The Social.Lab team set out to connect with “Expressive Creators” in an authentic way in an overcrowded, fast-paced category. The solution was to go hyper-personalised with content matching people’s passions and their location. We showcased local skate parks, music clubs and urban icons. We also efficiently re-used existing UGC content as a nod to the target audience. In a funnel-based journey - designed to be cost-effective and visibly impact Vans’ business results - we successfully expanded our reach to 18-24 year olds by 75%.