Converse DM 31 DAYS by Anomaly New York

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31 DAYS

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market United States
Agency Anomaly New York
Director Jacob Lincoln
Executive Creative Director Mike Byrne
Creative Director Ian Toombs
Art Director Jason Nitti, Coral Garvey, Adolfo Alcala, Diego Contreras, Matt Walton, Brendan Gallogy
Copywriter Patrick Conlon, Anthony Falvo, Dave Ramirez, Alex Riezebeek, Johnny Dantonio
Producer Heather Brown, Tatiana Rudzinski
Account Supervisor Lauren Bozarth
Editor Dave Etkins
Released November 2011

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: CONVERSE
Product/Service: FOOTWEAR
Agency: ANOMALY
Executive Creative Director: Mike Byrne (Anomaly)
Creative Director: Ian Toombs (Anomaly)
Art Director: Coral Garvey (Anomaly)
Art Director: Jason Nitti (Anomaly)
Art Director: Adolfo Alcala (Anomaly)
Art Director: Diego Contreras (Anomaly)
Art Director: Matt Walton (Anomaly)
Art Director: Brendan Gallogy (Anomaly)
Copywriter: Anthony Falvo (Anomaly)
Copywriter: Patrick Conlon (Anomaly)
Copywriter: Dave Ramirez (Anomaly)
Copywriter: Johnny Dantonio (Anomaly)
Copywriter: Alex Riezebeek (Anomaly)
Producer: Heather Brown (Anomaly)
Business Director: Laura Aldington (Anomaly)
Account Supervisor: Lauren Bozarth (Anomaly)
Director: Jacob Lincoln (Greenpoint Pictures)
Producer: Tatiana Rudzinski (Greenpoint Pictures)
DOP: Logan Roos (Greenpoint Pictures)
Editor: Dave Etkins (Greenpoint Pictures)
Media placement: Internet Video - Youtube - November 25th 2011

Describe the brief/objective of the direct campaign.
Converse wanted to do more than send out spam mail or put ads in newspaper circulars. They needed something to be distributed to Converse's 40m Facebook fans all month long.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to cut through the seasonal coupon clutter, Converse wanted to do more than send out spam mail or put ads in newspaper circulars. Instead, we created The 31 Days of Converse, an online advent calendar of holiday-themed content.

Explain why the creative execution was relevant to the product or service.
Each film released between Black Friday and Christmas tied into a different 24-hour markdown, price cut or special offer available on Converse.com. These shareable video coupons were distributed to Converse's 40m Facebook fans all month long.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign made 9,566,764 total impressions. But more importantly, what could have easily just been another over-looked promotion on an over-saturated shopping day became a month’s worth of fun and irreverent holiday-themed content.