Adidas: Adidas Neo Snapchat - #Myneolabel [image]

Credits & Description:

Title: Adidas Neo Snapchat - #Myneolabel
Agency: Iris Worldwide
Brand: Adidas
Country: United Kingdom
Entrant Company: Iris Worldwide, London
Advertising Agency: Iris Worldwide, London
Copywriter: Jonathan Wedlake (Iris)
Creative Director: Adam Fish (Iris Worldwide)
Account Director: Simone Botherway (Iris Worldwide)
Agency Producer: Jess Reynolds (Iris Worldwide)
Art Director: Matthew Carter (Iris)
Board Director: Polly Barnes (Iris)
Account Manager: Amy Hyman (Iris)
Account Executive: Lottie Tonks (Iris)
Designer: Benjamin Spencer (Iris)
Execution:
The campaign kicked off with a look-book film featuring four ‘white looks’. Using Snapchat’s native doodle tool, budding designers were invited to SNAP the specific frame they wanted to doodle on, DESIGN their look, and message it back to the brand for the chance to WEAR their design for real. Social influencer, Peyton List, amplified our launch message to her millions of fans, and over the 4 week entry period, we periodically laid the best user designs back into the look-book film, frame by frame…creating a beautiful stop motion aesthetic.Ultimately, the creators of the 4 best designs were flown to adidas HQ in Germany for a bootcamp with the neo design team; here, they saw their designs turned into the final collection – which was presented back to the community in the completed look-book film ending on the same 4 models wearing the finished apparel and footwear.
Outcome:
In the first 24 hours of the campaign launching, we smashed our KPI of 1500 entries and increased the adidas neo Snapchat community by 200%+ which rose to 1000% by the end of the campaign. By tapping into the natural behavior of our audience entries from around the globe flooded in. Our Snaps were opened 280,000 times over the course of the campaign with thousands of people taking part and sending us their doodles, and an unprecedented conversion rate of 13%.Across the campaign, the videos had over 4 million views. •Over 4M Views since the start of the campaign•2.9K People entered the competition •Over 4k submitted designs•280K Snaps opened, 13% conversion rate from open to screengrab, indicating high level of participation •79% Completion rate of over 280k opens•4.4% Engagement rate on Instagram
Campaign Description:
#MYNEOLABEL - THE FIRST EVER FASHION COLLECTION DESIGNED ON SNAPCHATYoung teens don’t want to be told what to do, where to go, and most definitely not what to wear. So we put our new fashion collection, and campaign, in their hands, by hacking the world’s fastest growing and most impenetrable social platform…Snapchat.We created an all white look-book that we released bit by bit on Snapchat. You screen shot a frame, doodle on the outfit, and send it back to us.Around 1,000 of the best user generated designs were laid back, frame by frame onto the blank video to create the final look-book film and reveal the final collection.
Synopsis:
adidas neo, the fast-fashion range aimed at young teens, wanted to dramatically grow their Snapchat following, give their audience a new opportunity to be a part of the brand and deliver a true ‘social first’ to maintain their progressive image.adidas has a strong history of championing individuality and allowing people to personalise their clothes and trainers, but the neo social community is unique at adidas; through various innovative social activations, the brand has been created and moulded in conjunction with consumers from its inception – it’s also only 4 years old; the audience are therefore mobile & social natives, super engaged with the brand, and keen to play an active part in creating their style, including what they wear.
Strategy:
adidas neo fans are young teens aged 13-17 who define themselves through fashion, what they wear and how they style their ‘looks’. They almost exclusively share, compare and rate these looks through social…and this is where neo has built up a unique relationship with their community; since its inception, their social following have played an active part in building this young sub-brand. Almost all traditional advertising media has been replaced with digital, social & physical activations – meaning our opportunity to try something ambitious and interactive was huge. So, we decided to strip away any artifice usually involved in crowd sourced “design this” campaigns, and actually hand the power over to them to create a capsule collection, but using the native doodle function on Snapchat!And because neo is a relatively small sub-brand, to achieve something globally disruptive, we chose to ‘hack’ Snapchat to avoid prohibitively costly paid ad formats.