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Converse launches GIF campaign for back-to-school season

Millie Bobby Brown in Converse's First Day Feels back-to-school campaign
Millie Bobby Brown in Converse’s First Day Feels back-to-school campaign

Converse is focusing in on the butterflies kids (and adults) get before their first day for the back-to-school season, with a GIF-laden campaign called First Day Feels.

Starring Stranger Things’ Millie Bobby Brown, the 32 GIFs are designed to represent all manner of different emotions that might be felt – a visual language if you will. From excitement to disgust, surprise, boredom, hysterics and more, there’s something for everyone to share.

The campaign was created with Big Spaceship, with the GIFs appearing on Giphy and Tenor as well as the brand’s own social channels. The aim is to place them where they’re easily discoverable by the teen target market.

In doing so, Converse is hoping to resonate with its audience in a more authentic way than a straightforward anthem video spot, according to The Drum.

There are also 60 and 30-second videos that combine all of the GIFs and will appear as paid media on the likes of Buzzfeed and Teen Vogue.

Editor's pick social media

Hunter launches World’s Smallest Festival, partnership with Giphy

The World’s Smallest Festival, in place at the Hunter flagship store on Regent Street

Hunter is continuing with its promise to focus on festival-themed activations over fashion week shows, today launching “the World’s Smallest Festival” in its flagship store on London’s Regent Street.

Disguised as a portaloo – an ironic reference to the most-dreaded festival experience – the festival is in fact a GIF photo booth in collaboration with GIF library, Giphy. Users are able to take animated pictures of themselves before customising them with exclusive Hunter festival filters and stickers. Any shared online are in with a chance of winning a festival pack from the brand.

The portaloo is otherwise designed to feel like actually being inside a mini British festival – complete with grass, mud and live music. There will be secret festival product giveaways, including wet wipes, welly socks, ponchos and gift vouchers, in addition to a programme of pop-up performances.

 World's Smallest Festival Hunter
Inside the World’s Smallest Festival by Hunter

Hunter also hopes to capitalise on festival buzz once Glastonbury comes around this year. It will launch a series of limited edition filters and stickers in Giphy Cam, which is Giphy’s mobile GIF camera app for iOS, from Wednesday June 22. Anyone using the app, whether they’re at a festival of not, will be able to add exclusive Hunter content to their images. Again, those who share tagging @HunterBoots and #Beaheadliner on Twitter, will be in with a chance of winning Hunter festival products.

Earlier this year, Hunter held a Festival Summit that revealed insights including an 11% growth in festival-related Google searches year-on-year in 2015, as well as a significant spike in weather searches in the two days prior to Glastonbury. Research from JWT Intelligence, also showed that three-quarters of millennials in Britain attend at least one festival per year, and 76% of millennials would now prefer to spend their money on experiences over material possessions.

“The nondisposable moments at festivals carry so much weight: They are unforgettable, watertight, locked-down emotional memories that, as a brand, you want to access and be associated with,” said Alasdhair Willis, creative director at Hunter, during the summit. “The reach and commercial opportunity of festivals makes them a very serious business that would be foolish to ignore.”

The World’s Smallest Festival pop-up will be in Hunter’s Regent Street store from Thursday, June 9, until the end of the month, before travelling to other UK cities over the summer.

social media

Primark fortuneteller to send personalised Christmas messages via Twitter


Primark is celebrating all-things Christmas jumpers with a Twitter campaign this Friday that will see fortunes told via customised videos and animated GIFs.

The value-based fashion retailer, which has recently opened its first two stores in the US as well as one in Spain, will introduce “Mystic Mother Christmas” in order to send personalised responses to its social media fans.

Consumers are invited to post Christmas jumper selfies (Friday is “officially” National Christmas Jumper Day in the UK) with the hashtag #mysticmotherchristmas to get their festive custom responses.

Created with agency ODD and supported by the teams at Twitter and Giphy, the aim, said Primark, is to have a little fun and to give something back to its 7m followers (127,000 of which are on Twitter).

“Christmas is the time for giving and we’re giving you one of the greatest gifts of all, a smile (and a personalised message from Primark of course). We’ve found our very own Mystic Mother Christmas to help make Christmas Jumper Day even more exciting. No complex ways of entering or joining in, just tweet with the hashtag #mysticmotherchristmas and we’ll bring the party to your Twitter feed. If you make a real effort we’ll return the favour and give you an extra special video message,” says Olly Rzysko, head of digital communications at Primark.

Mystic Mother Christmas herself, otherwise known as Shelagh, is a little nod to films including Advanced Style and Iris (about fashion icon Iris Apfel), but inspiration also came from the A Very Murray Christmas Netflix special, Rzysko added.

The initiative celebrates the brand’s partnership with Unicef Ireland and the UK’s ITV Text Santa campaign supporting Make A Wish, Save the Children and Macmillan Cancer Support. €2 and £1.50 respectively from every Christmas jumper sale at Primark goes to the funds.

Some of the best videos from the day will appear on the Primark YouTube channel as well as via Giphy.