Creativity Without Borders: The Converse Campaign That Went Global
Converse’s #CreateAtHome Campaign
Creativity In Lockdown
How Converse Inspired Creativity and Unity During Uncertain Times
Overview
Amid the COVID-19 lockdown, Converse launched the #CreateAtHome campaign - an initiative designed to inspire creativity, support artists, and give back to the community. This campaign encouraged fans of the brand to explore, experiment, and create from home, transforming isolation into a period of artistic expression. As an extension of this initiative, Converse South Africa introduced the United Apart campaign, collaborating with five African artists to bring their unique visions of hope, strength, and resilience to life on the iconic Chuck 70 sneaker. Proceeds from the campaign supported the Nelson Mandela Children’s Fund, reinforcing Converse’s commitment to giving back. What started as a local movement quickly gained global momentum, resonating with audiences in 11 countries, proving that creativity knows no boundaries.
Our Approach
Championing African Creativity
WeFuse worked with five African artists - Fhatuwani Mukheli, Sindiso Nyoni, Nardstar, David Tshabalala, and Falko Fantastic - to reimagine the classic Chuck 70 sneaker with designs reflecting the African experience of COVID-19. Each artist’s vision was brought to life using high-quality 3D rendering, making the custom sneakers available for pre-order exclusively on Converse’s online store.
A Unified Message – Africa Day Sneaker Launch
As the campaign evolved, Converse introduced a 6th sneaker to celebrate Africa Day, designed by Fhatuwani Mukheli and Sindiso Nyoni. This design symbolised the shift from being “apart” to coming together as one.
A Movement with Meaning
Beyond promoting artistic expression, United Apart had a deeper purpose - giving back. Proceeds from sneaker sales were donated to the Nelson Mandela Children’s Fund, supporting those most affected by the pandemic.
The Power of Digital & Social Media
Leveraging online publications, radio, and social media, the campaign’s reach extended far beyond South Africa. Converse Global shared the initiative across 11 countries, including Brazil, Colombia, Russia, Morocco, Indonesia, and Vietnam - amplifying its impact worldwide.
With 43M+ Reach in 11 Countries Over 6 Weeks, This Campaign Was An International Success
Results
And Impact
#CreateAtHome was more than a campaign - it was a movement. Converse not only empowered creativity during lockdown but also fostered a sense of unity, resilience, and community impact
Our Successful Results
- Reach In Six Weeks
- 15 +M
- Video Views
- 1 +M
- Interactions
- 9 M
- Countries
- 4
Incredible Growth
In just six weeks, the campaign reached over 43 million people worldwide, creating widespread awareness and engagement.
High Engagement and Conversations
Generating 2.5 million interactions, the campaign didn’t just get seen, it sparked discussions, reactions, and meaningful conversations across the globe.
Viral Video Success
With 2+ million video views across multiple platforms, the campaign captured audience attention and kept them watching.
International success
The campaign resonated across 11 countries, proving its global appeal and cross-cultural impact.
Lessons Learned
Key Takeaways
Success isn’t just about launching a campaign, it’s about learning, evolving, and refining strategies for continuous impact. From testing and optimisation to bold creative execution, every insight helps shape more effective campaigns. Here’s what we’ve learned along the way:
- Social Media is the Ultimate Amplifier
- Creative Diversity Fuels Performance
- Data-Driven Social Strategies Boost Performance
- Global “Virality” Starts with Local Impact
By embracing these lessons, we continue to refine our social strategies, elevate engagement, and unlock new opportunities for digital growth.
The Bottom Line? Social-First Strategy + Data-Driven Execution= Record-Breaking Results
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