Social Media and Digital Marketing (WK4) - Social Media Posts (2)

For these two social media posts, I decided to target Jordan Price, "The Music Enthusiast". He is media-literate, skeptical of polished, "corporate" advertising, and actively avoids anything that feels like a "hard sell." He values authenticity, the creative process, and subcultures that feel discovered rather than manufactured.

For my TikTok post, I chose to do a behind-the-scenes video showcasing the process of creating Vans from start to finish. By showing the design lab, Vans treats Jordan like an industry peer rather than a consumer. He gets to see the actual software, the tactile materials, and the prototypes. This perspective appeals to his identity as a graphic designer. The post lacks the high-gloss finish of a sneaker launch, which aligns with Jordan's preference for DIY culture and transparency. By positioning the Vans Design Lab as a source of creative inspiration, the brand becomes a staple in his professional feed, not just his shopping cart. This directly affects my SMART goal to increase engagement on TikTok for collaborations by 25% as he will likely interact with posts like this, either by liking, commenting, or saving the post.

For my YouTube post, I decided to stay with the "all-access pass" vibe. Jordan is deeply invested in the indie music scene and values history and culture. By positioning the video as a mini-documentary exploring why Vans has been a staple in this scene for decades, the brand offers value in the form of cultural storytelling. The call to action isn't "Buy Now!", it’s "Shop the Legacy" (this would be a link to shop the website), which reframes the act of purchasing. For Jordan, buying a pair of Vans after watching this video is participating in a historical subculture. This refers to the SMART goal of increasing referral traffic by 20% and potentially increasing enrollment in the loyalty program by 15%.





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