Summer is winding down and the school year is getting ready to start back up for many, bringing on the back-to-school campaigns. Converse has smartly combined several different approaches in their latest campaign, getting star of Netflix series Stranger Things Millie Bobby Brown to share “First Day Feels” in a video they’ve also used to create a series of GIFs capturing all of the emotions it’s possible to feel on a first day. Or at least 32 of them.
Converse is of course promoting the campaign across their social channels and getting a nice boost from reposts from Brown’s accounts as well.
— Converse (@Converse) July 29, 2017
Marketing Dive breaks down the brilliant simplicity of their overall approach:
“To capitalize on the big back-to-school sales period, Converse is making clever use of a relatively simple content type — GIFs — along with a rising star tied to a pop culture phenomenon fans are eagerly awaiting to return in the fall. Partnering with publishers like BuzzFeed and Teen Vogue will also help the brand get in front of a relevant audience of young women and teens around Brown’s age.
GIFs might be gaining more traction as marketers place greater value on extra-short video content and ad formats. GIFs are essentially looping short video sans sound, but are even more scaled down data size-wise, making them easy and compelling to share — an aspect Converse is leaning into by promoting the Brown reactions on its own social media channels.
Converse’s campaign also comes as GIF search engine Giphy is reported to be developing a sponsored format within messaging apps, according to The Verge. Such an integration could help brands like Converse directly reach teens and millennials where they are increasingly spending their time online — on messaging and chat platforms like Facebook Messenger, Tinder and Kik.”
Especially smart since season two of Stranger Things premieres on Netflix this fall and use of a second screen while streaming (and bingeing) is increasingly common.