ADIDAS ORIGINALS

01 — Project details

Adidas Originals 60th-anniversary campaign: Celebrate Originality. Brand & Product ReLaunch of the signature Superstar shoe.

"House Party", a global communication concept brilliantly conceived by the wizards at Sid Lee, gave credence to the iconic heritage of the brand's trefoil, a congruent messaging strategy, and a brilliant fusion of the brand's dual ID of style and sport. The campaign concept was to define what being an "original" stands for, and inspire a new generation of icons, ambassadors, advocates, and lifelong customers.

02 — My role

While Associate Digital Media Director at Carat USA,

I led a team in creating, activating, and measuring all digital media campaigns for various integrated account teams, which included adidas, Taylor-Made Golf, Tourism Australia, New Line Cinema, Jenny Craig, among others. "Celebrate Originality-House Party" was a massive undertaking. Brand Marketing, Creative, and Media occasionally reach and find the intersecting groove in which planning, execution, and performance are in total harmony. Having directed digital media strategy, planning, and buying on a bevy of adidas brand and product campaigns during my tenure, this campaign is in my top 3.

03 — Campaign Goals & Challenges

As with all global campaigns with so much at stake, there are daunting layers of global-to-regional market distillation before we can adapt a media strategy for the U.S. market. The "House Party" campaign's overarching objective was to reignite awareness of the cultural heritage adidas is recognized for while revamping the trefoil branded footwear and apparel. The classic Superstar shoe was front and center as the hero of the iconic line of footwear and apparel products. The crucial challenge was keeping brand marketing, media, and creative teams working as a collaborative whole.

The Invitation

Style and Sport Performance icons like the indelible Kevin Garnett triggered the invitation stage of the campaign.

House Party

The celebration was on, and it was the ad campaign to be a part of that year. Adidas effectively reminded fans that the Originals trefoil is as classic and as fashionable as ever as a sporty, hippy hop, rebellious, ecentric, libertarian brand.

9-week campaign | Tri-weekly activation kits refreshed by Act.

Act 1: House Party Invite

The first of 3 campaign phases leads with an invitation to the party. Channel media funneled through owned, earned, and paid media channels, priming for 2 weeks.

Act 2a&b: Party Time

The second act put the flesh to the bone as the media team at Carat ramped up an ad buy across TV, print, and digital featuring intersects of music, art, and social media.

Act 3: Superstar

All assets sported the array of Originals branded footwear and apparel, with the classic Superstar as the, you guessed it, star of the party.

03 — Results

We managed to achieve a 32% improvement in conversion, just in one month after the new copy was released.

Campaign Performance Key Targets

+1223%

Increase in brand search impressions, clicks, and views across Serps and YouTube.

+2342%

Increase in the brand's social media connections in the USA.

+1492%

Increase in customer orders via the E-Com DTC channel in the USA.

+2396%

Increase in sales revenue for the Originals product line in the USA.