Social Media and Digital Marketing (WK3) - WordPress Blog 2

We were asked to post 2 more blogs directed at another one of our marketing personas to help achieve our previously established marketing goals.

Blog Post 3: Beyond the Canvas: Your Vans, Your Masterpiece

Blog Post 4: Level Up Your Aesthetic

This week, I chose Maya Chen, the "Creative College Trendsetter". The posts I wrote address several SMART Goals: 

  • Increase User-Generated Content submissions using key hashtags by 30% in 6 months. 
  • Increase engagement on TikTok and Instagram for collaborations by 25% among users aged 16-24 in 12 months (youth engagement).


The reasons I chose Maya for this assignment start with Vans' core brand identity. Vans has always stood for creativity and self-expression. Maya, as a Fashion Design student, embodies the core value of creativity and uses her clothing as a personal canvas. Targeting her allows the blog to authentically discuss customization, personal style, and aesthetic concepts, reinforcing Vans' position as a brand for creators, not just athletes.

Maya's psychographics show that she values individuality. She's highly motivated to create and share content that reflects her personal brand. This directly reflects the SMART Goal of increasing user-generated content submissions. By issuing customization challenges (different from my previously posted contest, which was directed at Warped Tour attendees), Maya has the opportunity to create the kind of content she's already interested in sharing and consuming, while having the opportunity to be rewarded by the brand (having her creations shared, winning prizes, etc.).

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