converse final ppt
DESCRIPTION
Final project on a new digital marketing campaign for Converse.TRANSCRIPT
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Old School
New School
Converse’s Digital Marketing Strategy
By: Alex Goldfarb
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Converse Today
“Shoes are boring, WEAR SNEAKERS”• Current slogan tries to rebrand Converse as a “sneaker” company,
reverting to their roots over modern day “shoe” companies.
• Advertisements are clever, unique, creative, and draw attention upon first glance.
• The downfall that they have no stopping power and don’t show product in the ad.
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“Old School Meets New School” Campaign
• Bring Converse back to its roots while appealing to today’s youth.
• Create stopping power by using an assortment of 90’s and today’s NBA’s best players in our viral campaign on all social media platforms and the web.
• Leverage athletes to create an association between Converse, the NBA, and basketball in general.
• Create customer loyalty after initial purchases from links displayed/available on ads.
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Target Audience
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The BIG IDEA
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Tools/Tactics: Social Media• Use 3 different advertisements with 1 old NBA star and 1 new
NBA star in each 30-second advertisement.
• Come out with a new advertisement once every week on all media platforms for a 3-week period.
• Create landing pages for the “Old School meets New School” on all platforms.
• Promote the brand more than any one individual product.
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Google Adwords: Keywords
Basketball Shoes
Old School
Causal Shoes
Urban Apparel
Fresh KicksHot Sneakers
Chuck Taylors
Basketball Apparel
New School
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Just like Dr. J, Converse will be Soaring Back to Glory in NO Time!