Tell Your Story

Converse All-Star Created by: Jes Landry

Table of Contents

Executive Summary

Creative Brief

Consumer Profile

Print Advertisements

Promotions

Executive Summary

“Tell Your Story” Campaign

The objective for the “Tell Your Story” Campaign is for the consumer to have a personal connection

with the brand which would lead to the customer developing a loyalty to the brand in the future. The

campaign gives the consumer the chance to tell their story through our shoes. The campaign will help

to resonate within the consumer the feeling that Converse gives them a voice and a chance to express

themselves.

For my positioning statement, this one thing is clear...Converse shoes tell your own personal story of

who you are.

The campaign features print ads with several different colors and styles of Converse shoes with

corresponding stories of the person the shoes belong to. These ads personify the shoe as the person

wearing them to create a more personal connection with the shoe. There will also be two different

promotional events. One features a viral video that will begin the “Tell Your Story” campaign. The

videos will feature the life of someone through the viewpoint of their Converse shoes. The other event

features a contest to design your own sneaker that tells the story of you on a limited edition Converse

All-Star sneaker. Not only does this engage the customer in the brand, but it actually gives them a

chance to be a part of the brand as well.

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Creative Brief

What do we want to accomplish? What we want to accomplish is for Converse All-Stars (Chucks) to become a way to tell your story of who you are by promoting our vast arrays of styles, colors, and patterns that are as different as the people who wear them.

Who are we talking to? We are talking to young trend-setters and mainstream teenagers. Converse shoes speak to those who want to show off their own personal flair and showcase their individual self-expression. They aren’t afraid to make a statement and use their style and fashion to express who they are.

What do they think now? Converse All-Stars are for teenage boys, punk-rock bands and emo kids. The people who wear Converse are avid music fans.

What do we want them to think? They should think of Converse All-Stars as a shoe the expresses their individuality. Converse is a shoe that fits every lifestyle and can match your mood or your clothes. We want them to think that converse makes more than just a fashion statement, but it makes a personal statement. We want them to think of Converse as a youth symbol of originality, individuality, and self-expression.

Why should they think this? Converse All-Star shoes are seen as the most successful shoe in history. They are a global icon that resonates across different generations. With its classic, old-school feel and the increase in the number of colors and variety of print styles, it is a shoe that speaks to all people. Converse expresses those who wear the shoe and isn’t just a faded fashion of the 70's and 80's.

What is our message? Our message is that Converse All-Stars tells your personal story about who you are.

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Consumer Profile

Meet Emma

Emma Jamieson is 18-years-old and is currently entering as a freshman into the Art Institutes

of New York City in New York. She will be majoring in Graphic Design and is not quite sure what she

wants to do with her degree. Emma was born in Salt Lake City, Utah and hopes that moving to New

York will show her what life ahs to show her outside of her small hometown. When Emma isn’t

studying and going to school she likes to spend time with friends watching movies, going bowling or

just hanging out at someone’s house. She loves to listen to music and it is a big part of what defines

her. Some of her favorite artists include Daphne Loves Derby, The Cool Kids, La Rocca, and The Cure.

She spends a lot of her time surfing the Internet and usually is always on Facebook or MySpace. She

does a lot of her shopping online though she also likes to go to the mall to shop too. She watches very

little to no television at all, but catches all her favorite shows such as America’s Best Dance Crew,

Gossip Girl, and The Hills on her computer. Emma is very much into the latest trends in music and

clothes. She reads some music and fashion magazines like Muzik and Nylon, but doesn’t subscribe to

any of them.

Emma likes to buy clothes that make a statement and expresses who she is. Even her shoes

make statements. She likes to design her own shoes and set her own trend. Emma likes the classic,

old-school style with a modern twist and incorporates it into her wardrobe wherever she can. She

isn’t afraid of color and she isn’t afraid of standing out.

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Print Advertisements

Rationale The reason for the print ads is because even though the number of newspaper and magazine subscribers has gone down, teens and young adults still like to read up on the latest trends. The print ads really focus on the consumer, creating a connection with the brand. It addresses their desire for individuality and originality and how that personal statement reflects the person you are. The print ads are about making a personal statement that tells your story of who you are. Execution We would execute the print ads by placing them in magazines that are targeted towards teens and young adults interested in fashion, music and arts. The magazines would need to target more youthful fashion and style, underground music to rock and rap, and art magazines consisting of modern, graphic designs. A list of these magazines would include:

Nylon

Elle

Teen Vogue

InStyle

Muzik

Billboard

Spin

Print Magazine

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Promotions

Rationale The rationale for the two promotional events is to get the word out among the target market of teens and young adults about the “Tell Your Story” Campaign. Teenagers are all about expressing their individuality and the “Tell Your Story” campaign addresses the Converse as a statement of who you are. The “Tell Your Story” viral video will be used because most teens spend more time on the computer, specifically the Internet. They have grown irritated of commercial and traditional advertisements. They do not like to be sold to and would rather gain interest in the product on their own. The viral video is a way to tell the consumer about the product without them feeling like they are being advertised to. Hearing the story of an average person and their connection with their Converse shoes allows the viewer to develop a relation to the story and the product. The rationale for the “Design Your Story” campaign is a chance for the consumer to really become a part of the brand itself. Teens and young adults are all about expressing their desire to be different and to be an individual. Giving them the chance to create something uniquely their own allows them to express who they are and their story. This will engage them in the brand and become loyal to the fact that Converse let’s them be who they are and encourages their own individual expression.

Execution Most teens and young adults spend their time searching the web and Google-ing subjects, music, topics or people. By using social networking sites like Facebook and Myspace and Video websites, like YouTube, we are able to spread the message through a medium where our target market spends most of their time. This would be the most effective way to distribute our message.

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“Tell Your Story” Viral Video

The viral video promotion will take place over a 3-week period and each week one video will be released showing one person living their life through their Converse. Each video will be a maximum of one and a half minutes each. In the videos, the person in the video will tell their story of how they are able to express themselves through their Converse. They will incorporate how the design and/or color express their individuality. The entire video will be shot with the camera just looking at the moving Converse shoes as you hear the voice of the person telling their story. One video might involve the person going through their everyday activities such as walking, chilling at a coffee shop or putting their feet up on the coffee table. Another video might show a person being more active with their converse, dancing in them, playing soccer or rocking out at a concert. All of these would help to tell the story of who the person is and how even their daily activities tell their story of the person that they are. The Viral video will be posted on the homepage of the Converse website and there will be links to post the video to your Facebook or MySpace page or just a link in general to e-mail and share with friends. The video will also be posted on YouTube since it is a high traffic site where teens and young adults like to spend their time looking up videos and where, if they find something, they like will mostly likely tell their friends to watch and get more people to watch the video. The use of the Internet is a great way to get to our target market more than television or radio, since most young adults and teens spend most of their time on their computers at home or in the school library.

Dan’s Story - Tell Your Story Converse Shoes

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“Design Your Story” Contest Following the “Tell Your Story” viral video, the “Design Your Story” Contest will be a chance for the consumer to tell their story about themselves and how their Converse shoes reflect who they are through whatever outlet they feel is the best representation of them. Any artistic or creative outlet such as singing, playing guitar, dancing, drawing or writing can be used to tell their stories about how they express themselves through their Converse. People will submit their entries and the contestant who best represents themselves through their Converse will have the opportunity to design their own story on a Converse All-Star shoe as a limited edition sneaker. They are able to tell their story by using color, graphics, patterns or whatever they feel best will tell their story through the design of the shoe. Following the last “Tell Your Story” viral video, there will be a short announcement after the video about the “Design Your Story”. The announcement will tell the viewer that it's their chance to tell their story with a provided link to bring them to the contest webpage (located on the Converse website). We would send out e-mails and newsletters to people who are signed up on the mailing list. We would tackle social networking sites such as Facebook, Myspace and Last.fm, buying out space for ads promoting the contest. Putting the ads on the social networking sites where there is high traffic of our target market, will increase the awareness of the contest. It will engage them in the brand and give them the chance to express their own individuality and creativity.

Emma Jamieson

Design Your Story Converse Contest

Enter the “Design Your Story” Converse Contest to have a chance to design a limited edition Converse All-Star sneaker to be displayed and sold in all Converse stores. Show us how Converse shoes let you be creative with your self-expression. Visit www.converse.com for more details. Express yourself, Design yourself.

Tell Your Story

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