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John Doe

Core disciplines: Branded content, Digital, Public relations (PR)

 

THE CHALLENGE

To create and deliver an integrated campaign to communicate an adidas Originals ownable brand message through PR, digital and social channels and digital influencer advocacy

 

THE SOLUTION

We identified the iconic adilette pool slides as an iconic piece of adidas design heritage and recommended relaunching the product to own the growing summer ‘pool slides’ trend. To drive this trend, we created a multi-layered content campaign to give us a brand moment alongside an ownable social conversation. 

Recognising key hype publication YingnYang as lead content creator, we collaborated on a series of lifestyle images aimed at mainstream media, whilst simultaneously partnering with emerging photographer and stylist pairing Becca Naen and Hayley McCarthy to produce street style content alternatives. We pushed the brand towards a more provocative position, recommending a socially ownable conversation for adidas to stimulate debate, “#socknslides: how do you wear yours?” The campaign culminated in an influencer seeding event, a who’s who of London style community at the East London’s Boundary Hotel rooftop.

 

THE RESULTS

The campaign and content was adopted globally by adidas including the creation of a designated adidas.com/socksnslides page on the global website for consumers to buy the look from a single page using our lifestyle imagery

 

The seeding event delivered x105 mainstream and trend media attendees (including Evening Standard, Shortlist, Esquire, Grazia, The Daily Street, Hypebeast) resulting in  x244 social posts within 24 hours of the event. The lifestyle and event imagery was used to launch the adidas Originals UK Instagram channel. The creation of the  #socksnslides  debate generated  trending social media buzz alongside  stand –out media coverage in mainstream media  such as Evening Standard, Sunday Times Style and Rinse FM

 

The campaign over-delivered on pre-set media, social and influencer KPIs by 40%

 

 

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