Keds Enlists Taylor Swift to Transmit Girl Power

1. Keds Enlists Taylor Swift to Transmit Girl Power By Stuart Elliott Amanda Caruso Professor Handlin BK411 January 25, 2013

2. Summary of Article • Keds is introducing a new sneaker campaign targeted at young females featuring Taylor Swift • Features inspirational quotes and advice to girls • The campaign will be promoted in print, an online website, and social media • A separate website, bravehearts.com, will be developed • Also featured on a section of keds.com • Possible plans for the campaign to feature scholarships and mentorships • The $20 million campaign is being handled by three different business for the various aspects of the campaign • Increase in major media for Keds, spending for 2011 was only $1.1 million

3. Summary Continued • Builds off the relationship between Swift and Keds that took place in May, when Keds sold red shoes inspired by her album “Red” • Keds feels that Swift “embodies what the Keds brand is about: being eternally optimistic and confident.” • Recent jokes about Swift’s love life has not detracted from her popularity • Q Scores Company has said that Swift has a very high Q score of 26 with females from 13 to 24, the intended audience of the campaign • Average female singer has a Q score of 16 • Average celebrity has a Q score of 17

5. Importance to Advertising • It is important to know the target audience of the product that you are advertising to ensure that the campaign is successful in promoting the product or service of the company • Shows the importance of picking an authentic celebrity endorser that matches with the values of the company and that the target audience favors. • How advertisers have to keep current with the best way to promote their product to their audience by incorporating social media, and online elements to campaigns • Picking the correct business to run the various elements of the campaign and not relying on one to successful run each part of the campaign

6. Material Covered in the Textbook • Features a celebrity endorser, Taylor Swift • Integrated brand promotion, the campaign will utilize print advertisements, internet advertising, social networks that will raise brand awareness • Its an advertising campaign, that will feature multiple ads focus on the theme of “brave girls” • There’s a target audience of young girls, who would fall under the category of household consumers • Campaign focuses on positioning Keds as something for girls who are individual, and brave and tries to give Keds’ symbolic value • Campaign is brand advertising by focusing on Keds’ sneakers for females