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Leonie Bulman's recent articles
Converse increase the desirability of their boots with a Gorillaz viral video
by Leonie Bulman on 20th March 2012
Converse show how joining forces with celebrities or artists which fans relate to can successfully generate aspiration among the target audience.
Converse recently partnered with Gorillaz to feature their boots in the band’s new music video “Do Ya Thing”. The video shows various Gorillaz characters waking up in a filthy and decrepit house and ends with an eviction notice. The viral was posted on Facebook, Converse’s microblog and YouTube where it gained over 2 million views. In parallel, Converse released a limited edition Chuck Taylor Gorillaz Collection, based on the band’s artwork. Using celebrities to boost brand image is something other brands, such as New Look, Virgin Media and L’Oreal, have done recently too, showing that this approach works when the chosen celebrity is aligned with the brand image.
WaveMetrix analysis of Converse’s Gorillaz viral shows that it received a highly positive response on both Facebook and YouTube. This is driven by fans saying the video is “awesome” because they “love” Gorillaz and they think Converse is “so cool”, showing the importance of choosing a celebrity that fans of the brand can identify with. In addition, the viral increases fans’ desire to purchase Converse boots, revealing that Converse’s association with Gorillaz makes their boots more aspirational.
Fans respond positively to Converse’s Gorillaz viral on both Facebook and YouTube:
- Comments on both platforms are 80% positive: Fans comment saying they "love Gorillaz", especially Noodle who they find "adorable" and are "glad to see" in the video. At the same time, they praise the "cool" Converse brand for making "such an awesome" and "funny" viral. This shows that the alignment between the Gorillaz and the Converse brand generates a positive response among fans
- A minority are negative as the find the video "gross": Negativity comes from viewers who find the viral "disgusting". However, this is only a minority and the video graphics appeal to most Converse fans
Gorillaz viral doubles fans' desire to purchase Converse boots on Facebook:
- The proportion of fans saying they "want" a pair of Converse doubles with the Gorillaz viral: 20% of fans commenting on the Gorillaz viral on Converse' Facebook page say they "want", "have to buy" and are "eagerly awaiting" the limited edition Gorillaz boots. This is more than double the proportion of purchase comments on other Converse Facebook posts. This shows that joining forces with the Gorillaz has successfully made Converse boots more desirable
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