The creative solution was about keeping it simple for our audience, so we built a Tumblr dedicated to Converse Music. We approached the platform thoughtfully by seeking out and collaborating with creative artists with established followings, working in the most natural visual form (animated GIFs), and optimizing our publishing calendar to ensure that the right content reached the right audience at the right time.

The Tumblr community welcomed Converse Music with an overwhelming response. Our sponsored posts shattered records claiming 1st, 2nd and 5th place for the Top Radar Posts of All Time, generating more than 300,000 notes within the community within its first month. In that time, the Converse Music Tumblr drew 31,000 followers and generated 39 million impressions, expanding Converse’s reach to its core music fan base. Our overall engagement rate for photos hit 2.4%, far exceeding the Tumblr benchmarks for similar posts.