Launching a popular brand in a saturated space

Background

adidas Originals launched its new wristwatch lines in the APAC and EU markets though did not have product awareness in North America. Our strategy, primarily focused on reaching top-of-funnel customers, used visually-led creative to expose a new audience to adidas Watches.

Mission

With wholesale business already booming, our team helped kickoff direct-to-consumer marketing in North America before branching out globally to Europe, Japan and Australia.

Results

From URL to IRL and back.

Storytelling is everything and branded content is king.

What we said and how we spoke, was just as important as who we were speaking to. The narrative behind each collection was crucial in establishing a deeper connection with our customers.

Our collaborative partners were our social currency. Whether it was through creators or publishers, the more we used branded content to share our message, the more likely it was to resonate.

The customer journey was as much physical as it was digital. Our e-commerce campaigns needed to be in lockstep with our on-the-ground activations in order to create a connected customer experience.

Coordinating influencer and other strategic relationships with publishers such as Highsnobiety and Hypebeast, drove over 100K engagements through the launch.

Through our collective efforts, we were able to verify the brand on Instagram as well as gather external validation with key influencer partnerships. From a paid media perspective, we leveraged engagement and follower focused ads which helped expose content to new audiences and reach like-minded users. Dynamic product ads also reacted to customer preferences to provide a more personalized experience.