fashion brand Van Heusen emerged with a broad based ambassador, content and community engagement campaign featuring the likes of surfer Mick Fanning, Swans captain Jarrad McVeigh and Entourage founder Jack Delosa after appointing digital agency Isobar to give it fresh ideas about how to approach its business online.

mentors

Janine Buckman, Van Heusen’s marketing director, told Mumbrella the brand had to speak to a broad audience and was moving on from the model of using traditional agencies.

“The research that we did initially said that our consumer is very digital and particularly video focused,” Buckman said.

“That consumer journey is a lot more complex than it used to be. We have to have an ‘always on’ approach and it’s not just through digital advertising but it’s also content.

“Our own channels are really important to us now. We needed something that was innovative and different. We had worked with some great creative agencies in the past but we really wanted a different perspective.”

On of the keys was reaching out to new customers without leaving its existing market behind.

“We have  a number of consumer segments in the market here and we had to tap into that youth and that new guard, the young consumer and create something that was aspirational for him but without alienating that core customer,” she said.

The campaign launch later this month with work presaged by point of sale and online activity.

The nature of Van Heusen’s customers and targets also meant the brand needed to choose its mentors carefully.

“Van Heusen is a mainstream brand, we have a very broad consumer base and we wanted to make sure that there was a mentor there that would tap into each of our consumer segments,” she said.

The mentors range from sports people through to medicine, arts and business entrepreneurs.

“We want to make sure we are not just talking about style, it’s not just about clothing, we want to give back to the consumer and make sure that we are giving them a blueprint for success.”

The brand plans to host a number of events, further extending the strategy.

“We haven’t departed too much in terms of tonality. We did research. We obviously have a very engaged social following and we also have a very large database that we speak to and we also have our own internal research groups.

“Some of the research has indicated where we should go for some of the ambassadors.’

Success metrics include sales growth, community engagement in social media and greater engagement with Van Heusen’s existing database.

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