Converse x TikTok

Partnership

In February 2020, for Converse’s launch of the Creative All Star Series in London, they partnered with us (TikTok) to broadcast their offline event to global audiences and get TikTok users involved in the action.

Objectives

• Grow brand affinity among London’s young communities
• Inspire audience to embrace their uniqueness, and develop their skills

Activation

We enlisted the help of four top UK TikTok Creators; James Lewis (@jamesllewis, 2.1 million followers), SurFace (@surfaceldn, 5.7 million followers), TootyMcNooty (@tootymcnooty, 4 million followers), and Vexx (@vexx, 168,200 followers), to drive high user engagement and generate massive reach through our in-app TopView & In-Feed ads, as well as a branded hashtag challenge. As well as driving event sign ups, users were encouraged to join our Creators in the #ConverseAllStar challenge – where thousands of Converse fans used their creativity to customise their own unique pair of sneakers. Capitalising from the online activation, we continued the customising craziness down at the All Star event in London’s Hoxton Docks, where our four featured Creators hosted live demonstrations of their own customisation process.