The promotion we developed to reach our target audience is Sacrifice Shoe. A pack that gives skaters an extra shoe for free, so they have a backup of the shoe they use the most when they are skating. The shoe they use the most soon gets destroy but they have to keep skating.

To make sure people heard about our new promotion, Sacrifice Shoe, the pack that gives skaters an extra shoe to have a backup of the shoe they use the most when they are skating. The shoe they use the most soon gets destroyed but they have to keep skating.

We launched the promotion in January 2016, with a video of Max Barrera, our professional skater influencer. For the launch we sold the special pack at MeatPack’s 4 locations.

The first batch was sold in only 51 hours. This made us create additional packs to maintain the special pack for 4 weeks.

We increased Vans sales at MeatPack by 35%.

MeatPacks’ instore traffic increased during the 4 weeks of the promotion by 80%

We managed to become skaters second devotion after skating.

This idea is a relevant promotion because you´re giving a specific target audience something they cannot say not to, it is also something now expects.

We decided we wanted to have skaters’ devotion to skate directed towards our brand. To accomplish this we created a unique way to show them we are the only brand that knows one of the main realities of skating; skating shoes easily get worn out when you skate a lot.

We wanted to reach those skaters that already knew our store and are active members of the non-professional skating scene, most of them are young people starting at 14 years old, with adjusted budget for skating.

To get to them we thought about a promotion so they could keep skating without worrying about how long their shoes will last until they have to buy new ones, giving them more time with their only pair of shoes. The promotional packed “Sacrifice Shoe” was supported by one of the most representative professional skaters of Latin America one that’s very popular in Guatemala.

Skating is an addiction, once you star skating you will see consequences in your body but mostly in your shoes. Skaters complain that their shoes don’t last longer. The more you like skating, the shorter your shoes will last so you will have to spend a lot of money frequently buying new shoes. As a young skater this is almost impossible, you don’t have the means to spend that much money in shoes.

MeatPack the most representative shop for skaters in Guatemala needed to increase the sales of Vans. They asked us to help them doing this by creating brand loyalty, showing their target audience they know them.

Our objectives where:

- Increase sales of Vans 10%

- Reinforce MeatPack as the best shop for skaters in Guatemala