Objectives

Map the social web to find the world’s leading youth influencers, then seed 12 viral movies to achieve millions of organic views and promote advocacy.

 Activity

  • We mapped and targeted over 1,000 key social influencers worldwide, with a combined reach of 1bn people each month
  • We devised a priority seeding strategy that would reward exclusivity
  • We launched 12 pieces of high value content, over a period of 6 weeks.

Results

  • Videos generated 4,000,000 organic views within 1 week
  • Over 700 pieces of premium coverage achieved over 6 weeks
  • The campaign fuelled an international program of Adidas House Parties
  • Advocacy and sentiment was said to be “off the scale”.