How to develop a distinctive brand desirability for CAVAL, a brand committed to eco-friendly and asymmetrical sneakers?

Founded in 2017, CAVAL is a French sneaker brand built around a distinctive concept: asymmetrical sneakers manufactured exclusively in Europe. The brand's positioning combines creativity, environmental responsibility, and a cheerful, inclusive communication style. By challenging the convention of identical shoes, CAVAL has developed a unique identity that differentiates it within the highly competitive sneaker market.
Faced with strong competition from brands such as Veja, Faguo, Nike, and Autry, CAVAL has adopted a differentiation strategy based on creativity, responsible production, and strategic collaborations. Recent partnerships include Harry Potter, Des Petits Hauts, and APF France Handicap. The brand primarily targets women aged 25 to 55 who value originality, quality craftsmanship, and ethical consumption. Looking ahead to 2026, CAVAL aims to strengthen its brand awareness, increase customer engagement, and expand its product portfolio.

This case study pursues several pedagogical objectives.
First, it enables students to apply digital communication concepts and tools to a real business context. The sneaker industry provides a particularly relevant setting due to its intense competition and rapidly evolving consumer expectations.
Upon completing the case study, students should be able to:
-      Design and justify a new collaboration inspired by the worlds of manga or retrogaming while remaining consistent with CAVAL's brand identity.
-      Identify a priority target audience, develop buyer personas, and formulate SMART objectives.
-      Develop a digital communication strategy aligned with the positioning, values, and promise of an emerging brand.
-      Propose a relevant activation plan by coordinating multiple digital channels (social media, influencer marketing, email marketing, paid media, etc.) according to strategic objectives.
-      Design a realistic digital communication campaign within a limited budget of ¤15,000 (excluding VAT), prioritizing high-impact and high-ROI actions.
-      Work collaboratively and present a professional consulting recommendation to a company.

Digital marketing, digital communications, social media, CSR, sustainable development, trainers

Master's-level students and executive education participants.

Manufacture of footwear

Duration: 3 to 30 hours, depending on the scenario used

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 22