CASE STUDY: Converse creates Kaixin001 application to build brand awareness

Background

Kaixin001 is one of the most successful Facebook clones in China, especially popular among urban white collar consumers. Converse is an innovative brand always looking for new ways to engage with consumers.

Aim

To increase consumer awareness of not only the Converse brand, but also the franchise product range under Converse, including Chuck Taylor, Jack Purcell, Star Chevron and One Star.

Execution

Mindshare, the media agency for Converse in China, created a Kaixin001 digital activation campaign using the site's gifting application.

This also resulted in a new functionality which allows Mindshare to track users' gifting behaviour. 

Kaixin001 users are required to collect all four franchise Converse products to qualify for a lucky draw and a chance to win a pair of real Converse shoes. As different shoes are programmed to appear on a random basis, constant gifting allows the brand to build up franchise familiarity very quickly.

Result

Over 3.5 million gifting activities were tracked within one week of the campaign's launch in July. This is nearly three times more than the average weekly gifting sending levels.

Credits:
Project Converse FA-HO2010 campaign - Change the Game
Client Converse China 
Creative agency Wieden+Kennedy
Media agency Mindshare 
Digital media director Kelly.Xing
Digital media associates Vicky.Zhao, Vivian.Geng
Exposure Online