Case Study: Anomaly validates Converse’s SS17 creative shift with Pulsar Platform

How Anomaly Used Data to Validate a Significant Shift in Creative Direction for Their Converse SS17 Campaign

Anomaly used Pulsar Platform’s Creative Insights to better understand its EMEA audience and validate a significant creative shift for Converse’s SS17 campaign. The agency needed evidence on how 18–24 year olds in the UK, Germany, France, and the Netherlands engage with fashion, style inspiration, and sneaker culture, as part of a broader global research program.

Pulsar Platform set up multiple studies around specific looks and conversations, including athleisure, gender-neutral, boho chic, and sneaker topics, to test the team’s hypothesis that newer styles would resonate most with the target demographic. The findings confirmed the direction change was viable: athleisure and gender-neutral styles showed strong prominence, social media was used mainly for inspiration and engagement rather than content creation, and culturally embedded sneaker brands generated the most buzz. Based on these insights, Anomaly refined its approach to focus less on creation-led calls to action and more on contextual content that helps consumers discover how to wear the products.

Anomaly

Anna Hughes

Anomaly