Direct > Use of Direct Marketing

31 DAYS

ANOMALY, New York / CONVERSE / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

In order to cut through the seasonal coupon clutter, Converse wanted to do more than send out spam mail or put ads in newspaper circulars. Instead, we created The 31 Days of Converse, an online advent calendar of holiday-themed content.

ClientBriefOrObjective

Converse wanted to do more than send out spam mail or put ads in newspaper circulars. They needed something to be distributed to Converse's 40m Facebook fans all month long.

Effectiveness

The campaign made 9,566,764 total impressions. But more importantly, what could have easily just been another over-looked promotion on an over-saturated shopping day became a month’s worth of fun and irreverent holiday-themed content.

Relevancy

Each film released between Black Friday and Christmas tied into a different 24-hour markdown, price cut or special offer available on Converse.com. These shareable video coupons were distributed to Converse's 40m Facebook fans all month long.

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