In Latin America, there are many musicians who must work day jobs to survive. To help gain them exposure and recognition, Converse created a campaign to celebrate and support who they really are, and show the world they are more than their day jobs. In a world so obsessed with celebrating results, we are celebrating the journey.

The campaign launched on International Labor Day with online films that showcased the lives of three young artists struggling between their day jobs and their art. We used the films to start a social conversation and open a platform for people to share their own stories, using #LoQueSoy (#WhoIAm). We sorted through those stories, and chose those who were struggling the most, and invited them to record in Converse’s professional Rubber Tracks studio. We also recruited up-and-coming directors to shoot Spotify’s first interactive music video, inspired by our young artist’s dead-end jobs. The video was accompanied by an interactive playlist to give artists who are stuck in day jobs a chance to have their music played by thousands.

Over 163MM impressions were delivered throughout the campaign overall. Over 21MM million people engaged with our social content whether it was via Likes, comments, shares or views. Page likes garnered an additional 66K likes across the LATAM pages. Users actively chose to participate in seeing information that Converse posts on Facebook. Engagement on our Posts (15.5%) exceeded engagement benchmarks for LATAM (1%-2%). Our Spotify experience pulled in over 17,000 unique sessions, a 95% interaction rate, and an average of 5.5K daily users listening to the playlist. A total of 3.23MM impressions were delivered on Spotify and 47K clicks were generated over the course of the 30-day campaign. In just one week, we garnered over 6.3 million views and 70 million impressions on Facebook. The campaign gained overwhelming support from artistic communities and struck a nerve with millions of people.