As a lifelong Converse wearer, they’ve been a staple in not only my wardrobe but in my social media following. Beyond my personal loyalty, I’ve always noticed how they maintain such a strong presence in the digital world. Which brings me to wonder, how effective are their paid social media ads? Are they truly engaging their audience and driving sales, or is there room for improvement?
Campaign Objectives
Converse’s “Love Me, Love Me Not” Valentine’s Day campaign isn’t just about celebrating self-love and individuality—it’s strategically designed to drive conversions. By showcasing eye-catching designs, Converse aims to capture attention and encourage quick purchases aka conversions.
This campaign uses targeted paid social media ads to reach fashion-forward audiences right where they’re scrolling, strategically linking to product pages for a seamless shopping experience. The focus is on bold visuals and limited-edition styles, creating a sense of urgency that drives customers to buy before the collection sells out. It’s a smart blend of storytelling and strategy.
Assessment of Creative Elements
Converse’s Valentine’s Day campaign nails it with its fun, bold creative style. Featuring model Alex Consani, the campaign plays with two sides of personality, flirty and edgy, which makes it super relatable and fun to watch. The visuals pop with reds, pinks, and blacks, giving off those Valentine’s vibes without feeling too cheesy.
They did a great job showcasing the products as statement pieces, like the Chuck 70 Hi with ribbon roses and the super cool De Luxe Heel Platform with heart-studded straps. Everything is designed to catch your eye while you’re scrolling on social media, making it hard not to click through and check out the collection.
The copy is straight forward and simple, no long captions bog the post down. Using clever captions like “Love is fickle, roses die. But Chucks? They’re forever.” This is a great example of using the short window they have to capture the audiences attention.
And now that they’ve caught your attention, the CTA is a simple – “Shop Now”. Once you’ve peaked someone interest, you just need to give them to resources to move forward which is what the shop now button does on all of these ads.
Targeting Assumptions
With this Valentine’s Day campaign in particular, we can make a few assumptions on who Converse is targeting.
- Gen Z and Millennials. These are people who are embracing bold new styles and fun patterns in their everyday looks.
- Feminine Audiences. While Converse is a unisex brand, the themes, colors, patterns, and styles of this campaign in particular lean more towards the feminine side.
- Relationships. In the spirit of Valentine’s Day this is also aimed at the theme of gift giving. Whether you’re for a significant other or for yourself, their products are available just in time for the holiday.
Industry Benchmarks
When looking at the industry benchmarks provided by Wordstream, the CTR is 1.24% for apparel which is higher than the overall average of .9%. The average CPC for apparel is $0.45, which is below the overall average of $1.72. And the Conversion Rate for apparel is only 4.11% compared to the overall average of 9.21%.
So based on those numbers, we can see that Click-Through Rates are the easy part. While on the other hand, Converse has to put in a little bit more work when it comes CPC and Engagement Rates just based off the industry average.
Some Recommendations
Converse has put together a comprehensive and engaging campaign, but there are a few things that can be done to maximize the use of their paid ads.
Enhancing Audience Targeting
Converse has the opportunity to broaden the overall reach of this campaign through not only targeting Gen Z and Millennial consumers but a broad range of ages. After all, they’ve been around for a long time – who says you can’t keep wearing Converse when you’re old?
Get Creative with Interaction
While these ads have great creatives, there are other ways that Converse can boost their overall interaction and engagement. By utilizing user-generated content and interactive tools like polls and stories, Converse will strengthen their connection with audiences that will keep them coming back and clicking for more.
Madison Vale 
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