adidas World Cup 2018
Creativity is the Answer
On the adidas Global Brand Communications team, I delivered brand positioning creating top down momentum to drive awareness of adidas and ultimately drive demand for the brand.
I managed campaign digital strategies across digital media, .com, and social. I supported media planning, film concepting, production, and post-production. In addition, I owned our global campaign analytics and identified actionable insights for executive leadership to steer the dialogue for future global communications and media strategies — including for the World Cup.
For the 2018 World Cup, we delivered adidas’ most personalized campaign to date at scale. We produced 300+ personalized versions of the launch film via YouTube’s Director Mix based on location, gender, sport, and non-sport preference. As a result, we drove unprecedented view-through rate of the film.
What I delivered
Social
I extended our personalization strategy through Snapchat & Instagram backend targeting. The approach drove outstanding reach, views, and traffic. Social drove 18% of .com traffic during the World Cup time period (avg. 4%).
.Com
I partnered with an external vendor to create a mobile-first, personalized .com experience that extended the World Cup campaign narrative and drove an interest in hero products.
Behind the scenes
I owned the content strategy and art direction for all behind the scenes content. Content included product easter eggs, selfies and other candid moments to fuel PR and social channels.
Digital media
I leveraged the campaign visual direction to create a digital media toolkit inclusive of 2D + 3D assets to fuel our global media plan and support regional teams across the globe.
Social
We leveraged creators (athlete | influencer) as a platform to land our message. I produced 56 custom digital toolkits for each creator featured in the film. In partnership with regional markets, we whitelisted creator social posts to extend campaign reach.
I extended the personalization strategy through back-end targeting. The city location based targeting served custom creator content to drive views of the launch film (i.e. London and David Beckham, France and Paul Pogba, New York City and Karlie Kloss, etc.).
@adidas paid
Creator channels (boosted & organic)
.Com
I partnered with a digital shop to create an immersive experience that allowed users to go deeper into the film scenes and uncover additional content (i.e. athlete stories, product innovation, & exclusive behind the scenes content). Consumers were always two clicks or less away from product storytelling and shopping. Our overall campaign traffic reached 2.6M (84% coming from mobile).
Based on location, consumers would be greeted by a relevant key city athlete who invited users to explore the backstage.
London
New York
Tokyo
Behind the scenes
