Keds Braveheart
Inspire bravery in millennials and ultimately connect them to the Keds brand.
creative direction • copy direction • copywriting
The Insight
Keds had a microsite, Bravehearts.com, where they featured contests and empowering ways for girls to be brave. But it received little traffic and did not allow for frequent content refreshes. We knew we could only reach millennials in a place they were already hanging out: Tumblr.
The Solution
We created a custom Tumblr experience that featured contests, style, inspiration and more. Leveraging the built-in Tumblr functionality, we were able to fill the experience with our own content and also repost content from the entire Tumblr community. This allowed us to keep the site fresh and engaging.
Be Brave
Contests can be great for a spike in brand engagement, but we wanted them to be about more than just winning something. Each contest gave participants a piece of social currency that they were excited to share and gave them license to let their brave flag fly.
Built-in CMS
Because Tumblr has a built-in CMS, the Keds team was able to update content on their own. We gave them an in-depth tutorial and created a Tumblr 101 handbook so anyone on the brand team could quickly and easily make updates.
What I loved about working on this project
We got to inspire girls to be brave at an age when they can feel anything but. I have to admit, I teared up at many of the contest entries; these young women needed a platform to flaunt who they are, and it felt pretty great to give them one. I also became a Keds convert and continue to rock my (many) pairs. I guess there’s a brave teen in all of us.