#MYNEOLABEL - THE FIRST EVER FASHION COLLECTION DESIGNED ON SNAPCHAT

Young teens don’t want to be told what to do, where to go, and most definitely not what to wear. So we put our new fashion collection, and campaign, in their hands, by hacking the world’s fastest growing and most impenetrable social platform… Snapchat.

We created an all-white look-book that we released bit by bit on Snapchat. You screen shot a frame, doodle on the outfit, and send it back to us.

Around 1,000 of the best designs were laid back, frame by frame onto the blank video to create the final look-book film and reveal the final collection.

The campaign kicked off with a look-book film featuring four ‘white looks’. Using Snapchat’s native doodle tool, budding designers were invited to SNAP the specific frame they wanted to doodle on, DESIGN their look, and message it back to the brand for the chance to WEAR their design for real.

Social influencer, Peyton List, amplified our launch message to her millions of fans, and over the 4 week entry period, we periodically laid the best designs back into the look-book film, frame by frame…creating a beautiful stop motion aesthetic.

Ultimately, the creators of the 4 best designs were flown to adidas HQ in Germany for a bootcamp with the neo design team; here, they saw their designs turned into the final collection – which was presented back to the community in the completed look-book film ending on the same 4 models wearing the finished apparel and footwear.

In the first 24 hours of the campaign launching, there was over a 200% increase in the adidas neo Snapchat community rising to 1000% at the end of the campaign.

By tapping into the natural behavior of our audience entries from around the globe flooded in. Our Snaps were opened 280,000 times over the course of the campaign with thousands of people taking part and sending us their doodles, and an unprecedented conversion rate of 13%.

Across the campaign, the videos had over 4 million views.

• Over 4M Views since the start of the campaign

• 2.9K People entered the competition

• Over 4k submitted designs

• 280K Snaps opened, 13% conversion rate from open to screengrab, indicating high level of participation

• 79% Completion rate of over 280k opens

• 4.4% Engagement rate on Instagram