In July 2012, the international sneaker brand Converse needed to migrate its SA Facebook community of tens of thousands to its international page. Instead of an extensive budget, they needed to draw maximum leverage from a single unbelievable prize: the chance for one local unsigned musician to play at London’s iconic 100 Club, through the Get Out of the Garage campaign.
By encouraging young unsigned musicians to submit their demos, we seeded the content, which exploded into an online conversation between prominent music bloggers and targeted social media influencers and their followers on Twitter, Facebook, YouTube, and Soundcloud.
After 138 demos and 3,000 votes, Matthew Mole became the first local #Play100Club winner. He also signed a record deal, which was recently produced in New York.
The campaign supported the complete Facebook migration of local fans to the international page and attracted an additional 30,000 new fans. The campaign page alone received almost two million unique impressions, while total online OTS topped 5,6 million. The results broke records for the brand last year, making this the most successful Converse campaign throughout the Middle East and Africa in 2012.
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