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Content Marketing at Sperry: Repositioning an Iconic Brand to Target ‘Intrepid’ Millennials
![Case Details](images/details.png)
![Case Introduction 1](images/intro1.png)
![Case Introduction 2](images/intro 2.png)
![Case Excerpts](images/excerpts.png)
EXCERPTS
TARGETING MILLENNIALS
"ODYSSEYS AWAIT"
The details of the “Odysseys Await” campaign were published in the media and a commercial was made featuring the adventurous outlook of Sperry users (Follow YouTube link here-https://www.youtube.com/watch?v=1Ht5em9WajY). The offer was open to legal residents of the 50 US states and District of Columbia, and Puerto Rico, and legal Canadian residents who were eighteen years of age or older at the time of entry or had attained the age of majority in their state of residence...
THE REACTIONS
The “Odysseys Await” campaign received mixed reactions from analysts. Some of them opined that the shoe was meant for elite youth or millennials and not for everyone. They pointed out that the Sperry Top-sider was a boat shoe and not everyone would spend that much on a shoe just for boating, or any money on boating at all. Michael G Gillett, who worked at New York City Health & Hospitals Corporation, said, “This campaign is kitschy and fun, however it does “not” make me want to buy something (Sperry)...
THE ROAD AHEAD
Sperry’s effort at brand repositioning to target millennials was done through the “Odysseys Await” campaign which had an adventure-oriented theme executed in social media. Sperry made efforts to involve the youth by offering them a chance to explore different places and asking them to document their experiences.
EXHIBITS
Exhibit I : Images from “Odysseys Await” Campaign
Exhibit II : Images of Sperry’s Old and New Logos
Exhibit III : Key Financials of Wolverine Worldwide
Exhibit IV : Five Ways to Target Millennials