But if there’s a ten-year-old girl on the moon with you, you’re no doubt well-acquainted with America’s (and the world’s) latest sweetheart.
At least, that’s what Keds—a classic sneaker brand launched in 1916—is betting on. Swift is the new face of their latest campaign, an effort to target tween- and teen-aged girls with one of their most beloved idols.
The hub of the campaign is at Bravehearts.com, but social media platforms from Pinterest to Facebook to Twitter host much of the content. On Twitter, for instance, fans can commune with the hashtag, “#bravemoment” (a switch, by the way, from the initial “#braveheart”—still showing up in Google—which tangled participants up in conversation about Mel Gibson’s kilt-clad warrior movie).
The Bravehearts site offers a host of content suggestions and conversation starters for each of the different platforms, inviting “brave girls” to share their stories and hopes and challenges with one another—all under the doe-eyed watchful gaze of Swift herself.
The pairing makes sense on many different levels: Continue reading