Digital Media Strategy Fall 2012 : Paige Thompson
BIG IDEA : U★converse UConverse is all about video and bloginteraction. We want to know the sneaker history of our wearers. When, where and why they choose Converse.
PURPOSEThree month interactive campaigncreated to redesign, reinvent andrelaunch the Converse brandTell the Converse story from our wearersview pointIntent is to gain new market data,increase brand awareness, and acquirenew prospective buyers
TARGET AUDIENCEPrimary Target: 16-24 years-oldIndependent PurchasersMost media savvy generationSecondary Target: 15 year-olds andunderInfluencers, not the buyers
WEBSITEHomepageFeature to upload andwatch videos posted bywearersCelebrities endorsementswith their Converse storyShow case the option tocustomize your ConverseBrief timeline of Conversehistory
SOCIAL MEDIAPinterest YouTube Homepage **Must be created**
INTERNET MARKETING 5-14 word/phase AdWordscampaignPPC (pay per click) option inorder to maximize data recoveryand minimize budget costs.Banner ads to complimentYouTube and FacebookcomponentsUse of Analytics to record andprocess new data