Converse is a brand with considerable market share. Many hard-working people have come to find that while Converse has provided boots to the armed forces here in the US for over a century, they also produce some pretty serious footwear for the work site. This project was a chance to work with an established brand to channel its own unique voice to speak directly to those involved with the hospitality, industrial, emergency service, and military industries. The primary goal was to reinforce the viability of the brand as providers of footwear beyond what was expected from Converse.
Research indicated the many potential buyers were unaware that Converse made footwear for these kinds of use cases, as most of the Converse brand messaging speaks to young, energetic, and more leisure-oriented buyer profiles. A great approach to this challenge was a strategic marketing campaign matched with on-site photography and messaging that closely matched the parent brand’s conversational tone yet spoke more closely to those in a demanding field of work that needed a focus on not only style but safety as well. Product discovery was another major goal. It was crucial for the visitor to encounter minimum roadblocks throughout the journey, as the call to action was not to actually sell the visitor anything, but to provide a clear path to a dealer or retailer. This meant that to complete the sale, the visitor had to overcome any resistance on the Converse Work site, as well as any challenges met through the subsequent retailer. This was solved with clear labeling, large callouts, and persistent search for quickly funneling visitors to the right products.
