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OVERVIEW:

Develop a pre, during and post-promotion strategy to effectively promote VANS Park Series Vancouver stop.

OBJECTIVE:

Effectively engage with the action sports-focused Facebook community through live community management, Q&As, and the creation of live, action-focused VANS content

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BUDGET:

TBD

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PROGRAM:

In order to successfully leverage VANS athletes as well as promote VANS Park Series, we will be promoting the livestream via robust pre, during and post-promotion strategy . In addition, we will be requesting a share of the livestream via participating athlete’s social feeds.

Vancouver 7/14 Livestream Overview

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Livestream Strategy

Phase:

Pre-Promotion

Livestream

Post-Promotion

Weighting

25%

15%

55%

Duration

48 Hours

During Livestream

10 Days

Content

  • Creative: Livestream Reminder
  • Live video shot in 4:5
  • Creative: 4:5 Video

Targeting

Objective: Engagement

  • Platform: Facebook
  • Placement: Mobile/Desktop
  • Age: 14 - 50+
  • Interest Targeting: Action Sports
  • Narrow Audience Interest: Skateboarding, VANS, Skateboards
  • Additional interests: Skate Parks

Objective: Engagement

  • Platform: Facebook
  • Placement: Mobile/Desktop
  • Age: 14 - 50+
  • Interest Targeting: Action Sports
  • Narrow Audience Interest: Skateboarding, VANS, Skateboards
  • Additional interests: Skate Parks

Objective: Engagement

  • Platform: Facebook
  • Placement: Mobile/Desktop
  • Age: 14 - 50+
  • Interest Targeting: Action Sports
  • Narrow Audience Interest: Skateboarding, VANS, Skateboards
  • Additional interests: Skate Parks

Est. Performance

  • TBD
  • TBD
  • TBD

Notes

  • Note that whenever possible, we should request participating athletes share any/all posts related to the upcoming livestream, as well as share the livestream once live.
  • The Q&A component should be strategized ASAP, according to any/all participating athletes, in order to effectively plan, target and execute efficiently

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Recommended Livestream Support

Moving forward, we recommend using filming equipment compatible with Facebook’s API/streaming software. This will allow us to seamlessly film and record the livestream as well as to assist in the creation of the aforementioned three-phase strategy.

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  • Pre-promotion - ads to run 48 hours before the actual stream
  • Livestream - notifying consumers who engaged with the initial ad that the stream is now LIVE
  • Post-promotion - amplifying the footage, creating exponential opportunities to engage with our audience via ongoing community management

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This strategy will allow us to potentially engage participating influencers (i.e., Pedro Barros or Tom Schaar) by fielding questions from the community, as well as provide a better quality experience for all viewers.