We turned a simple product promotion into a sensational “First in China.” In a tongue-in-cheek way, we pitched the shoes against each other in a race for “Originality” à la the U.S. presidential election. The checker Slip On represented creativity, the ERA for bravery. On a mini-site, each candidate campaigned for their beliefs through historical Vans content, and the voters cast their votes in a ballot box. During the election period, campaign posters and ads were plastered all over Vans stores and pop culture portals online.

-Campaign site traffic exceeded client KPI by more than 2 times-99,105 votes collected from unique visitors-Display Ads generates 824,897,620 impressions and contributed 1,763,017 clicks in total-VoteVans widget download 602,472 times-138,066 page views -10 rounds of ePR topics generated 968,239 clicks