Converse Engaging Consumer Creativity
Converse, one of the most popular and classic sneaker brands, is celebrating their Chuck Taylor sneaker line with a campaign that encourages customer involvement. The campaign called “Made By You” features a variety of pictures of worn and custom-made Chucks from many of the brand’s customers and a few sneakers from celebrities who are fans of the brand.
A campaign like this, that promotes customer self expression and creativity, is the perfect method to encourage customer engagement. The campaign which celebrates originality and individualism will further gain consumer interest and build Converse as the sneaker of choice for creative individuals. This is a good marketing tactic of Converse because it will strengthen their relationships with those customers that chose to participate and share their unique, personalized Chucks as well as allow customers to connect with others within the Converse-loving community.
Converse is already a popular and trendy brand but a campaign like this helps them to connect with their customers and reminds people what their brand represents. As a long time Converse customer, I can say their history as a sneaker brand made for creative individuals and rebels and the variety of styles they offer is what helps contribute to their large following.
http://adage.com/article/cmo-strategy/converse-breaks-made-campaign-chuck-taylors/297320/