@vanscustomculture - 81.8k followers during the campaign (Jan-April 2021)

Client Brief:

Vans High School Custom Culture was created by the national footwear and apparel company, Vans, to inspire and empower high school students to embrace their creativity through art and design and bring attention to diminishing arts education budgets. Custom Culture High School is a national high school customization competition using blank Vans shoes to be customized around the specific themes. The winning high school receives $50,000 for their art program.

Campaign/Work Overview:

Social Media Management, Community Management, Copywriting 

Contract role where I oversaw their social media channels (Instagram) for the 2021 Vans High School Custom Culture competition. Managed the content calendar, copywriting, and supervised community management for the launch of the competition (January 2021) through the submission process (April 2021). Additionally, packaged content briefs and created best practices for Vans’ 2021 creative ambassadors (artists who design and create their own Vans shoes to inspire student participants).

KPI’s

• Saw the highest amount of high school registrations and student submissions in the history of the competition since its launch in 2012.

• 77% increase in engagement from the previous year and 15% increase in organic follower growth.