Iris Case Studies Adidas' Innovative Social Media Engagement Strategy: #myneolabel

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	Adidas' Innovative Social Media Engagement Strategy: #myneolabel Iris

Adidas' Innovative Social Media Engagement Strategy: #myneolabel

Iris

Technology Category	Sensors - Camera / Video Systems
Applicable Industries	Apparel
Applicable Functions	Sales & Marketing
Challenge	Adidas Neo, a sub-brand of Adidas, was faced with the challenge of creating a truly innovative global activation that would engage their mobile-first, vocal fan base. The brand wanted to create a unique, participatory experience that would resonate with their young, digitally savvy audience. The challenge was to leverage the power of social media, particularly Snapchat, to create a campaign that would not only engage fans but also give them a voice and a sense of ownership in the brand. Read More
About Customer	The customer in this case is the Adidas Neo fan base, which is primarily composed of young, mobile-first individuals who are active on social media, particularly Snapchat. They are vocal and demand a voice in the brand. They are also creative, as evidenced by the over 3,000 entries received in the #myneolabel campaign. They are engaged with the brand, as shown by the high completion rate and increase in Snapchat community over the campaign. Read More
Solution	Adidas Neo launched #myneolabel on Snapchat, a campaign that invited fans to design their own fashion using Snapchat’s native doodle tool. The campaign started with a mini fashion film featuring four ‘white looks’. Fans were encouraged to take a screenshot of a model wearing a white look and then use the doodle tool to create their own designs. Over 3,000 entries were received, and four winners were chosen. These winners were flown to Adidas HQ in Germany to work with the Adidas Neo designers to turn their doodle designs into finalized outfits. The final designs were then produced in a limited run. To showcase the new outfits, a Lookbook video was posted, and individual images of the items were posted on Snapchat, giving the Adidas Neo community the chance to win part of the collection. Read More Log in to view content
Contents

Technology Category

Sensors - Camera / Video Systems

Applicable Industries

Apparel

Applicable Functions

Sales & Marketing

Challenge

Adidas Neo, a sub-brand of Adidas, was faced with the challenge of creating a truly innovative global activation that would engage their mobile-first, vocal fan base. The brand wanted to create a unique, participatory experience that would resonate with their young, digitally savvy audience. The challenge was to leverage the power of social media, particularly Snapchat, to create a campaign that would not only engage fans but also give them a voice and a sense of ownership in the brand.

About Customer

The customer in this case is the Adidas Neo fan base, which is primarily composed of young, mobile-first individuals who are active on social media, particularly Snapchat. They are vocal and demand a voice in the brand. They are also creative, as evidenced by the over 3,000 entries received in the #myneolabel campaign. They are engaged with the brand, as shown by the high completion rate and increase in Snapchat community over the campaign.

Solution

Adidas Neo launched #myneolabel on Snapchat, a campaign that invited fans to design their own fashion using Snapchat’s native doodle tool. The campaign started with a mini fashion film featuring four ‘white looks’. Fans were encouraged to take a screenshot of a model wearing a white look and then use the doodle tool to create their own designs. Over 3,000 entries were received, and four winners were chosen. These winners were flown to Adidas HQ in Germany to work with the Adidas Neo designers to turn their doodle designs into finalized outfits. The final designs were then produced in a limited run. To showcase the new outfits, a Lookbook video was posted, and individual images of the items were posted on Snapchat, giving the Adidas Neo community the chance to win part of the collection.

Impact #1	The #myneolabel campaign was a resounding success, not only in terms of engagement metrics but also in terms of brand innovation and customer involvement. The campaign gave fans a unique opportunity to participate in the design process, fostering a sense of ownership and deepening their connection with the brand. The campaign also showcased the brand's commitment to innovation and creativity, as it leveraged Snapchat's native doodle tool in a novel way. Furthermore, the campaign's success was recognized at the industry level, with Adidas winning two Cannes Lions 2017 awards.

Impact #1

The #myneolabel campaign was a resounding success, not only in terms of engagement metrics but also in terms of brand innovation and customer involvement. The campaign gave fans a unique opportunity to participate in the design process, fostering a sense of ownership and deepening their connection with the brand. The campaign also showcased the brand's commitment to innovation and creativity, as it leveraged Snapchat's native doodle tool in a novel way. Furthermore, the campaign's success was recognized at the industry level, with Adidas winning two Cannes Lions 2017 awards.

Benefit #1	4M+ views across the campaign
Benefit #2	79% completion rate of over 280K opens
Benefit #3	349% increase in Snapchat community over the campaign

Benefit #1

4M+ views across the campaign

Benefit #2

79% completion rate of over 280K opens

Benefit #3

349% increase in Snapchat community over the campaign

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Overview

Adidas' Innovative Social Media Engagement Strategy: #myneolabel

Operational Impact

Quantitative Benefit