adidas: #myneolabel & #myneoshoot

adidas: Brand Activation, Creative Strategy, Media Buy, Social / Influencer Strategy, Content Production

adidas neo is the fashion label for the generation that live and breathe in mobile social. I spearheaded the global digital marketing team to build (from scratch) & lead the digital strategy over 2 years across e-commerce, social media, mobile, digital media buy, influencer marketing as well as digital content production.

To make adidas neo to be the most open-sourced brand for teens, we successfully launched two brand activations that demonstrate the best practice of social media marketing on Instagram and Snapchat. It’s all done in 2015 - 2016 before both platforms became the go-to-destination for teens, instead, more like a trial and test for what’s never done before.

#myneolabel was the first fashion collection created by fans on Snapchat - all consumers can “doodle” their neo collection directly on Snapchat and the winners’ designs were later made into the real products sold on e-commerce. The campaign delivered +4M impressions and 349% increase of Snapchat followers - the success was also recognized by Cannes Lions.

#myneoshoot was the first consumer-created campaign - e.g. the production crew (photographer, models, stylist, make-up) were casted from real consumers and decisions (products, styling, props, locations) were made by the neo community on Instagram around the world.

Both activations were listed as the case studies from some industry blogs (Thank you!):
https://oursocialtimes.com/9-case-studies-where-clever-instagram-marketing-got-huge-results/
https://www.mish.guru/posts/3-snapchat-campaigns-that-cleaned-up-at-cannes
https://outgrow.co/blog/contests-giveaways-examples
https://medium.com/@ang_el2005/4-instagram-case-studies-with-clever-influencer-marketing-5ff1a0bc3bc8
https://mediakix.com/blog/instagram-marketing-case-study-adidas-neo/
https://www.rightmixmarketing.com/marketing/instagram-marketing-5-brilliant-examples-to-learn-from/