Title	#MYNEOLABEL
Brand	ADIDAS
Product/Service	ADIDAS NEO
Category	B12. Use of Social Platforms
Entrant	IRIS London, UNITED KINGDOM
Idea Creation	IRIS London, UNITED KINGDOM
Production	SKUNK LONDON, UNITED KINGDOM
Production 2	FRAMESTORE London, UNITED KINGDOM

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 lookbook 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 lookbook film and reveal the collection.

Creative Execution

The campaign kicked off with a lookbook 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. Over the 4-week entry period, we posted the best “designs of the day” to entice others to participate. The creators of the 4 best designs were flown to adidas HQ, Germany, for a bootcamp with the neo design team; here, they saw their designs turned into the final collection. The completed lookbook film, with over 1000 designs laid back frame by frame, was presented to the community. The film ended on the same 4 models wearing the finished apparel and footwear revealing the #myneolabel collection.

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 • 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

Insights, Strategy and the Idea

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.