Case Study adidas...2 Case Study Branding adidas Supercourt The Challenge Launch a global white leather sneaker on Zalando for an edgy audience hitting the current Zeitgeist • The

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Case Studyadidas

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Case Study Branding adidas Supercourt

The Challenge

Launch a global white leather sneaker on Zalando for an edgy audience hitting the current Zeitgeist

• The aim of the campaign was to re-establish adidas as the leading white leather sneaker brand amongst the Zalando audience.

• As the all-new addition to the Home of Classics family, the Supercourt should be introduced and brought into context with a meaningful story-line for the target audience.

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How adidas & ZMS used a multi-layered creative story telling to maximize touchpoints

The campaign roll out was divided into three “My Supercourt, My Story” phases: • Sevdaliza: music • Voguing: dance• Art Collective: art

To maximize touchpoints across the full user journey, ZMS merged online and offline in a holistic experience with Out of Home, Category Takeovers as well as dedicated media and customer events.

The Solution

In order to speak to different segments and provide relevant content matching their respective interests, ZMS came up with a multi-layered creative story, with three phases championing the adidas pillars: music, dance and art.

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Out of HomeTwitter and Pinterest

HOLISTIC CROSS-CHANNEL APPROACH

Addressable TV

Homepage Teaser YouTube

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Paid Impressions

620M

How the increased white sneaker awareness was achieved

38MEarned

impressionsClicks

4.5M +67%Higher view through

rate on YouTube

• The campaign achieved the goal of increasing the positioning of adidas as the brand most associated with white sneakers.

• Homepage Take Over resulted in an instant awareness surge with high peaks in PDP views.

• OOH exceeded reach expectations, extending the campaign into the offline world.

• Social Media placements showed great results: Twitter was extremely effective in extending the reach during the Homepage Takeover, Pinterest showed outstanding engagement metrics, and YouTube proved very engaging.

• The campaign successfully told the story and created excitement amongst press and influencers, which resulted in authentic and genuine 3rd party coverage.

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