Content Marketing at Sperry: Repositioning an Iconic Brand to Target ‘Intrepid’ Millennials

Iconic American shoe brand Sperry, which was in the business of making boat shoes , announced a brand-repositioning and multi-staged marketing campaign in February 2015 to coincide with its 80th anniversary. The campaign was named “Odysseys Await” and was targeted at adventure-spirited millennials . The campaign was created in association with Minneapolis-based advertising agency Mono (Refer to Exhibit I for images from “Odysseys Await” Campaign). The first phase of the campaign debuted with the “Odysseys Await” campaign running across print, digital, and social media. The concept was designed to appeal to “Intrepids” – as the company called modern day explorers who had a passion for discovery. The creative strategy for this first phase suggested that the use of Sperry boat shoes created the best experience and this could be captured in the form of stories from millennials...