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
AJ Quon, Alexanne Warner, Carlos Chavez, Stephanie Gilbert, Vernon Grant, Weston Paulson
Director of Creative Marketing + Content
Director of Production
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