Converse Case Study 8－

Converse launched a campaign called "Brand Democracy" that allowed consumers to create advertisements for the brand in the form of short films. Over 2,000 films were submitted from around the world and featured on the Converse website and MTV. The campaign was a success, driving increases in online sales, international sales, website traffic, and average time on site. It also won several advertising awards. The campaign demonstrated that empowering consumers to control the brand messaging through user-generated content could effectively promote the Converse brand.