When Converse dropped Chuckmates - a sneaker-first blind dating show hosted by the always-iconic Amelia Dimoldenberg - it looked like a win on paper. Great creator. Smart cultural hook. A format with viral potential.
And honestly? It is a smart move. Chuckmates is part of a larger shift we’re seeing across brand marketing: investing in original content, building series instead of ads, and collaborating with creators to meet Gen Z where they live - on YouTube, in their feeds, watching things they actually want to spend time with.
But here’s the tension: as brands experiment with creator-led formats, the difference between “featuring a creator” and “creating with a creator” is becoming the make-or-break line for real cultural relevance.
Creators Don’t Just Bring Audiences. They Bring Format Fluency.
Amelia isn’t just a host - she’s a genre. Chicken Shop Date works because of her deadpan delivery, awkward pacing, and the self-aware, lo-fi feel that’s made it a cult favourite.
Chuckmates nods to that tone, but ultimately plays more like a structured gameshow than a satirical character piece. Which is fine - but it means the show doesn’t fully tap into what makes Amelia so culturally sticky.
This is a common slip-up in brand/creator collabs: when you bring in a creator, you’re not just borrowing their face - you’re borrowing their understanding of the platform, their audience, and what formats are actually native to that world.
Let’s Talk Platform: YouTube Isn’t TV with a Share Button
The title of the premiere episode - “Chuckmates Ep. 1 | A Blind Dating Show by Converse with Amelia Dimoldenberg” - reads like it was written for a brand deck, not the YouTube algorithm.
On this platform, titles need to spark curiosity, not summarise a campaign. Same goes for thumbnails. They should feel like moments, not marketing.
This isn’t about clickbait. It’s about relevance. A few small tweaks - a thumbnail that captures one of Amelia’s signature looks, a title that leans into intrigue - could’ve instantly made the show feel more like content Gen Z chooses, not content served to them.
Views ≠ Resonance
Episode 2 currently sits at over 2 million views - but engagement is unusually low. That disconnect is important.
We’re in a phase where it’s easy to buy reach. But resonance - actual cultural traction - is something else entirely. It’s the difference between being watched and being talked about. And when creators are brought in without real creative input, you risk losing that spark.
Here’s the Real Lesson for Brands Trying to Win Online:
If you’re bringing creators into your content, bring them into the creative process too.
The best branded series we’re seeing today aren’t the ones where brands “use” creators as talent. They’re the ones where creators shape the tone, structure, and storytelling from day one.
That’s how you get content that feels fresh instead of formulaic. That’s how you stay relevant and build equity with your audience.
Final Thought
Chuckmates shows that Converse is thinking in the right direction. It’s bold, it's experimental, and it’s built for a platform that brands still struggle to crack. But it also shows how critical it is to not just partner with creators - but to trust their instincts, elevate their voice, and let them steer.
Because cultural relevance doesn’t come from featuring cool people.
It comes from making cool stuff with them.