In 2021, VEJA celebrated its 17th anniversary. Even though VEJA enjoys a high brand awareness for a company that doesn’t engage in traditional advertising strategies, it is a common misconception that VEJA is a recently launched brand.
Remember, VEJA’s target customers will not see billboards of VEJA ads or a post from a paid influencer to promote VEJA shoes. The brand relies on their loyal customers to create awareness around the brand but also on unsolicited publicity from ecologically conscious celebrities wearing VEJA sneakers. Which is why, I believe the brand took some time to build his popularity.
To confirm this theory, I did some social listening through Digimind. Social listening is the process of understanding the online conversation about a given subject. I took a closer look at what’s said about VEJA all around the world.
Here are the key concepts shared about VEJA in the past 12 months:
Highlighted in yellow are the name of celebrities associated with the brand VEJA.
In 2018, Meghan Markle, former actress and current Duchess of Sussex, was spotted wearing VEJA shoes during a royal engagement in Australia. She clearly put VEJA on the map. We can only assume VEJA enjoyed a sudden peak in sales in the following months. Still today you can see her name associated with the brand, along with other celebrities such as Kourtney Kardashians, Kate Middleton or even Emily Ratajkowski. They were all spotted wearing VEJA Shoes.
Another subject of conversation online about VEJA, is the brand’s ecological and ethical standpoint. People understand that this brand is engaging in sustainable activities and they are speaking out how they do it. You can spot the key concept “Brazil”, which refers to the company’s production plants located in Brazil.
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