Converse’s Domaination campaign makes innovative use of paid search keyphrase bidding

Digital marketing industry case study library

csconverse2.jpg

Converse, the global footwear brand, took a novel and innovative way to connect with their teenage audience online. They took the Google paid search channel and turned an advertising space into a game experience. Rather than trying to capture the attention of their audience in the search channel through the normal way - of bidding against other brands on popular search terms - they decided to do the opposite. Converse identified peaking search terms via Google Zeitgeist and then bid against these low competition low cost phrases. Instead of presenting the viewer with an ad – they started a dialogue through the ad copy and dozens of interconnected microsites that engaged the viewer in a deeper content rich experience. Not only did this engage the audience in a total unexpected way – but also still helped drive large volumes of traffic to converse.com

More on this Case study …
Brand: Converse | Country: USA | | Sector: FMCG, Clothing, Sports | Format: Search, Google

Copyright ©2000-2017 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy