Submitted by ObviouslyAgency IPI Score 48/100

2.3 million impressions for the new Converse Chuck Taylor All Star CX

Influencer Marketing

Obviously activated 24 influencers on Instagram and TikTok for the Chuck Taylor All Star CX launch, reporting 2.3 million impressions and a 1,554% ROI.

1,554%ROI
2.3MTotal impressions
5,500+Clicks to product page
56% above projectionImpressions vs projection

About the campaign

Converse needed social awareness and buzz for the new Chuck Taylor All Star CX, stocked at Foot Locker, plus reusable content for its own channels and traffic to the CX product page. A century-old silhouette needs fresh cultural signals with each new variant, and a line extension of a familiar franchise risks being ignored in crowded feeds, so Obviously worked from the view that creator-originated content supplies that freshness more credibly than brand-produced launch assets.

Obviously ran an influencer RFP: creators submitted their own creative concepts built from the campaign details, Obviously and Converse jointly reviewed the submissions, and a final roster of 24 influencers was activated. Their concept-driven content ran on Instagram and TikTok, driving audiences to the Converse CX product page and producing a content bank Converse could reuse on its own channels.

The RFP surfaced a wide spread of ideas before production budget was committed while the client review kept the work on-brand, and routing every post to one product page turned awareness into a countable action. Content ran on Instagram and TikTok. Obviously reports 2.3 million impressions (56% above projection), a 1,554% ROI, over 156 unique content pieces and more than 5,500 product-page clicks; all figures are agency self-reported, and the ROI calculation, projection baseline, dates and spend are undisclosed.

Case in 60 seconds

Converse needed social awareness and buzz for the new Chuck Taylor All Star CX, stocked at Foot Locker, plus reusable content for its own channels and traffic to the CX product page.

Based on the agency's account, asking influencers to pitch their own creative concepts, rather than executing a fixed brief, surfaces stronger ideas while a client review stage keeps the work on-brand.

Run an influencer RFP: creators submitted creative concepts built from the campaign details, Obviously and Converse reviewed the submissions, and a final roster of 24 influencers was activated.

The 24 selected influencers published their concept-driven content on Instagram and TikTok, driving audiences to the Converse CX product page and producing assets Converse could reuse.

Obviously reports 2.3 million impressions (56% above projection), a 1,554% return on investment, over 156 unique content pieces, and over 5,500 clicks to the product page. All figures are agency self-reported.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The sources do not define a target audience beyond the two platforms; the campaign addressed Instagram and TikTok users in the market for the new All Star CX at Foot Locker.
Based on the available evidence, a century-old silhouette needs fresh cultural signals with each new variant; creator-originated content supplies that freshness more credibly than brand-produced launch assets.
Sneaker launches compete for attention in crowded social feeds, and a line extension of a familiar franchise risks being ignored without distinct creative angles.
Converse acted as approver and amplifier: it reviewed creator concepts with the agency and planned to reuse the resulting content on its own social channels.
Creator-pitched concepts give each post a native angle for its audience, and a single destination, the CX product page, turns awareness into a measurable click action.

Creative & Execution System

Assets & channels

  • Instagram creator posts
  • TikTok creator videos
  • Reusable content bank for Converse's own social channels

Partners

  • Obviously (influencer marketing agency)
  • Foot Locker (retail availability)

Participation mechanic

  • Influencers submitted their own creative concepts via RFP
  • Agency and client jointly reviewed submissions and selected the final roster

Creator role

  • 24 influencers developed original concepts and created and published the campaign content

Results & Evidence

MetricValueResult typeConfidence
Total impressions2.3 millionawarenessAgency reported
Impressions vs projection56% above projectionawarenessAgency reported
Return on investment1,554%commercialAgency reported
Clicks to product page5,500+trafficAgency reported

Why Obviously's strategy worked

  1. 1

    An RFP for creator concepts sources a wide spread of ideas before production budget is committed, while the client review stage keeps final content on-brand.

  2. 2

    Naming content reuse as an explicit campaign goal turns a one-off activation into an asset library for the brand's own social channels.

  3. 3

    Routing every post to a single product page gives an awareness campaign one clear, countable action (5,500+ reported clicks).

  4. 4

    A roster of 24 mid-size activations can outdeliver projections on impressions when each creator brings a native angle for their own audience.

  5. 5

    Publishing ROI without methodology limits how much weight buyers can put on the headline figure.

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