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NEW YORK As part of its ongoing strategy to appeal to hip, young women, Keds is aiming to build viral buzz through a series of videos that will hit the Web before the next leg of its “Be cool” campaign breaks in the spring.
The company spent $7 million on paid media January-August 2005, per Nielsen Monitor-Plus, a boost over the $4 million spent for all of 2004.
Creative shows actress Mischa Barton (The O.C.) wearing Keds in vintage-meets-modern situations.
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