Joanna Reagan Ewing

Converse x UO:

Converse x UO:

Virtual Road Trip

As an omnichannel marketing strategy designed to grow brand awareness and sales via social engagement, the #UORoadTrip campaign was built around the Urban Outfitters lifestyle and created by the brand's employees and customers.

#UORoadTrip dovetailed with the popular US@UO series — a behind-the-scenes take on UO culture showcasing employees in their professional and personal endeavors. Sponsored by Converse, six employees traveled from San Francisco and down the California coast, documenting each stop along the way. Each traveler created individually-lensed content to share on localized accounts. Audiences followed along via Snapchat and Instagram for weekly contests and playlists, and to shop corresponding in-store activations and seasonal products.

In addition to the Converse + UO campaign, the annual #UORoadTrip covered a month's worth of content features, videos, social media for multiple accounts, digital marketing imagery for the site and UO app, and assets for retail display. 

Credits + Thanks

Brand Partner

Devyn Galindo
AJ Quon, Alexanne Warner, Carlos Chavez, Stephanie Gilbert, Vernon Grant, Weston Paulson

Director of Creative Marketing + Content 
Rachel Albright
Director of Production 
Meghan Eng
Social Media + Video 
AJ Quon, Alayna Giovannitti, Alexanne Warner, Bernadette Vela, Carlos Chavez, Darian Kayce, Laura Adams, Lynn Kostelny, Nadia Graily, Stephanie Gilbert, Vernon Grant, Weston Paulson

Executive Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date
Fall 2015—2016