Converse Facebook Case Study This case study attempts to track the reasons behind Converse's success on Facebook, which is undoubtedly the biggest sneaker brand on Facebook. Also, a list of key take away of this Facebook Case Study has also been included.

1. Converse Facebook
Case Study
- Umananda Mukherjee

2. Fast facts
• Converse established their Facebook presence on August 14, 2008
• Presently have more than 34 million fans on its Converse page
• Listed 7th among top 10 successful brands on Facebook by Tracksocial.com
(as on September 17, 2012)

3. 1 st
Community engagement
Converse
Facebook
Strategy
First status update
Major activity started on Feb 2010 –
Converse posted opinion polls on
random topics, to which they
received a good amount of
response, with ‘comments’
surpassing the number of ‘likes’.
RESULT: This gave them an initial
understanding of the basics of
community engagement.

4. 2 nd
Attract eyeballs
Converse
Facebook
Strategy
In Feb 2010 Converse also decided to make a tryst with the idea "Attracting eyeballs". They
started making and posting short movies on Facebook, showcasing people with unique
talents like "Olivia the photographer “ and "Mentalgassi the street artists". Deservingly
enough, the responses were very encouraging.
They even touched upon the subject “weird”, when they posted a video "Kissing with Ross",
featuring a densely bearded man, showing how to kiss; which although received loads of
critical comments, made Ross an internet sensation overnight.
RESULT: This indirectly promoted Converse as a brand.

5. 3 rd
Give people what they want
Converse
Facebook
Strategy
April 2010 saw Converse starting
to promote its sponsored events
like music shows, basket ball
games, skating board
competitions on Facebook,
attracting tons of likes and
comments. This move attracted
lots of music and sports lovers,
who were presented with
something they have always
loved.
RESULT: The brand Converse
became synonymous with
entertainment.

6. 4 th
Understand the value of right timing and
Converse
Facebook
subtle marketing
Strategy
By April 21, 2010, Converse
which had a fair understanding
of Facebook as a platform and
more importantly its fans felt
that the time was ripe for a little
marketing.
Taking a subtle step, they
started posting photos of their
latest shoe models, supported
by a very restrained marketing
content.
RESULT: Received heaps of
likes all the way, with people
commenting and even sharing
the posts.

7. 5 th
Promoting and recognizing partners is self
Converse
Facebook
promotion
Strategy
Beginning of May 2010,
Converse began posting status
updates of its partner brands
like RED (a charity for AIDS
prevention and cure), Complex
Magazine, Thrasher Magazine
etc., who would have directly or
indirectly involved in marketing
or sale of its products.
RESULT: People appreciated
and the likes followed.

8. 6 th
Piggy back on big occasions and
Converse
Facebook
encourage action
Strategy
During September and October 2010,
Converse tried tapping on Halloween
fever. They released shoe designs on
the Halloween theme and posted
pictures of their shoes on Facebook.
This was also the time when they
started posting action oriented status
updates.
This proves that Converse had a good
understanding of its audiences' behavior
and know the exact timing of their posts
to garner the maximum engagement
and thus avoiding time decay.
RESULT: Again the amount of likes,
comments and shares were very
encouraging.

9. 7 th
Understand your audience
Converse
Facebook
Strategy
On May 27, 2011
Converse in its effort to
understand its audiences
a step closer, asked its
fans about their likes and
dislikes on Converse's
activities on Facebook.
RESULT: This provided
Converse with a clear
understanding of their
fans’ likings, which in turn
helped them to better
strategize their moves in
future.

10. 8 th Give fans a sense of involvement and
Converse
Facebook reward them
Strategy
June , 2011 - Taking a significant step, Converse asked its fans to post photos of their favorite
Chuck Taylor All Star shoes on its wall. Converse then went a step further and chose a
selection of the submissions and posted the images of their fans’ Chuck Taylors on their
Timeline.
RESULT: Garnered a huge positive response from fans, also Converse’s decision to
showcase their fans’ photo on their wall again turned out to be very popular. Who wouldn't
love to be featured on their favorite brand’s page?

11. 9 th Get hold of facebook tools
Converse
Facebook
Strategy
March 31, 2012 - Converse intelligently used the "highlighting option" on the very next day of
its availability as a part of Facebook’s launch of the "Timeline". While the highlight option
doesn’t add much practical value, it definitely adds to the visual appeal when a fan is scrolling
through the page.
RESULT: Keeping a close eye on Facebook as an ever evolving platform, can keep you
ahead of the competition.

12. 10 th
Create engagement and desirability for
Converse
Facebook
your product
Strategy
Converse again proved its
mastery of subtle product
marketing on Facebook, when it
successfully ran a campaign to
promote its Dr. Seuss themed
shoes; asking its fans to upload
photos of their Dr. Seuss shoes,
from which selected ones were
later showcased in an album.
RESULT: A restrained
marketing approach paid off,
earning Converse a colossal
amount of positive responses.

13. Converse Facebook case study - key
take away:
• Community engagement is an all important key to drive a roaring trade on
Facebook
• Attracting eyeballs is what you should be initially looking at and then build on
the momentum
• Give people what they want and they will return the favor
• Understand the value of right timing and subtle marketing - aggressive
marketing might backfire
• Promoting and recognizing partners is self promotion
• Piggy back on big occasions and encourage fans to take an active part
• Understanding your audience, their likes and dislikes will help you know your
position and strategize accordingly
• Give your fans a sense of involvement and reward them
• Getting hold of the ever evolving facebook platform can be instrumental in
giving you the much needed competitive edge
• Finally, keeping in mind that creating engagement and desirability of your
product is why you are on Facebook at the first place

14. Thank You
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Disclaimer: I don’t own rights to any of the images used on this presentation. The purpose of
this presentation is only informative and not commercial in anyway. The published information
in no way reflects the views and opinion of my employer and represents only my personal
viewpoint.