Partnerships & Content

Partnership with Searchlight’s Rye Lane, activated with Content Creator activity.

WHY

Our brief was to generate relevant awareness and engagement for both parties by tapping into (lead character) Dom’s eye-catching pink Converse Chuck 70s worn in the film.

WHAT

Our solution was to secure an official partnership for Converse and to launch a campaign with content creators including our own youth channel, MASSIVE.

We formed the campaign with four content creators who were sent a pair of Converse each and asked to create a design linking back to the film, its themes and location.

Creators were selected based on their relevance to the project.

We were particularly interested in profile of artist and audience, artistic style and relevant themes within their work.

Creators shared their designs across social media and in the form of a ‘making of’ Reel, with the final designs then given away as a competition.

Key messaging for Converse and Rye Lane was included with all activity amplified by MASSIVE for maximum reach.

Each creator shared two posts to their personal social media, the first unveiling their final design and the second an Instagram Reel showing their process.

Their posts were also shared by cast and crew, film critics and by Converse London across Instagram Stories.