The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 8th Annual Shorty Awards

DSW 12 Days of Converse

Entered in Instagram

About this entry

To reach new and non customers/followers via influencers with a large reach on our priority social channel.

To engage with influencers in a thoughtful way – letting them be themselves, while still delivering something interesting and meaningful for DSW.

To surprise & delight our fans during a busy & cluttered holiday season with a new & fresh take on gift giving.

To build off of the momentum and popularity the Converse Chuck Taylor Made By You campaign while associating DSW with this iconic brand.

Why does this entry deserve to win?

Sometimes a pair of shoes is more than a pair of shoes. When it comes to Chucks, they can also be a work of art. DSW partnered with 5 Instagram influencers to create a series of 12 customized Chucks during the holiday season with the intent of giving they away to fans. Each of the 5 influencers created 2 or 3 pairs each…creating artwork on each shoe that reflected their personal style & aesthetic. It was simple. All you had to do was "heart" or comment for a chance to win the custom work of art.

Each influencer posted pictures of their shoes on their own Instagram handles and either directed followers to the DSW handle for a chance to win or gave away the shoes to one of their own followers. In addition a few of the influencers created shoes for an influential friend they admire – like @MarkHoppus and @abeautifulmess to spread the love even farther. The 5 influencers (@yoyoha, @theawkwardyeti, @tuesdaybassen, @samlarson & @gemmacorrell ) spanned a variety of genres, audiences and locations providing DSW with access to new and engaged audiences.


The 12 Days of Converse campaign drove 3 million impressions for the brand and over 100k engagements all for less than $15k with no paid media support. To break down the results in more detail:


Video for DSW 12 Days of Converse

Entrant Company / Organization Name

Resource/Ammirati, DSW


Entry Credits