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#IAMORIGINAL88

Strategy

This foot-traffic driver sought to amplify brand affiliation across multiple channels by offering an on-trend value/reward to shoppers to demonstrate how adidas understands their aspirations in relation to the retail and fashion world and giving them a chance to feature as models in the next ad campaign.

Shopper

adidas consumers and Studio 88 shoppers.

Insights

Having someone take the time to actually pick up your merchandise, try it on and see themselves in it is a pinnacle goal within the fashion retail industry. This created a meaningful interaction between the shopper and the brand. A competition of this nature would also give a brand heightened exposure through the organic reach of micro-influencers.

Solution

The campaign, I am Original 88 offered shoppers the chance to feature in the retailer’s next adidas campaign by going to the adidas stores, styling themselves in adidas merchandise, taking a photo and uploading it on social media with the use of relevant hashtags. The grand prize was awarded to one male and one female, with both winners receiving a modelling package and other great prizes.

TOUCHPOINTS
  • Teaser campaign

To drive interest and create buzz around the “Be the Face of Our Next Campaign” promotion – this was done via Studio88’s social channels.

  • Foot Traffic Driver

The objective was to create interest by promoting “Be the Face of Our Next Campaign” prize and explain the entry mechanism.

  • Step-by-step guide

A trade presenter, in the form of an explainer graphic, to demonstrate exactly how the competition would work.

  • Call for votes

Entrants were notified via SMS to generate buzz and garner votes via their own social networks. There was also a public appeal to get people to vote for their favourite.

  • Studio 88 Promo Campaign
Result:
  • The hashtag garnered solid campaign reach and was easy to execute.

  • 2M+ campaign reach through social interactions.

  • Over the period S88 web traffic showed a significant increase, 41.29% new users YOY  8000+ votes and 34000 page views.