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:

  • Continue ramping up digital ad spend
  • Focus more dollars on social channels

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,,,, and It placed 1% of these ads indirectly through Complex Media onto sites such as,,,, and 

Additional channel insights  

  • Converse also invests in OOH.

Current agency roster:

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