The brand doesn’t have a daily post limit. However, the cadence of posting varies on what’s trending on Threads and whether it’s participating resonates with the brand voice. In the audience shoe co-creation moment, the brand posted 19 Threads, said Miller.

New e-commerce features to lure ad dollars

Although driving sales via Threads is not on Converse’s immediate plan, new shopping and e-commerce features on the platform alongside performance tools will let the brand establish its sales strategy and spend on the platform.

A majority of its ad spend is focused on digital media and social platforms, according to Miller, who will include Threads in the brand’s marketing mix once paid ad formats are made available on the platform.  

“We will test and learn, and then we scale from there if we start to see movement,” she said.