Old School

New School

Converse’s Digital Marketing Strategy

By: Alex Goldfarb

Converse Today

“Shoes are boring, WEAR SNEAKERS”• 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.

“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.

Target Audience

The BIG IDEA

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.

Google Adwords: Keywords

Basketball Shoes

Old School

Causal Shoes

Urban Apparel

Fresh KicksHot Sneakers

Chuck Taylors

Basketball Apparel

New School

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