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Iris

Core disciplines: CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

#MyNeoLabel

The first fashion collection created
by fans on Snapchat

4M+ views across the campaign

349% increase in the Snapchat community over the campaign

5K+ people entered across all competition phases

Removing the media spend and socially engaging adidas NEO’s teen audience by hacking their #1 network, Snapchat.

The Challenge

Young 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.

Our Approach

The obvious brand approach on Snapchat is through paid ad formats such as lenses, but we didn’t want an off the shelf, temporary presence, instead we created our own. We created & released an all-white look-book and using Snapchat’s native doodle tool, budding designers created their own designs. Around 1,000 of the best designs were laid back onto the blank video to create the final look-book film & reveal the final collection.  Winners were flown to adidas HQ with social influencer Peyton List to watch their designs turned into reality.

We celebrated the ingenuity and creativity of the adidas neo community, turning our audience from consumers to collaborators – hacking the world’s fastest growing, most impenetrable platform to create a first of its kind fashion line.

 

Results

2 Cannes Lions

4M+ views across the campaign

5K+ people entered across all competition phases

280K Snaps opened, 13% conversions rate from open to screengrab, indicating high level of participation

79% completion rate of over 280K opens

220% increase in Snapchat community within the first 24 hours

349% increase in the Snapchat community over the campaign

 

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