Legacy brands have the advantage of stronger brand awareness. However, that awareness is not exactly beneficial if your emerging consumer base perceives your brand to be out-of-date -- something they can’t connect with or feel proud wearing. And no amount of ad spend can help a brand more authentically connect with young people.
How can we attract young customers who may perceive our brand as “older?”
Keds had a long-standing mission and commitment to young women’s confidence, self-esteem, and empowerment. TMI leveraged this meaningful platform and built and launched Keds’ Brave Life Project, awarding career grants to outstanding young women. We matched grant winners with celebrity mentors, including Stacy London and Gia Coppola, and captured the mentorship experiences in promotional videos. Keds has awarded $200,000 in grants since 2014 and Keds highlighted this important program in its 2015’s “Ladies First” brand refresh.