Converse DM PROM by Anomaly New York

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market United States
Agency Anomaly New York
Director Jonathan Krisel
Creative Director Ian Toombs
Art Director Jason Nitti
Copywriter Anthony Falvo
Producer Heather Brown
Account Supervisor Lauren Bozarth
Editor Todd Stewart
Released April 2011

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: CONVERSE
Product/Service: CONVERSE
Ex. Creative Director: Mike Byrne (Anomaly)
Creative Director: Ian Toombs (Anomaly)
Copywriter: Anthony Falvo (Anomaly)
Art Director: Jason Nitti (Anomaly)
Producer: Heather Brown (Anomaly)
Business Director: Peter Semple (Anomaly)
Account Supervisor: Lauren Bozarth (Anomaly)
Director: Jonathan Krisel (Caviar)
DOP: Ruben O'Malley (Caviar)
Ex. Producer: Jasper (Caviar)
Editor: Todd Stewart (Consulate)
Media placement: Internet Video - Youtube - 4/21/2011

Describe the brief/objective of the direct campaign.
To promote a new line of prom-inspired Chuck Taylor sneakers, Converse created the Ask-Er-Out-Er to help teens ask out the guy or girl of their dreams.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Ask-Er-Out-Er intro video invited the promgoers from Converse 40m Facebook fans to submit 3 things they liked about their potential date.

Explain why the creative execution was relevant to the product or service.
From the most creative comments we created 6 original Ask-Er-Out-Er videos to help them ask out their crushes in unconventional ways.

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 had over 45.8m impressions and over 70k likes. It increased Converse’s Facebook audience by 24.3% and Twitter audience by 31.9%.