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Converse reaches creatives with its #MYCANVASJOURNEY campaign

Tim Gibbon (Social Media Portal (SMP)) - 15 April 2013

Converse reaches out into the creative space with #MYCANVASJOURNEY


Fashion and sports apparel company Converse uses an Instagram photograph competition to drive #MYCANVASJOURNEY social media marketing campaign


Converse logoCampaign name: #MYCANVASJOURNEY
Agency / Brand: Converse, Coffin On Cake PR
Audience: Fashion, sports apparel – creatives including television presenters, actors, designers to photographers, stylists and sound engineers folk
Duration: 28 days
Budget: Under £20K
Channels: PR and social media
Results: 100 separate media hits with attention from leading media titles such as Harpers Bazaar, i-D and Clash

Social Media Portal (SMP): Who is behind the campaign?

Coffin On Cake PR (COCPR): The agency behind the campaign is Coffin On Cake PR, you can find us at http://www.coffinoncake.com, http://coffinoncake.blogspot.co.uk, Tumblr, Twitter at @coffinoncakepr and Facebook.

Social Media Portal (SMP): The full name of the brand (company it is for)

COCPR: The campaign was for Converse Accessories, and you can find them at www.converse.com

SMP: The official campaign name and why was it chosen?

Converse: The official campaign name was #MYCANVASJOURNEY.  This was chosen as we did not want to use the brand name, but instead convey the journey every Converse product takes.

Converse mycanvasjourney logo

SMP: What was the start and end of the campaign?

COCPR
: The campaign began on 11/02/2013 and ended on 10/03/2013 (28 days).

SMP: The audiences of the campaign, who are you trying to reach and why?

COCPR: The campaign was designed to harness the power of the participants social networks and bring their own communities into the fold to create a unified sense of brand love.

SMP: Briefly, tell us about your campaign

COCPR: Converse Accessories gathered together a select group of Instagrammers who represent the creative aspects of the brand – from television presenters, actors and designers to photographers, stylists and sound engineers – All selected for the interesting lives they lead and their inspiring Instagram feeds.

Over the course of four weeks the Instagrammers took part in a photo campaign taking the iconic Converse Canyon Duffel Bag on their life journey. Just like a pair of Chuck Taylor’s, each bag has taken on the personality of its owner, with unique scuffs, marks and customisations gathered throughout their journeys, which showcase that individual’s chosen path.

SMP: What were the goals of the campaign and how was is it different?


COCPR: The goal of the campaign was to create an inspiring creative feed gathering together the many creatives who make up the Converse world.

SMP: What were the channels, platforms and methods you used?

COCPR: This was a social media campaign, designed to operate through Instagram and Tumblr, with various posts feeding through to Twitter, Facebook, Vine and news stories appearing on a variety of websites.
Converse mycanvasjourney image 1

SMP: Why did Converse Accessories specifically choose Instagram and Tumblr?

COCPR: We chose these platforms because we feel that they are the most creative social media platforms, built for the sharing of images and building communities.  It was an opportunity to try a new emerging social media platform, whilst using Tumblr to group together everyone’s photos with Instagram’s convenient sharing features.

Converse mycanvasjourney image 2

SMP: What results did you achieve for the campaign?


COCPR: The campaign achieved over 100 separate media hits, with attention from leading media titles such as Harpers Bazaar, i-D and Clash.

SMP: Given the length of the campaign, why was the exhibition scheduled for two days?

COCPR
: The exhibition was originally scheduled to last for one evening as a climax to the campaign, but due to significant public interest we chose to extend this over the course of a weekend.

SMP: What is the budget used for the campaign?

COCPR: The budget for this campaign was a five-figure sum - lower than £20,000.

SMP: What were the dedicated hash tags or social media profiles for the campaign?


COCPR
: The hash tag for the campaign was #MYCANVASJOURNEY and the social media profiles associated with it were @mycanvasjourney on Instagram and Tumblr.

SMP: Are there any plans to repeat the campaign or similar?

COCPR: Currently there are no plans to repeat the campaign as we successfully managed to achieve all of our goals.



#MYCANVASJOURNEY – Behind The Scenes from Santiago A



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