In 2010, adidas asked the team at Sid Lee to create a global brand campaign - one that for the first time included adidas Performance, adidas Originals, adidas Y-3 and the other sub brands. The ask was to create a global marketing platform that unites all of adidas.
Leading the adidas digital team at Sid Lee, we delivered creative storytelling across all digital platforms - social, CRM, digital media and web properties globally. The campaign launched in Q2 2011.
CHALLENGE
The challenge was how to tell a unified global brand story that breaks through to fans across street, sport and style.
From a digital perspective, the big challenge was how we create creative assets and programs that can localize easily for each market.
SOLUTION
The insight was to lock in on “all in” moments across sports, fashion, music and culture. Those moments when you put everything on the line to achieve your goal.
The creative campaign focused on collecting and telling “all in” stories across the globe. From Derrick Rose in Chicago. To Leo Messi in Argentina. To Katy Perry and Jeremy Scott in LA. To Yohji Yamamoto in Japan. We captured 20 global vignettes that were able to be cut, spliced and adapted to be relevant to each local market.
From a digital perspective, we created our primary platform partnerships with Facebook and YouTube. We created immersive digital experiences on the platforms with built-in audiences. The partnerships allowed us to modify the on-platform code and direct to a digital experience that was customized to each market and user profile. If you liked basketball and were from Hong Kong, you were served stories featuring NBA stars and local pop singers.
RESULTS
1.7 million unique visitors to the YouTube channel.
Facebook fans rose to 2.5 million and adidas.com attracted an additional 2.1 million unique visitors.
Google searches rose by 300%.
Best of all, adidas reported a 13% increase global sales for 2010.