Adidas Neo Snapchat - #Myneolabel|短视频|广告营销案例【ADGuider广告指南】

阿迪达斯 Neo Snapchat-# Myneolabel

案例简介：概要阿迪达斯 neo 是一款针对青少年的快速时尚系列，他希望大幅增加他们在 Snapchat 的追随者, 给他们的观众一个新的机会成为品牌的一部分，并提供一个真正的 “社会第一” 来保持他们进步的形象。阿迪达斯在倡导个性并允许人们个性化他们的衣服和运动鞋方面有着悠久的历史,但是新的社交社区在阿迪达斯是独一无二的; 通过各种创新的社交活动，该品牌从一开始就与消费者一起创造和塑造 -- 它也只有 4 年的历史; 因此，观众是移动和社交的本地人，超级参与品牌,并热衷于在创造他们的风格中发挥积极作用，包括他们穿的衣服。结果在发布的前 24 小时，我们打破了 1500 个条目的 KPI，并将阿迪达斯 neo Snapchat 社区增加了 200% +，到活动结束时，这一数字上升到 1000%。通过利用我们来自世界各地的观众的自然行为，大量涌入。在活动过程中，我们的快照被打开了 280,000 次，成千上万的人参加并向我们发送他们的涂鸦，转化率达到了前所未有的 13%。在整个活动中，视频的浏览量超过 400万次。自活动开始以来，超过 400 万次观看。 9k 人进入比赛超过 4k 提交设计 280K 快照打开，13% 转换率从打开到屏幕抓取, 显示高水平的参与 79% 超过 280 的完成率开放 4。 instagram 上 4% 的参与率执行我们创造了一个超级干净的全白 lookbook -- 白色服装、白色环境、白色道具…… 甚至是白色表情符号 -- 为我们的用户提供了一个空白的画布来设计。动画闪光邀请我们的粉丝使用 Snapchat 的涂鸦工具来绘制服装。我们采用了 1000 的最佳设计，并将它们逐帧覆盖在全白的 lookbook 上。该活动采用了一种真实的社会美学，专门庆祝我们的粉丝 “在哪里” 和 “如何” 互动和表达自己; Snapchat。这是由我们的粉丝创建的，我们在所有社交内容中使用。4 名获奖设计师被空运到德国阿迪达斯总部参加训练营，在那里他们与 neo 设计团队合作，将他们的设计转化为最终收藏。最后的 4 套服装是对我们社区在线创造力和自我表达的庆祝，在 Snapchat 上设计的第一套服装中，离线生活。活动描述 # MYNEOLABEL -- 你设计的第一个 SNAPCHAT 青少年系列不想被告知该做什么，去哪里，绝对不想穿什么。所以我们把我们的新时尚系列和活动掌握在他们手中，通过黑客攻击世界上增长最快、最难以逾越的社交平台; Snapchat。我们制作了一部全白色的电影，有 4 套服装，我们在 Snapchat 上逐帧发布，提供了一个空白画布, 让我们的初露头角的设计师利用 Snapchat 的涂鸦工具。我们选择了 1000 个最好的设计，并将它们覆盖在全白视频上，创作了一部独特的动画 lookbook 电影，通过充满活力的社会审美来庆祝创造力和自我表达。这 4 名获胜者被空运到德国阿迪达斯总部，与 neo 团队合作，让他们的设计变得栩栩如生。该系列在我们用户设计的 lookbook 电影的结尾公布。战略阿迪达斯的 neo 粉丝是 13-17 岁的青少年，他们通过时尚、穿什么以及如何塑造自己的 “外表” 来定义自己。他们几乎完全通过社交分享、比较和评价这些观点…… 这就是 neo 与他们的社区建立独特关系的地方; 自成立以来, 他们的社会追随者在建立这个年轻的子品牌方面发挥了积极作用。几乎所有传统广告媒体都被数字、社交和物理激活所取代 -- 这意味着我们尝试雄心勃勃和互动的机会是巨大的。所以，我们决定去掉任何通常参与众包 “设计这个” 活动的技巧，并把权力交给他们来创建一个胶囊收藏, 但是在 Snapchat 上使用本地涂鸦功能! 因为 neo 是一个相对较小的子品牌，为了实现全球颠覆性的东西,我们选择 “黑客” Snapchat 以避免昂贵的付费广告格式。

阿迪达斯 Neo Snapchat-# Myneolabel

案例简介：Synopsis adidas neo, the fast-fashion range aimed at young teens, wanted to dramatically grow their Snapchat following, give their audience a new opportunity to be a part of the brand and deliver a true ‘social first’ to maintain their progressive image.adidas has a strong history of championing individuality and allowing people to personalise their clothes and trainers, but the neo social community is unique at adidas; through various innovative social activations, the brand has been created and moulded in conjunction with consumers from its inception – it’s also only 4 years old; the audience are therefore mobile & social natives, super engaged with the brand, and keen to play an active part in creating their style, including what they wear. Outcome In the first 24 hours of launching, we smashed our KPI of 1500 entries and increased the adidas neo Snapchat community by 200%+ which rose to 1000% by the end of the campaign. By tapping into the natural behavior of our audience entries from around the globe flooded in. Our Snaps were opened 280,000 times over the course of the campaign with thousands of people taking part and sending us their doodles, and an unprecedented conversion rate of 13%.Across the campaign, the videos had over 4 million views. •Over 4M Views since the start of the campaign•2.9K People entered the competition •Over 4k submitted designs•280K Snaps opened, 13% conversion rate from open to screengrab, indicating high level of participation •79% Completion rate of over 280k opens•4.4% Engagement rate on Instagram Execution We created a super clean, all-white lookbook - white outfits, white environment, white props… even white emojis – providing a blank canvas for our users to design. Flashes of animation invited our fans to draw on the outfits using Snapchat’s doodle tool. We took 1000 of the best design and overlaid them frame-by-frame onto the all-white lookbook. The campaign adopted an authentic social aesthetic, celebrating specifically ‘where’ and ‘how’ our fans interact and express themselves; on Snapchat.This was created by our fans, and used by us across all our social content. 4 winning designers were flown to adidas HQ in Germany for a bootcamp where they worked with the neo design team to turn their designs into the final collection. The final 4 outfits were a celebration of our community’s online creativity and self expression, brought to life offline in the first ever collection, designed on Snapchat. CampaignDescription #MYNEOLABEL – THE FIRST EVER COLLECTION, DESIGNED BY YOU, ON SNAPCHAT Teens don’t want to be told what to do, where to go, and definitely not what to wear. So we put our new fashion collection, and campaign in their hands, by hacking the world’s fastest growing and most impenetrable social platform; Snapchat. We created an all-white look-book film – featuring 4 outfits – which we released frame-by-frame on Snapchat, providing a blank canvas, for our budding designers to draw on using Snapchat’s doodle tool. We chose 1000 of the best designs and overlaid them back onto the all-white video, creating a unique animated lookbook film, celebrating creativity and self expression through a vibrant social aesthetic. The 4 winners were flown to adidas HQ in Germany to work with the neo team, to bring their designs to life. The collection was unveiled at the end of our user-designed lookbook film. Strategy adidas neo fans are young teens aged 13-17 who define themselves through fashion, what they wear and how they style their ‘looks’. They almost exclusively share, compare and rate these looks through social…and this is where neo has built up a unique relationship with their community; since its inception, their social following have played an active part in building this young sub-brand. Almost all traditional advertising media has been replaced with digital, social & physical activations – meaning our opportunity to try something ambitious and interactive was huge. So, we decided to strip away any artifice usually involved in crowd sourced “design this” campaigns, and actually hand the power over to them to create a capsule collection, but using the native doodle function on Snapchat!And because neo is a relatively small sub-brand, to achieve something globally disruptive, we chose to ‘hack’ Snapchat to avoid prohibitively costly paid ad formats.