Andy Warhol x DC Shoes Digital Campaign
Take a closer look at the Social Media broadcasting execution for the Andy Warhol x DC Shoes Collection
To honor the creative legacy of the preeminent American artist of the 20th century, we teamed up with The Andy Warhol Foundation to merge his vision with signature DC footwear and apparel styles. As a brand founded on the idea of “COLLISIONS,” we adopted a unique approach to the project by creating four themed narratives — WAR & PEACE, SAINTS & SINNERS, LIFE & DEATH, and STRENGTH & FRAGILITY.
Timeline: April 2022 - May 2022
Role: Global Social Media Manager
➔Planning
Goals & Targeting
With dual goals of driving brand awareness and boosting sales, the organic social approach had clear opportunity to leverage the fanbase of Andy Warhol, the Andy Warhol Foundation, and Warhol’s estate. With over 22M+ potential reach, the targeting was optimal for DC’s lifestyle audience alongside Warhol’s social following and general audience.
DC Shoes : 20M+ Social Reach
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Andy Warhol : 2M+ Social Reach
22M+ Campaign Potential Reach
Content Curation
Collaboratively with Digital Team, we crafted an omni-channel Digital Marketing approach focused on building online sales and brand consideration. The development of a launch plan allowed us to concisely communicate DC Digital Planning to both our collaborator (Andy Warhol Estate) and DC Regional partners around the world who additionally supported the campaign.
➔Results
An exciting slow-motion video of DC Skate Pro, Evan Smith, boosting his skateboard through a glass door, really took flight. The content generated over 1 million organic views and over 2.5 million impressions in one day. Total statistic counts for the Warhol x DC Collection can be found below.
40 Million Total Impressions
3.5 Million Social Engagements
33K New DC Followers
91% Positive Sentiment
100% Sell-Through
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