The challenge:
Create an artistic and social outlet for those wishing to share their creative work. Converse is an upbeat brand with creative consumers. It is not uncommon for owners of Chuck Taylor’s to turn their shoes into their art canvas. The “What can you do with your Canvas” campaign will allow for artist of any level to share the artwork they have done on their shoes. They will then share it through Facebook gaining “likes.” At the end of the campaign, the top five decorated shoes with the highest number of “likes” will be able to have their shoes custom made. This allows people to not only share their work with new friends that share a common interest, but could also provide future inspiration of creativity.
Who is the target audience?
The target audience is your everyday consumer who is loyal and committed to the Converse brand. Although the challenge is not limited to any age, the target age would range from around 15- 30’s, people who commonly use FaceBook. Additionally, the target will include those with a keen sense of creativity that use all and any objects as an artistic outlet.
What does the audience currently think about the brand or group?
The audience currently is very loyal to the brand. Converse All Star is a classic shoe and people can depend on this brand. It is comforting and trusting.
What would we like the target to think and feel?
Continue to feel this love for the brand. We want them to be excited about the new possibilities the brand is offering by not only letting you pick the color of the canvas and laces, but by creating an original piece of art work.
Which facts, evidence, or thoughts will assist in this change of thinking?
The challenge to be original and promote your work of art to be able to design a pair of shoes.
What is the brand essence?
Quality, creativity, originality
What is the key emotion that will build a relationship with the core audience?
The emotion that will build a relationship with the core audience is the drive to be original. When a person is proud of their work, they want to share it. With every creative project, one works to be original and clever. This contest not only allows people to test their creativity, but allows them to share and be proud of work they have done.
What media will best facilitate our goal?
The contest will be held through Facebook, and will be advertised here as well. Additionally, people will find ads in twitter, converseblog.com, theconverseblog.net, and converse.com.
What are the most critical elements?
The most critical elements would have to be the actual Facebook event page where all the photos would be posted. On the Facebook homepage there is an area where you can find events and different campaigns converse is doing. Here, people will be able to find the “Converse CanvasArt” challenge, where they will be able to upload their photos and look at others.
What is the single most important takeaway?
The most important takeaway is the idea level of creativity Converse All Star is trying to promote. Not only is this a promotion for their brand, but it is a promotion for people to be original and artistic. It is always important to try and find new ways to stay creative and Converse is providing this outlet.
What do we want the audience to do?
From this, we want our audience to be more aware of creative possibilities. You can find a creative outlet in anything, it’s just about finding your style.
The main Facebook page and the link to the Canvas Challenge:
Here is the cover photo and profile picture when you click on them to enlarge them:
Here is the event page:
Here are the ads for converse.com, converseblog.com, theconverseblog.net, Facebook, and the twitter page:
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