THE FIRST FASHION COLLECTION CREATED BY FANS ON SNAPCHAT
adidas neo fans are mobile-first and they demand a voice. So when briefed to create a truly innovative global activation, we launched #myneolabel on Snapchat.
With participation at its heart, #myneolabel kicked off with a mini fashion film featuring four ‘white looks’. Fans are encouraged to SNAP IT. DRAW IT. WEAR IT.
Using Snapchat’s native doodle tool, budding designers are invited to create and edit their own fashion designs on a photo of a model wearing a white look. Four winners will be flown to adidas HQ in Germany to have their designs turned into real items as part of a super limited adidas neo collection.
- 4+ million views across the campaign
- 5K+ people entered across all competition phases
- 280K snaps opened, 13% conversions rate from open to screen grab indicating high level of participation
- 79% completion rate of over 280K opens
- 220% increase in Snapchat community within the first 24 hours
- 349% increase in the Snapchat community over the campaign