A Digital Campaign That Proves Creativity Never Sleeps
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In January 2019, adidas Originals kicked off a new chapter in product design — reflective lifestyle shoes. The Nite Jogger was the brand’s largest launch to-date, spanning four drops over six months and in two-dozen color-ways.
1
The Background
Code and Theory was tasked to deliver an innovative digital experience that achieved three critical needs:
- Introduce and educate consumers on both the franchise and its core technology.
- Develop an experience that brings to life the concept of the shoe-creativity coming alive at night.
- Extend the above-the-line concept through content, technology and innovation.
With the brand, consumer, and a series of global creators all creating content, the message and strategy became clear: creativity never sleeps.
The result? A custom .com experience that evolved around an editorial framework over four drops. We also designed a custom app experience to give creative power to consumers, enabling them to cohesively create for the brand, dive deeper into the product features and experience a shoe and a world that changes from night-to-day. We supported with experience with an ecosystem that included partners, local markets, CRM, paid media and personalized .com assets.
2
The Solution
The Digital Experience
Move consumers through the product’s story, breaking down attributes along the way.
The story converges at a centralized .com location and moves consumers through to conversion.
Interactive 3D Design
An innovative first for adidas, we created an interactive element that revealed what the shoe looked like in the dark.
Users were prompted to hover over the silhouette, which would activate a beam of light that would reveal details of the shoe, as well as activate the reflective components of its design.
Day-to-Night Transitions
The experience was day-parted by based on user location. IP addresses would dictate a day experience vs. night. Both content and messaging were tailored based on user location before allowing users to explore different geo-based content around the world.
Globalized Creative
To further the global day-to-night story, content needed to be scaled. To tell the Nite Jogger narrative through a single studio shoot lacked both the assets quantity and the story authenticity to do it justice.
UGC App Content
We democratized the creative process even further through an app experience that allowed us to unify UGC and use it in global campaign creative.
An interactive app experience that mirrored the Campaign Hub had a built in picture filter that accentuated the night reflectivity of the product. The help set a user behavior on how to shoot content at night and provide quality, uniform UGC that could be used in broader brand creative scenarios.
3
The Results
Our work had a massive impact for the brand:
- Drop 1 sold out globally within 48 hours
- The campaign page out-converted product pages (an Originals first)
- Consumers cited 3D experience as a key conversion driver
- Garnered significantly below average bounce rate on .com content
