Conducted first Tmall Super Brand Day campaign of adidas, which led to huge commercial success. through a series of well-articulated communications across social, digital, event, and e-commerce channels, the campaign refreshed the sales record of Tmall fashion industry in just 14 minutes on launch day. On brand level, we helped adidas be the first brand to realize a new running revolution in China. Leveraging celebrity power, platform collaboration, digital innovation, and content creation, we made adidas brand and the UltraBOOST 19 more relevant to a broader group of audiences beyond athletes and serious runners.
1: REBOOST the energy of the young：Introduced Deng Lun as a runner for the first time. Released interactive videos of his transformations to only on adidas Tmall store to engage his fans.
2: REBOOST the energy of running lovers：Cooperated with one of China’s largest running platforms JOYRUN, leveraged running data to recruit runners to attend the REBOOSTED event.
3. SOCIAL Exposure: Influencers content co-creation across platforms in and out of the Alibaba ecosystem. Over 100 social influencers; Media Exposure on 14 DIGITAL platforms;OOH exposure in 5 key cities;TV/OTV exposure in 25 key cities
4. Product: Designed and produced limited Super Brand Day UltraBOOST 19 shoe box.
Launch Event 2/21: Deng Lun, athlete, runners, and consumer join together to witness the launch of UltraBOOST 19
Business Imapct:Refreshed Tmall fashion industry’s sales record in just 14 minutes on launch day. Campaign awarenss & Impression:TVC/OTV impression:263,041,855;OOH impression:38,000,000； Magazine cuirculation:2,738,000; Digital & Social impression: 13,579,551,213; Digital & Social engagement: 17,517,424; Event Impression: 12,790,000,000