The infamous Keds line has signed Taylor Swift as their celebrity spokesperson. Keds’ focus is to market to a young, female audience. In Oct. 2012, the campaign officially began when Taylor Swift’s “Red” album was launched, which was the inspiration behind the red shoes in the Keds’ line. According to the New York Times, the campaign is going into full effect today via print, online and social media.
Taylor Swift has made a name for herself as a positive role model who appeals to ”brave girls” and “bravehearts.” On Keds.com, they have created a dedicated section specifically for the campaign. In addition, they developed a website called bravehearts.com, which is still in production. The ad budget for the campaign is around $20 million.
Toth & Company is handling the creative aspects. For the digital and social media channels, ShopPR (a division of Lippie Taylor) will be in charge. Finally, PGR Media will be on top of the media tasks. Henry Schafer, Executive Vice President at the Q Scores Company said, “Her emotional connection with that demographic is very strong.”
This ad budget is a significant increase from Keds’ previous years in major media. According to Kantar Media, Keds spent $1.7 million in 2010. In 2011, they were up to about $1.1 million. From Jan. to Sept. 2012, they spent about $363,000.
Rick Blackshaw, President for Keds in Lexington, Mass. said they were working on a lot of consumer insight work. They found that “heroes are important,” to a brand’s target audience. With Swift’s reputation, she fit the bill perfectly.
Click here to the see the ad.