Converse
To expand my skills in brand strategy, project development, and creative ideation, I developed a Creative Portfolio Project for the University of Denver’s Daniels College of Business Marketing Department. The basis of the project was to develop an Advertising Creative Strategy for Converse that includes print ads, a YouTube video ad, a celebrity endorsement, street art, PR events, guerrilla tactics, and three social media campaigns. I wanted to expand Converse into the Instagram age and reach young and inspired female consumers, who rely heavily on current trends, social media, and pop culture when developing their wardrobe.
Creative Strategy Brief: Converse
Client Situation/Analysis
Historically, the Converse marketing strategy has focused more on male consumers in three age groups (under 13, 13-19, and 20-35). The products are unisex and marketed as such, however the current tactics focus on highlighting the retro, skater, indie/alternative youth culture that fits many individuals in the usual target market. To expand the target market and reach a larger consumer base, I want to develop a marketing campaign focused on targeting trendy, pop-culture focused, and social media inspired young women.
The Goal & Objectives
To expand Converse into the Instagram age and reach young female consumers who rely heavily on current trends, social media, and pop culture when developing their wardrobe. A classic skate shoe can be re-imagined and marketed to appeal to the girls who are always looking for the newest thing to wear on any occasion.
The Target
For this campaign, I want to focus on hitting a new target market that are avid consumers, but under-represented in the current marketing campaigns: young women.
Primary – Female consumers ages 13-21 (high school and college-age)
Secondary – Female consumers ages 22-35 (young professional-age)
Key Consumer Insight
The campaign focuses on reaching females ages 13-30 who find inspiration through pop culture icons, current social movements, Instagram-famous individuals, and trendy fashion. These consumers are always looking for something new to show off at every occasion, and Converse can become their go-to look in fashion-forward comfort.
Main Message
The current slogan for Converse is “Shoes are boring, wear sneakers.” To develop the campaign, I want to build off the current brand image and expand it to focus on the target audience. The focus of the campaign is to bring Converse from a skate sneaker to an all-occasions shoe for female consumers by displaying Converse in scenarios where someone would typically wear heels – homecoming/prom, wedding, on a date, out dancing, etc.
Slogan Option 1 – “Heels are fine, sneakers are better”
Slogan Option 2 – “Heels suck, wear sneakers”
Support
The trend to wear casual shoes for more formal events has been growing for years, and instead of this target market choosing Adidas or Vans, we want them to start choosing Converse.
Media Tactics
Series of print advertisements (4) that display Converse on women in various places they would typically wear heels – prom, wedding, on a date, and at a club. The print ads will only focus on a view from the knee down, with women in the background wearing heels but a focus, centered women wearing Converse. Each print ad with display the slogan and Shop Now at converse.com. The print ads will be featured in magazines such as 17, Cosmopolitan, etc. and on billboards in New York and Los Angeles.
Social Media
Social Media campaign with the hashtag #sneakersarebetter that offers consumers the chance to win a free pair of custom Converse by posting a picture of them wearing at big events or during a night out Converse on Instagram or Facebook.
Video
A series of clips that show a single individual running through different stages of life in the same pair of Converse, with the shot focused on the individual from the knee down. In the ad, you see her in her Converse going from high school -> prom -> college party -> date -> club/night out -> her wedding. The video closes with “Heels are fine, but sneakers are better” and “Shop Now at converse.com”.
Celebrity Endorsement
Lizzo – current pop artist who recently released a new album “Truth Hurts” that was very popular among high school and young professional females. She is a little less edgy than the typical Converse celebrity endorsement, however she reaches the new target audience for this specific campaign. She would post photos of herself in Converse on social media and wear Converse for some of her live performances, encouraging the target audience to get excited about Converse.
PR
- Custom Converse Design pop-up shop in New York and Los Angeles: Pop-up shops designed specifically for people to come design their own Converse for whatever special occasion. All proceeds will go to various female-empowerment nonprofits, such as #BUILTBYGIRLS, Girl Up, and Girlgaze.
- Free Converse for Homecoming/Prom: Converse donates Converse shoes and dresses to high schools in low-income areas for girls who cannot afford to purchase attire for these events to help them feel beautiful on their special day.
Guerilla
Concert: Converse hosts a day-long non-profit concert in Boston, MA (where the Converse headquarters are located) with various local female artists and celebrity endorsement Lizzo. All proceeds from the concert go to Converse providing the shoes and dresses for promhomecoming in the low-income schools.
Tonality
To keep consistent with the attitude of the target market, I want to keep the campaign fun and vibrant with a little bit of humor. All aspects of the campaign should be “Instagram-able” and fit with the current trends in pop culture.