adidas Originals - Online PR campaign

THE CLIENT

Adidas

THE BACKGROUND

To celebrate 60 years of ‘soles & stripes’ adidas created three short movies around a star studded ‘House Party’, which featured many of the brand’s ambassadors from the fashion, sport and music industries such as Missy Elliott, David Beckham, Katy Perry and The Ting Tings.

Each movie showcased up to two minutes of different events at the ‘House Party’ and each was strategically launched to key online media over a 3 week period.

THE BRIEF

Manage adidas global digital coverage. Our objective was to research and gain exceptional coverage on the world’s most suitable websites, with the main aim of reaching the client’s global target audience.

To achieve 500,000 combined views of the movies within a period of 12 months. Effectively track and report online buzz.

 

THE SOLUTION

Using a highly technical approach we identified a range of quality blogs, forums and social network portals. Each target was analysed for quality, demographic suitability, levels of traffic, topicality, track record, viral transfer rating and a whole lot more. This gave reassurance to the client that our seeding strategy fitted their campaign objectives.

Using honed online PR techniques and our solid relationships within the blogosphere / social media we were able to leverage a wide range of high profile coverage.

THE RESULTS

We conducted the seeding over a 3 week period generating 1,500,000 unique views, 10 months ahead of schedule. The total value of our coverage was in the region of £2.5m.

Established, operated and grew adidas branded Youtube and Facebook portals.