The brand's Facebook page was only posting about products and had lost its brand identity on social media. To address this, the brand launched a campaign during the 2014 FIFA World Cup featuring posts with the hashtag #watchingfootballisboring and a fashion/style post series with #ConverseLookbook. This new fun and inspiring non-product content helped increase the brand's affinity by engaging customers in real-time on social media. As a result, year-over-year Facebook results improved from August to December 2014 compared to the same period in 2013.