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Case Study: Converse
With three months to go before the launch of the Chuck II, we were challenged to define and design a Chuck II landing experience, create an iOS PR app, solve an in-store product display conundrum and enhance online store performance.
Using assets created in close collaboration with Anomaly and Framestore, we built a modular, interactive, exploded view of the sneaker to provide a quick and visual introduction to its features. This module was then quickly followed-up with the history and story of the shoe, color ways and shopping functionality.
With hundreds of media members converging on Boston for the launch, we created an iOS app that featured time-released views of the Chuck II (to build suspense), deeper storytelling and an insider’s guide to places to go and things to do in the city.
Simple homepage navigation guides the media through the app, which included a detailed looked at the new features.
The app also gave visitors a list of some of the best places to eat, shop, and explore the host city of Boston.
Given just three weeks and a box that featured a (non-touch) screen pointing at the ceiling, we used tiny magnets and sensors to allow the user to transition from a lifestyle video to a detailed look at product features whenever they touched a sneaker resting on the screen.
The tabletop display with a pair of new Chuck IIs for shoppers to pick up.
A Brand video plays in the display.
When either one of the Chuck IIs are lifted, the video changes to an immersive look at the shoe itself.
Together with Converse customers, we simplified core shopping tasks, better emphasized the ability to customize sneakers, improved how the site serves users around the world and explored welcome ways to integrate product and brand storytelling with the shopping flow.
Over $600,000 worth of Chuck IIs were sold online in 24 hrs. This is over 5x the average daily total sales for all products on Converse.com.
The site visitor to sale conversion rate nearly doubled and all Chuck IIs sold out online within three days.
Press and online media chatter was huge and reviews of the overall marketing effort were extremely positive with PR Week stating “the debut of the Chuck II could become a case study for how to re-launch an iconic product.”