Final project on a new digital marketing campaign for Converse.

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!