adidas: Ultra Boost Light Launch
My role was to deliver the social strategy and campaign toolkit for the global channels, share it with our markets to adapt and localise, and oversee the campaign implementation. Our ambition was to drive product credibility through compelling, social-first outputs. THE RESULTS - 14k social buzz - Generated the highest overall running campaign conversions at 52% - 836k engagements
HOW DID WE DO THIS?
1) Leveraging Product Campaign Assets
Igniting product desire by celebrating the features and benefits of the new UB Light and positioning it as the number one choice for the consumer's personal running journey. We created a full rollout plan, aligning with the product creative on how the UB looks and feels.
2) Partner Publishing
- Briefed our signed partners to experience how the UB Light looks, works and feels.
- Used the star power of Mo Salah by giving away signed shoes to drive further hype. This surpassed 100k.
- Worked with our Tik Tok agency on briefing creators to help drive cut-through with our Gen Z audience.
