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.
- 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.
- 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”.