BRAND LEVERAGE MARKETING STRATEGY

In a bold and creative move, Converse leveraged KFC's popular All Star Buddy Meal campaign to promote our iconic Chuck Taylor All Star sneaker. By cleverly integrating their branding with a nod to the delicious meal. Converse aimed to take ownership of the term ‘All Star' while celebrating their community of artists. This study explores the strategy, execution, and impact of this innovative marketing initiative.



WHAT’S THE GOAL

The primary goal of this campaign was to reclaim and reinforce the term 'All Star' as synonymous with Converse. By leveraging off and with KFC's All Star Buddy Meal, Converse aimed to elevate the Chuck Taylor All Star sneaker's visibility and celebrate the creativity of the Converse All Star community. This strategic move sought to create a lasting association between the beloved term and Converse's brand identity, ultimately driving engagement and brand loyalty.



AUDACIOUS COPY

The execution phase involved a multi-channel approach to maximise reach and impact through engaging visuals and quirky copy that played off KFC’s campaign, promoting the All Star sneaker.



"When KFC serves up an All Star Lunch Box, we take it as a compliment. After all, there's only one true All Star.



KFC’s got an All-Star Lunch Box Buddy? That’s cute. We’ve got All Star kicks that can handle way more than a side of fries.

KFC's All Star Lunch Box is here to feed your hunger, but our Converse All Stars are here to feed your soul. Why settle for just lunch when you can step into greatness every day?

KFC’s All Star Lunch Box got you feeling peckish? How about a pair of Converse All Stars to really get you clucking!

Chicken in your lunch box? Cool. All Stars on your feet? Cooler. Step up with style game in our original Converse All Stars.



RESULTS

The campaign achieved just under 3M Reach, 18.3K Link Clicks and just under 1M in Engagement with the cheering-on of 30 online sales. All achieved with 6.6% Brand DCI investment.

Brand Sentiment - 5% neutral and 95% Positive