Converse, "First Day Feels"
Converse wanted to appeal to teen girls heading back to school, and position themselves as the go-to-apparel choice to take on Day 1 with confidence. We knew that in order to reach our target audience of 14 to 17 year old females, we had to get in front of them in a way that was authentic and inherently shareable. We saw reaction GIFs as a perfect way for teens to organically share our content with their friends on their own terms, through both public and private social channels. Using data from Twitter, Giphy and Tenor, we mapped the most frequently shared reaction GIFs against First Day Feels and the Converse brand, developing 40+ prompts to elicit each emotion from Millie during a short shoot day.