Converse is rebranding to focus on its roots in sneakers rather than shoes. Its new "Old School Meets New School" campaign will feature NBA stars from the 90s and today in viral video ads across social media. The goal is to leverage athletes to create an association between Converse, basketball, and build customer loyalty by including purchase links in the ads. The target audience is young people, and the strategy will use 3 different 30-second ads each week for 3 weeks on various platforms to promote the Converse brand over individual products.

1. Converse’s Digital Marketing Strategy
By: Alex Goldfarb

2. Converse Today
• Current slogan tries to rebrand Converse as a “sneaker” company,
reverting to their roots over modern day “shoe” companies.
• Advertisements are clever, unique, creative, and draw attention upon
first glance.
• The downfall that they have no stopping power and don’t show
product in the ad.

3. “Old School Meets New School”
Campaign
• Bring Converse back to its roots while appealing to today’s
youth.
• Create stopping power by using an assortment of 90’s and
today’s NBA’s best players in our viral campaign on all social
media platforms and the web.
• Leverage athletes to create an association between Converse,
the NBA, and basketball in general.
• Create customer loyalty after initial purchases from links
displayed/available on ads.

4. Target Audience

5. The BIG IDEA

6. Tools/Tactics: Social Media
• Use 3 different advertisements with 1 old NBA star and 1 new
NBA star in each 30-second advertisement.
• Come out with a new advertisement once every week on all
media platforms for a 3-week period.
• Create landing pages for the “Old School meets New School”
on all platforms.
• Promote the brand more than any one individual product.

7. Google Adwords: Keywords
Shoes
Hot Sneakers

8. Just like
Dr. J,
Converse
will be
Soaring
Back to
Glory in
NO Time!