the 7 stars - Case Study
Boots Campaign
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The Brief
Launch Converse’s first boots range in Q4 2011 in time for the winter season.
Solution
A two-pronged approach. First, to give the campaign scale, a broad-reaching large format poster campaign ran in key urban cities alongside ads in weekly fashion and lifestyle magazines. These poster sites also included high-impact outdoor sites in high-traffic shopping areas such as Westfield Stratford to drive footfall to Converse’s key retail partners. Second, tactical media buys ensured that Converse did things in a the Converse way to keep engaged with its young and creative audience. Key music and cultural events occurring across the campaign period were identified and nearby underground poster sites were bought to coincide with the events. These buys were backed up by guerilla activity in creative hubs in key cities and press ads in creative/music titles.
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The Results
Despite mild weather, sales of the boots range were excellent and exceeded expectations. The campaign was even presented at Converse’s global conference as a best in class product launch.