How do you sell without selling out?

In early 2017 with eROI, I helped pitch a new email campaign for Converse.

Acquired by Nike, Converse had to keep its core fans while inspiring future converts. Read: Punks and sneakerheads in the same room.

I tore through my Cons in high school and college.

Challenge accepted.

Guided by my story concept, our campaign leaned heavily on Converse's legacy in pop culture, self-expression, and the street. Product touts are subsumed by inspiring editorial content covering five themes. Copy and image work together to first connect with users, then encourage transactions.

In addition to writing our message strategy, I outlined and edited our pitch and wrote proof-of-concept emails. 

Story concept
Narrative design

Content strategy

 
Converse 1
Converse 2
Converse 3
Screen Shot 2017-06-06 at 9.14.17 PM.png
Converse 5