adidas • Ultraboost 21 shoe product launch
Campaign Overview
With renewed focus on driving credibility with runners and positioning the Ultraboost 21 shoe for running, our digital media strategy aimed to oppose moments of low energy. Having a healthy digital marketing budget of +$2.5MM, we were able to devise and execute a comprehensive campaign that built mass awareness for the product.
The Challenge
Historically, the Ultraboost product-line has the perception of being a lifestyle shoe and not taken seriously as a shoe for runners. There’s also a relatively steep price point for the product, which may be another barrier to purchase for consumers.
The digital advertising had to deliver on three goals:
Boost attention of adidas as a runner’s brand
Build mass reach of the “HI ENERGY” messaging to drive awareness
Support the experts driving credibility of the UB21 amongst in-market audiences
The Solution
With the overarching campaign strategy of opposing moments of low energy — our campaign delivered on this promise through the following digital advertising executions:
Fast and high-scale video ads across premium video properties (i.e. YouTube, FB/IG, etc.)
Focus on premium high-impact placements across select digital partners
Connect with runners at scale during low energy moments with social & display advertising
Custom partnerships with tried-and-true media partners to drive home the product messaging
The Results
As the digital advertising campaign consisted of many channels ranging from paid social to display & video ads, each channel had its own set of performance KPI’s (key performance indicator) and goals. Overall, majority of the digital channels were able to meet performance benchmarks — from brand awareness lift to cost-per-view goals.
For digital video ads specifically (ex: ads on YouTube) — the Ultraboost campaign saw a 25%+ lift in TrueView VTR (view-through rate) compared to the general adidas benchmark.
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