In early 2017 with eROI, I helped pitch a new email campaign for Converse.
Recently acquired by the swoosh, Converse needed to keep its hard-won relationship with its core fans while inspiring future converts.
I wore Cons throughout high school and college. I didn't want to see them lose street cred.
Guided by my story concept, our campaign reflects (and leans heavily on) Converse's legacy in pop culture, self-expression, and the street. Product touts are subsumed by meaningful editorial content covering five themes. Copy and image work together to first inspire users, then encourage transactions.
In addition to developing our message strategy, I outlined and edited our pitch and scripted two emails as proofs of concept.