The creative concept captures the playful, expressive spirit of the Hello Kitty + Friends fandom, immersing us in a fun world of creative expression. The campaign brings to life the product design inspiration of Journaling and making memories with friends.

BRIEF

I was tasked with orchestrating a global campaign for Converse’s largest licensee collection to date, targeting Gen Z femme consumers and thoughtfully engaging millennial moms as a secondary audience. The campaign ecosystem was designed for maximum flexibility, allowing a diverse range of products to shine and resonate across multiple channels.

STRATEGY

Inspire the consumer from a style perspective and create an atmosphere that reflects their experiences and creativity. Authentically connect with this community and fandom by crafting a world that feels inspiring to them. Highlight real fans that reflect the Converse creative community.

Use this collection as an opportunity for Converse to authentically connect with the Sanrio community.

OUTCOME

The content has outstanding organic social engagement and has generated a strong response from the global Sanrio community, driven by creator-led content coverage and earned media coverage. The flexible campaign ecosystem maintained high conversion rates. The creative ultimately strengthened brand love among a key consumer segment. See the in feed post performance here.

ROLE: Art Direction, Concept Creation, Creative Strategy, and Campaign development & execution.