In China, aside from nudity and profanity, there are no major restrictions or regulations imposed by TV stations, broadcasting companies, government or other regulating bodies.

Introducing Adidas Originals #Represent 

We created a campaign to unite all Chinese youth through their Originality. We partnered with Rockstar Eason Chan to invite youth to submit images that best represented their Originality. In-store kiosks and online activities collected the images. We even created the Originals Van that travelled to 4 major cities to spread the word and collect images.

In the end we used the images to create China’s first crowd sourced music video with Eason Chan.   

Key Objectives/KPIs: 

Consumer participation: 

Target: collect 10,000 images. Actual achieved: 52,476 images. 

Key KPIs

Digital Clicks: Target 3.8 million. Achieved 7.9 million.

CTR: Target 0.26%. Achieved 0.23%

CPM: Target 4.2. Achieved 1.09.

CPC: Target 1.6. Achieved 0.75. 

Retail Activities

Target: increase store traffic by +15%. Achieved: increase +29.6% 

Brand Image and Attributes

Brand familiarity +17% vs pre-campaign measure.

Purchase intention +12% vs pre-campaign measure.

“Classic” image enhanced +12% vs pre-campaign measure.

“Trendy” image increased +11% vs pre-campaign measure.  

Key Objectives: Long-term Brand Participation and Immediate Sales.

Attract 150,000 new fans. Achieved: 179,000 fans.

25% sales increase. Achieved: 32% increase.