#MYNEOLABEL

ClientADIDAS
Category C03. Use of Social Platforms
Title#MYNEOLABEL
Product/ServiceADIDAS NEO
Entrant IRIS London, UNITED KINGDOM
Idea Creation IRIS London, UNITED KINGDOM
Production SKUNK LONDON, UNITED KINGDOM
Production 2 FRAMESTORE London, UNITED KINGDOM
Credits
Name Company Position
Jonathan Wedlake iris Copywriter
Matthew Carter iris Art Director
Adam Fish iris Creative Director
Polly Barnes iris Board Director
Simone Botherway iris Account Director
Amy Hyman iris Account Manager
Lottie Tonks iris Account Executive
Jess Reynolds iris Agency Producer
Benjamin Spencer iris Designer

The Campaign

#MYNEOLABEL - THE FIRST EVER FASHION COLLECTION DESIGNED ON SNAPCHAT. Young teens don’t want to be told what to do, where to go, and most 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 that we released bit by bit on Snapchat. You screen shot a frame, doodle on the outfit, and send it back to us. Around 1,000 of the best designs were laid back, frame by frame onto the blank video to create the final look-book film and reveal the final collection.

Creative Execution

The campaign kicked off with a look-book film featuring four ‘white looks’. Using Snapchat’s native doodle tool, budding designers were invited to SNAP the specific frame they wanted to doodle on, DESIGN their look, and message it back to the brand for the chance to WEAR their design for real. Social influencer, Peyton List, amplified our launch message to her millions of fans, and over the 4-week entry period, we periodically laid the best designs back into the look-book film, frame by frame… creating a beautiful stop motion aesthetic. Ultimately, the creators of the 4 best designs were flown to adidas HQ in Germany for a bootcamp with the neo design team; here, they saw their designs turned into the final collection – which was presented back to the community in the completed look-book film ending on the same 4 models wearing the finished apparel and footwear.

Results

In the first 24 hours of the campaign launching, there was over a 200% increase in the adidas neo Snapchat community rising to 1000% at 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 • Our KPI of 1500 entries was smashed in the first 24 hours! • 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

#MYNEOLABEL is the first truly co-created fashion collection, designed by fans on Snapchat. By targeting direct to our consumer’s pocket, the campaign turned our audience from consumers to collaborators, celebrating the ingenuity and creativity of the adidas neo community. It hacked the world’s fastest growing platform to create a fashion line powered by the people who wear it. A call-to-action film invited the audience to use Snapchat’s doodle tool to create their own designs onto white outfits then share their creations back to us for a chance to win an epic prize!

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 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.