Converse Campaign Final

]

Yi-Feng Yeh

Marquis M. Converse1908

Charles H. Taylor 1932

Nike 2003

Revenue up 26% (915m) in 2009

Teenagers/ Young Adults: pop culture.

Components

AdCommercial

Magazine

Nylon

Ouch!

Trans

Milk

Endorsement

Arcade Fire (USA)

Radiohead (UK)

The Whitest Boy Alive

(Gernamy/Norway)

Mika Nagashima (JP)

Components(cont.)

SocialMedia

Facebook Best Look

Twitter TwittERR

Blogger

Flickr

Youtube

Check-In Apps

Boston

New York City

Components(cont.)

Events

Concert of Rebellions

Converse Parade for AIDS

Out of Shoebox! Grass Festival

Chuck The Street Clean

Garage Band Month

Campaign Timeline

Jan

• Best Twitter

Feb

• Single Valentine

Mar

• Spring Campaign

Apr

• Out of Shoebox! Grass Festival

May

• Summer Date with Chuck

Jun

• Chuck the Street Clean!

Jul• Chuck it Out Loud! Garage Band Month

Aug

• Converse Rebellion Tour

Sep

• I Love/Hate School Campaign

Nov

• Thank You Chuck Turkey Campaign

Dec

• Bye Bye our 80 Chuch T! New Year Concert

Campaign Timeline

Endorsement; $1,800,000

Advertising; $6,000,000

Concert of Rebel-lions;

$20,000,000

Other Activities; $350,000

Budget

Total Budget:28,150,000

Monitor

Google Analytics

Google Alert Check-Ins Sales

GrowthEventsPages

Customer Service