Social Media and Digital Marketing (WK4) - Social Media Posts (3)

For these social media posts, I chose to target Riley Thompson, the "Outdoor Weekend Adventurer". 

This TikTok post would ideally be a teaser/shortened compilation of the longer YouTube video that I did for this assignment. The goal would be to get Riley to go from the TikTok clip to the YouTube video in order to see the full test of durability. 



By calling it a Torture Test and promising "no fluff," we appeal to Riley’s trust in trail reviewers over corporate ads. It specifically mentions "traction" and "waterproofing," which are the technical specs Riley likely looks for when deciding if a shoe is practical for her adventures. Riley is likely to save this post to refer back to when she is ready to purchase new hiking gear, directly supporting the goal of increasing content engagement, while ideally supporting the increase in Customs sales and Loyalty Program enrollment goals.




My YouTube video would be the longer, more descriptive version of the TikTok teaser. This post supports several SMART goals, such as the "Increase Referral Traffic" goal. The video includes a direct link to the Vans Customs MTE Collection platform in-frame, turning a "viewer" into a "visitor". This video format is the exact type of content I would partner with a mid-tier outdoor vlogger to create, as it builds the authentic, outdoor-tested storytelling Riley relies on. Riley follows trail reviewers to guide her decisions. Providing a customer review (including pros and cons) builds the brand trust necessary to hit my 15% loyalty enrollment increase SMART goal.


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