Final digital media campaign presentation for Converse sneaker brand. Project was created for ADV 420 at Michigan State University.

1. Digital Media Strategy Fall 2012 : Paige Thompson

2. BIG IDEA : U★converse
UConverse is all about video and blog
interaction. We want to know the sneaker history
of our wearers. When, where and why they
choose Converse.

3. PURPOSE
Three month interactive campaign
created to redesign, reinvent and
relaunch the Converse brand
Tell the Converse story from our wearers
view point
Intent is to gain new market data,
increase brand awareness, and acquire
new prospective buyers

4. TARGET AUDIENCE
Primary Target: 16-24 years-old
Independent Purchasers
Most media savvy generation
Secondary Target: 15 year-olds and
under
Influencers, not the buyers

5. WEBSITE
Homepage
Feature to upload and
watch videos posted by
wearers
Celebrities endorsements
with their Converse story
Show case the option to
customize your Converse
Brief timeline of Converse
history

6. SOCIAL MEDIA
Facebook Twitter
Profile Feed

7. SOCIAL MEDIA
Pinterest YouTube
Homepage
**Must be created**

8. INTERNET MARKETING
 5-14 word/phase AdWords
campaign
PPC (pay per click) option in
order to maximize data recovery
and minimize budget costs.
Banner ads to compliment
YouTube and Facebook
components
Use of Analytics to record and
process new data

9. BUDGET
Cost
Total Budget: $750,000
Strategy: $5,000 Strategy
Planning: $15,000
Planning
Design: $20,000
Design
Management: $500,000
Management
Marketing: $200,000
Marketing

10. OUTCOME
Record new data
Understand target markets
trends currently
Increase sales
Increase website traffic
Create and develop new
style of Converse