(New York Times article -- no direct links allowed in this forum)
By STUART ELLIOTT
Published: January 23, 2013
Keds line of footwear is preparing to introduce a campaign featuring Ms. Swift that delivers a strongly social message to the brand’s young, female target audience. The campaign, scheduled to begin in print, online and in social media on Thursday, appeals to “brave girls” and “bravehearts” and offers Ms. Swift as a role model.
View attachment 391281
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A special Web site, bravehearts.com, and a section of the Keds Web site, keds.com, are to be devoted to the campaign’s theme
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The campaign, with a budget estimated at $20 million,
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Ms. Swift’s Q score is 24, Mr. Schafer said, compared with 17 for the average celebrity and 16 for the average female singer. And with females age 13 to 24 — the intended audience for the Keds campaign — her Q score is 26, he said.
...
The campaign represents a significant increase in ad spending in major media for Keds. According to the Kantar Media unit of WPP, spending totaled $1.7 million in 2010, $1.1 million in 2011 and $363,000 in the first nine months of last year.
By STUART ELLIOTT
Published: January 23, 2013
Keds line of footwear is preparing to introduce a campaign featuring Ms. Swift that delivers a strongly social message to the brand’s young, female target audience. The campaign, scheduled to begin in print, online and in social media on Thursday, appeals to “brave girls” and “bravehearts” and offers Ms. Swift as a role model.
View attachment 391281
...
A special Web site, bravehearts.com, and a section of the Keds Web site, keds.com, are to be devoted to the campaign’s theme
...
The campaign, with a budget estimated at $20 million,
...
Ms. Swift’s Q score is 24, Mr. Schafer said, compared with 17 for the average celebrity and 16 for the average female singer. And with females age 13 to 24 — the intended audience for the Keds campaign — her Q score is 26, he said.
...
The campaign represents a significant increase in ad spending in major media for Keds. According to the Kantar Media unit of WPP, spending totaled $1.7 million in 2010, $1.1 million in 2011 and $363,000 in the first nine months of last year.
