Adidas Originals NMD R2 Launch "The Single Endless Post"
Adidas originals launched nmd R2 in spring 2017. We had to engage millenials online
to explore the endless evolution of NMDs. But with an attention span of only 8 seconds, how could we engage them longer?
Idea & execution:
Introducing
the Adidas Originals NMD R2 " Single Endless Post". The one Wechat post loaded with interaction, by linking 80 layers of stunning content in one post seamlessly. They could
play – explore – share endlessly. On one mobile screen, we let them explore a side of their city they had never seen before. With a click.
Result:
The campaign set social & digital records for Adidas China:
- People spent 15x longer on our post compared to average
- Adidas fan base grew by 40,000 during the campaign
- Rmb 56,000,000 media impressions
- We reached 35% of total sales in 1 week
