2011/12 - Global Social Platform Development
Role: Project lead
Title: Sr. Account Manager
Agency: Sid Lee Amsterdam
Adidas Originals is the enabler of self expression.
Inspired by the 2011 city vs. city Instagram execution, adidas briefed their local markets in SS12 to identify 3-5 local influencer, one cultural relevant media partner and a physical space. On the local media partners channels consumers can vote for the influencer they would like to see expressing their originality within a white canvas for self expression – the venue. The influencers can use the space however they want in order to express themselves and showcase their Originality.
THE BRIEF
Introduce the campaign and tell this story on a global level through all existing adidas Originals channels.
The objectives were:
- Drive Engagement and Conversion with the female consumer
- Put brand and products into context to inspire and engage our consumers
- Create a global community of Originals girls
- Connect on and offline
In line with the new strategic positioning direction of “spread creative courage” it was mandatory to come up with a solution that allows everyone to participate on the event even when they are not able to attend it physically.
THE RESULT
Next to coming up with a strategy how to spread the local market content through the different channels like Instagram, Twitter and Facebook by always driving back to adidas.com for a richer experience, we introduced a new channel to the adidas Originals ecosystem. Tumblr.
Tumblr has a demographic that overlaps exactly with our Originals Womens target group with an established behavior of reblogging. This way we are able to recruit a new, more fashionable audience (in line with Originals brand marketing objectives of recruiting a more fashion conscious audience) and create additional reach.
In order to put brand and product into context we came up with an innovative technical solution. Product images of articles featured in the displayed content were automatically shown underneath each post, driving the user directly to e-com.
A custom build CMS allows to pull in content, fans posted on their social media channels and (hash)tagged it with the campaign hashstag #WSA or #adidasOriginals. After moderation this content is published on the adidas Originals Tumblr. This way everyone was able to participate and showcase their expression of Originality.
The adidas originals tumblr was in 2012 one of the first fully responsive social websites with support for mobile and retina display.
Tumblr refers to this execution as best practice use case on how brands should leverage their platform.
PRESS
June 08, 2012 - Adage - Tumblr unveils major brand campaign adidas