Overview

IN A SEA OF SAMENESS, WE DISRUPTED THE NORM AND SET OUT TO WIN THE STREETS

Converse Australia partnered with Magnum & Co to launch their One Star sneaker on to the streets of Sydney in a way that genuinely connected with 15-19 year olds bypassing the typical mainstream malaise.

Services: Influencer Marketing

Results highlights: 

Within 24 hours 200 Gen Z’s shared 320 posts.

We reached 187K Gen Z’s, generating 672K impressions.

THE BRIEF

MAKE CONVERSE RELEVANT AMONG GEN Z’S WHO AREN’T LETTING BRANDS DEFINE WHAT’S COOL

As a test market Converse wanted to try something different, so in Sydney we had to find a way for Gen Z to advocate and influence potential customers of its One Star sneaker.

TRUE INSIGHT

We threw out all preconceived ideas of Gen Z and started from scratch. We uncovered via research and focus groups:

– Over 60% reported liking ads that show real people in real situations

– Over 70% reported not liking ads that make life look perfect

– 50% said they’d pay more for a product that’s consistent with the image they want to convey

– 44% of Gen Z shoppers acknowledge Instagram impacts their purchases

– 36% of Gen Z would create digital content for a brand

– 43% would participate in a product review for a worthwhile relationship

– 79% said they use Snapchat at least once per day

Everyday influence drives stronger resonance with Gen Z when their friends appear alongside Kylie’s Instagram and DJ Khalid’s Snapchat story

Importantly we identified they want to be part of collaborative communities where ideas and opinions are easily exchanged

We uncovered Gen Z really aren’t Gen Z at all. They don’t come last. As forward-thinking leaders of now, they deserve to come first:

“Gen A are the leaders in the eyes of their peers”.

THE SOLUTION

Using our influencer marketing solution Magnetic, we identified and collaborated with Gen A’s via social media, leveraging UGC and personalisation.

These group leaders attracted their followers and drove consideration to create an on-the-ground authentic movement – documented on social channels.

Clued up, cultured and connected; we knew they wouldn’t respond to gimmicks. To infiltrate this community, we began by following them on social media and then hand-selected the cream of the Gen A crop to directly start tailored conversations.

Via an exclusive and private Instagram account, Converse X (which we invited them to), we interacted with them and gave them ongoing priority access to products, experiences and opportunities to capture One Stars in real situations to share on social media. And we partnered with a perfect Gen A ambassador in Masego, to show exactly what we were looking to achieve via our micro-influencers.

Due to its success, Converse is now activating the campaign globally (a target of ten regions). Magnum & Co and Converse Global HQ will be a hybrid team overseeing and managing this rollout. A Converse X Toolkit was created by Magnum & Co, detailing each step of the campaign, which will the manual for regions activating. In addition, Magnum & Co will be predominantly responsible for community management globally.