Project Overview
The Challenge:
The successful release of a premium sport shoe takes place at the intersection of sports, fashion, and media. For the release of its adiZero Rose 2, adidas wanted to bolster social fan engagement, create awareness of the adiZero Rose 2 as the premier shoe of the season, and create a strong association between their shoe and NBA superstar, Derrick Rose. We had only two weeks to accomplish the mission.
The Results:
By weaving broadcast and digital marketing to drive increased brand and product engagement across a variety of integrated channels, adidas connected with their audience wherever they were – online, watching broadcast TV, or on mobile. Well-coordinated creative provided a seamless, cross-channel experience that delivered betterthan-anticipated results:
6.7 million impressions over the two-week campaign
14,000 + visitors to Facebook page
CTR of 0.21% (91% increase over the results of the first D Rose shoe launch)
Average CPC of $1.61 (on par with the results of the first D Rose shoe launch)
$2K incremental revenue from product sales
2K incremental views of “Unleash the Bull” on YouTubeClient
