First, we partnered with MTV properties to seamlessly integrate Converse in organic ways, such as "Cool Lists" which features Originals discussing rising trends in custom-created vignettes. Next, magazine inserts with a black and white image of a Converse shoe invited consumers to design a shoe by using the five watercolours provided on the page. Lastly, the featured work of local underground artists became billboards in local markets and the wild postings promoted the short films on conversegallery.com.

Converse sales doubled one month after "Brand Democracy" launched with the introduction of conversegallery.com and films on MTV. Traffic to converse.com nearly doubled from the previous year with more than one million people visiting the site. Overall, traffic from August–November 2004 increased 190% over the same period in 2003.