Constructing cultural relevance
Converse’s social media technique lies in every platform enjoying a job in successfully interacting with its audiences in numerous methods.
The shoe model isn’t utilizing Threads as an area to speak about product launches or run campaigns. As a substitute, the social media group convenes to debate cultural moments and method the platform with a conversational and humorous model voice, which it attributes to rising viewers interplay on Threads.
For instance, enjoying on its customizable characteristic, Converse By You, the model invited its Threads followers to work together in its shoe-making course of, selecting the laces, brand patch, threads and soles to co-create a Converse shoe.
The thought is to drive model viewers interplay and supply its followers with a possibility to remark and share photographs, which the model considers successful metric. To that, Converse cross-pollinates what resonates on Threads, just like the shoe co-creation, throughout extra established platforms corresponding to TikTok, the place it has practically 832,000 followers.
“We need to lean into a method that displays creativity, cultural relevance and model engagement,” mentioned Miller.
Monitoring success by feedback
For Converse, measuring viewers metrics is greater than monitoring follower development and likes.
“We will take a look at likes, however that’s a passive type of engagement,” mentioned Miller.
As a substitute, the model focuses on constructing interplay with its viewers through feedback and analyzing the emotions, categorizing them as optimistic, impartial, or unfavourable. Relating to Threads, Miller notes that the feedback are optimistic, optimistic, and crammed with a way of playfulness.
