We handed over the reins to our consumers and created the first socially curated fashion show, giving teens the chance to ‘Rule the Runway’. Our strategy was to turn usual fashion conventions on their head and create a show that was inclusive, fun and attracted not just the fashion press but also the influential global teen bloggers who our audience follows. Strategy and tacticsįashion shows are formulaic and carefully controlled by the brand. The campaign had to be content rich with assets available to view and post as soon as the show closed. We had to ensure the show lived beyond the 20-minute event for both consumers and media that couldn’t attend. We needed an idea that engaged them and allowed them to interact with the product while being innovative enough to secure global press coverage outside of the US. Our research told us that global NEO teens wouldn’t be interested in a straightforward fashion show with models walking the runway. Feature Selena Gomez, our style icon, to gain media exposure and engage bloggers.Provide a digital platform that allows consumers to participate in the event. Generate massive brand exposure to the global teen audience providing content for social media channels.Iris' brief was to launch the new Spring/Summer collection at New York Fashion Week. Adidas NEO Label is an energetic, fashion-forward brand aimed at 14-19 year olds, and which strives to be innovative in its marketing with this tech savvy audience.
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