Product launch for Chuck Taylor All Star II
In 2015, the Converse Chuck Taylor All Star II was renewed for the first time in 98 years. The new and improved version of the classic Chuck Taylor was set to hit the shelves in Scandinavia before Christmas and needed a quick campaign in Denmark, Sweden, Norway and Finland to boost the media visibility and in order to extend sales.
This was a challenge because media had already written about the updated version of the iconic shoe in connection to the US launch the same summer, which made the news value lower. It was also off season for canvas shoes in Scandinavia, since the launch happened in the middle of the darkest and coldest season of the year.
Our approach to the launch of Chuck Taylor All Star II had to be adapted to a fast moving reality and a very short time span for the campaign. We decided to focus on pampering a selected number of influencers and journalists on each market. By giving them an exclusive preview of the redesigned classic, we managed to boost the hype of the new shoe.
Being a cross border agency, we could efficiently compose, write and adapt material associated with the launch on all four markets. We used Converse’s international press material, which we adapted to each market in form of fact sheets, press releases, fun facts and product images. All selected Top Tier media and influencers were contacted personally with regards to shoe size and shoes were distributed in time for them to wear the shoes prior to the launch.
The campaign resulted in media coverage across all the Scandinavian countries. Among others, publications such as MetroXpress, Euroman DK, Metromode, Elle.se, Finansavisen, Klikk.no, Trendi and MeNaiset wrote about the launch. In addition to editorial coverage, we created great traction and visibility through social media and online blog posts.
In total, the campaign resulted in a reach of 3.049.000 through editorial channels and 725.000 reach through social media and an estimated advertising value of 57.000 Euro.
Allan Sonne Sørensen
Partner & CEO
+45 51 88 82 70