The campaign has been teased on Converse’s own social platforms as the brand allows customers to discover it organically, but it will officially debut today with paid content on digital channels such as Instagram, TikTok, Twitter, Spotify and YouTube. Videos will run in a variety lengths. In addition, Converse is running out-of-home and transit ads in cities including London, Los Angeles, Berlin and Cape Town.
Converse will also be running ads on Hulu in North America.
Yet the campaign will purposely not include any ads on linear TV, Shah Miller said.
“We are advertising from the lens of our consumer versus being tempted by platforms other brands are on,” she said. “We’re being authentic to where we know our consumer is—fully digital and social.”
Converse worked with Initiative on media duties.
A recent Ad Age-Harris Poll tracking Gen Z attention for brands ranked Converse in the top spot as young consumers gravitate toward the sneaker marketer’s collaborations with the likes of Kendrick Lamar. On brand equity, the brand grew 8.7 points from the first quarter to the second quarter of 2022.
Sales-wise, Converse is also in growth mode. In its most recent quarterly report, Nike said the brand increased sales 2% to $643 million compared with the year-earlier period. That figure was led by double-digit growth in North America and Europe.