Adidas' Innovative Social Media Engagement Strategy: #myneolabel
Technology Category
- Sensors - Camera / Video Systems
Applicable Industries
- Apparel
Applicable Functions
- Sales & Marketing
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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