Converse has well over 40 million Facebook fans, the majority of which feel very passionate about their brand. They also have an awesome product in Create - with which anyone can design their own Converse (just like Nike iD, but for Chucks).
Made By enables those fans to design custom Converse, open their own storefront, invite their friends to browse and share their creations and then sell their designs - all directly through Facebook. For each sale the store owner gets paid - making the biggest advocates of the brand the retailers.
Strategy, Creative, Creative Direction