adidas by Stella McCartney & TERREX Ski Collection Launch
As the Global Social & PR lead for adidas x Stella McCartney, I spearheaded the launch of our first-ever ski wear collection in collaboration with TERREX ⛷ across our social and PR channels. We did this with earned and owned content that delivered the following… RESULTS - 75 PR pieces + 6.2m reach - 145 influencer posts + 1.6m impressions - 455.3k reach & 2% ER on owned content
OWNED CONTENT
We produced social-first content showcasing the collection's nature-inspired, high-performance energy, aligning with adidaswomen’s “live unfiltered” strategy and Stella McCartney’s luxury aesthetic. I also developed on-set concepts to maximise content opportunities. The content achieved a 2% ER on IG (above the adidas 1.3% average) and generated 1,678 clicks on Pinterest with a 1.5% ER, making it the top-performing pins of the year on the adidas global channel.
INFLUENCER CONTENT
To create hype around the collection, we organised surprise drops for 21 media and creators, delivering packed suitcases and all-expenses-paid invites to a luxury getaway. The resort getaway
flooded Instagram and TikTok feeds, drastically increasing our social presence as seen in the results below. The attention to detail ensured success with creators and media, doubling our coverage over two months.
