Task- Adidas Originals Superstar is synonymous with street culture. It enjoys veneration from the creative fraternity as well as the youth. However, in India, our youth are not aware of the Superstar’s iconic status. The shoe was thought to be ‘too funky, too expensive’. Our task was to establish Superstar as the cult brand for all creative folks anywhere in India.
Solution- Young, creative people are always in search of a chance to prove their worth, this is truer for an overpopulated country like India. We decided to give them an opportunity. We recruited successful youth icons from diverse genres of fashion, photography, EDM and Graffiti and turned them into our spokespersons. We then asked our TG to inspire their idols with ideas, for a chance to collaborate and share the stage with them in the Superstar’s next project.
To reach out to our TG we formulated a 360 digital campaign that included genre and non-genre based banners; we created content through reputed bloggers and floated the hashtags #AllSuperstarsUnite and #SuperstarStory; we also created videos and marked our presence on Facebook through promoted posts and stamp ads. Superstar imagery worked for us on Instagram and celebrity endorsement on Twitter.
Result- In 2 months, the campaign received:
- 59607 unique visiters (almost 1000 unique visitors a day)
- 2796 registrations
- 3359 submissions
- The twitter activity #AllSuperstarsUnite trended across Mumbai (17th Oct), and
- #SuperstarStory trended across India (5th Nov)
Basis the campaign we conducted in India, a global campaign is being launched along the same lines with 4 global superstars. Pharrell Williams is already tweeting about the activity.
The campaign landing environment in parallax-
Promotional creatives; banners, emailers, posts etc.-