The brand's Facebook page was only posting about products and had lost its brand identity on social media. To address this, the brand launched a campaign during the 2014 FIFA World Cup featuring posts with the hashtag #watchingfootballisboring and a fashion/style post series with #ConverseLookbook. This new fun and inspiring non-product content helped increase the brand's affinity by engaging customers in real-time on social media. As a result, year-over-year Facebook results improved from August to December 2014 compared to the same period in 2013.

2. The Challenge
The brand’s Facebook page was merely a
feed of products, products and more
products.
It has the lost track of its brand identity
on social media.

3. Previous content - products and nothing else

6. Going Against the FIFA World Cup 2014 -
#watchingfootballisboring

7. A dedicated series of fashion/style posts -
#ConverseLookbook

8. Fun and inspiring content to increase brand affinity

9. Real-time & Reactive Marketing

10. Y.O.Y RESULTS (AUG-DEC ‘13 vs AUG-DEC ‘14)

11. THANK YOU!
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