Show the world that Converse is more than a pair of Chucks.
Overview
In 2018, Converse asked R/GA to transform Converse.com from a destination to a conversation starter; one that enables discovery, relationships, and effortless shopping. Our objective was to build brand awareness and an emotional connection with our target audience: young, digitally native, trendsetters who are active on social.
Our plan of action was centered around the rethinking of brand behavior: to drive widespread awareness and relevancy. More than a shopping destination, Converse.com would be part of a lifestyle. To enable discovery, we created a homepage embedded with media and shoppable stories. Doing so allowed our younger audience to shop a fresh look and style, rather shop for a product. We strengthened our relationship with the our audience by creating community pages with shoppable, user-generated content, because relationships get stronger when consumers can share with one another. With our mobile-first design, we created an experience of effortless shopping — an experience that’s easy to use and delights shoppers from landing page to checkout.
Launched in March 2019, Converse.com is positioned to cultivate an experience that is special as the product itself — a site that resonates and engages with today’s trendsetting youth.
