Brave girls uniteRedefining a classic brand for a modern audience.


Keds sought to become a brand known for championing confidence and creating strength in young women, to build a social media community focused on showcasing “brave acts,” and to rethink how to leverage a stagnant partnership with Taylor Swift (and a previously planned photoshoot happening in only 6 weeks).

Core Capabilities

  • Audience research and insight
  • Go-to-market strategy
  • Customer journey and experience design
  • Branded content development
  • B2C campaign development

How it started:

Keds tapped Drumroll as their agency partner to reinvigorate their brand and re-establish relevancy with their target audience. We began by taking a deep dive into our rapidly evolving audience to understand their passions, fears and how what they chose to wear effects the way they feel about themselves.

What we did:

We created a holistic brand campaign platform and product launch experience, featuring Taylor Swift, that spanned the entire customer journey – from media and branded content to product integration and partnerships – showcasing the new product line and reflecting Ked’s commitment to supporting and building confidence in young women at every step of the journey.

Behind the scenes

The work we all see in the end is but a glimpse of the full story. Having fun, pushing the limits and being exceptionally nimble to adapt to the realities of our clients’ business are always part of the journey. Here are a few behind-the-scenes moments from this project’s journey.

We’re not only great to work with but we’re also fun to talk to.
Give us a shout and let’s do some great things together.