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Iris > 实例探究 > 通过 Snapchat 上的#myneolabel 吸引 adidas neo 粉丝
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Adidas' Innovative Social Media Engagement Strategy: #myneolabel

技术
  • 传感器 - 相机/视频系统
适用行业
  • 服装
适用功能
  • 销售与市场营销
挑战
adidas neo 的粉丝都是移动优先的,他们需要发声。因此,当我们接到要创建真正创新的全球活动的通知时,我们在 Snapchat 上推出了 #myneolabel。
关于客户
阿迪达斯新粉丝
解决方案
#myneolabel 以参与为核心,以一部以四种“白色造型”为特色的迷你时尚电影拉开帷幕。粉丝们被鼓励拍下它。设计它。穿上它。使用 Snapchat 的原生涂鸦工具,新晋设计师被邀请在穿着白色服装的模特的屏幕截图上创建和编辑自己的时装设计。
运营影响
  • The #myneolabel campaign was a resounding success, not only in terms of engagement metrics but also in terms of brand innovation and customer involvement. The campaign gave fans a unique opportunity to participate in the design process, fostering a sense of ownership and deepening their connection with the brand. The campaign also showcased the brand's commitment to innovation and creativity, as it leveraged Snapchat's native doodle tool in a novel way. Furthermore, the campaign's success was recognized at the industry level, with Adidas winning two Cannes Lions 2017 awards.
数量效益
  • 4M+ views across the campaign
  • 79% completion rate of over 280K opens
  • 349% increase in Snapchat community over the campaign

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