Client: Converse

Scope: Branding, design, social, website, XM / Immersive

Converse ArcTikTok

You don't have to compromise style just because it's winter. As part of the Converse Create Next campaign we tapped 30 creators, tasking them with redefining cold-weather style through their own lense. The result was a surge of authentic content that showcased versatility and built buzz around the iconic winter ready Chucks.

01 Approach

There are two things Canadians love — winter and TikTok. To demonstrate how the new Chucks combine style, comfort and warmth that hold up to winter, we turned a 16 foot mobile freezer into a TikTok studio in the heart of the city and invited 30 creators to come put them to the test. The freezer was kitted out with blowing snow, ice, and a custom soundtrack by All Star singer / songwriter Ana Sofia — complete with synchronized LEDs for added effect.

On TikTok, creators posted content using Ana's new track "No Negotiations", tapping into their own creativity and self-expression, while showing-off the style and function of the new winterized Chucks. 

Case Study

Multiple smartphones displaying TikTok videos of people in colorful, neon-lit snow and urban scenes, showcasing winter fashion and footwear.
Group of people standing and chatting around a mobile Converge event truck with neon lights in a city street at night.
Laptop and smartphone displaying the online store Converse, showcasing winter clothing and footwear with neon lighting effects.
Exterior of a Converse store with large digital posters of models in winter clothing. The posters feature models in snowy environments with neon lighting, and the store has a brick facade with decorative stone accents.

Results

  • 658K total video views, led by organic creator content

  • 62K social engagements, reflecting an invested audience that actively participated in the conversation.

  • 18% surge in website traffic