Converse
Converse approached us with a bold objective: to challenge the status quo and redefine the culture and conversation surrounding fashion, definitions, and their consequences. In order to achieve this, we provided a range of services including brand building, account management, production, and creator network creation and engagement.
To accomplish our mission, we devised a strategic influencer strategy that focused on collaborating with label-breaking creatives based in Australia. In parallel, we forged a strategic partnership with Fashion Journal, a media title with a significant influence in the Australian fashion industry. We worked with the influencers and FJ and harnessed their unique perspectives and aimed to ignite meaningful dialogues and empower individuals to question and redefine societal labels.
September 2020 - November 2020
Sydney, Australia
Solution:
The results of our efforts were remarkable. The influencer strategy, combined with the partnership with Fashion Journal, achieved substantial reach and engagement. The influencer-generated content reached an audience of 25,000 individuals, while the media channels extended our message to an impressive 900,000 people. These figures highlighted the significant impact we made in shifting the culture and conversation surrounding fashion, definitions, and their consequences.
Converse's launch of the Converse Shapes apparel line played a pivotal role in challenging societal norms. Designed to be gender-agnostic and size-inclusive, Converse Shapes embodied the idea that clothes should not define individuals, but rather individuals should define the clothes they wear. By promoting inclusivity, self-expression, and a rejection of societal labels, Converse successfully resonated with the target audience and communicated the brand's core values effectively.