Converse focuses on Gen-Z with new campaign

Sales lead: Reach out to this company to score some of these extra campaign ad dollars.

Converse recently kicked off "Create Now. Create Next," its first major brand campaign in four years.
It will be supported across Instagram, TikTok, Twitter, Spotify, Hulu, and YouTube.
- There will also be OOH and transit ads in major cities.
The brand is specifically targeting Gen-Zers with this push.
McCann Worldgroup took care of the creative work.

Converse's target demographic: Gen-Zers

The brand will likely:

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

YTD spend: Converse spent around $9.7m on digital display ads YTD, a 67% increase from $5.8m spent in this channel during the same time period of 2021.
YTD data: 1.2b impressions via Instagram (86%), Facebook (10%), desktop display (2%), and desktop video (1%).
Last year: Full-year spend jumped from $3.5m in 2020 to $7.5m in 2021.
Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, genius.com, and self.com. It placed 1% of these ads indirectly through Complex Media onto sites such as complex.com, solecollector.com, genius.com, firstwefeast.com, and chegg.com.

Additional channel insights

Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.

Spending Shifts Northeast Consumer Goods digital National Campaign Launch Outdoor Gen-Z