New Years Campaign 2024
Client: adidas
Date: August - December 2023
Locations: Vienna, Austria | Barcelona, Spain
My Role: Head of Creative Studio
Team:
Emily Lemon (Copywriter)
Mariana Ochoa (Video Editor)
Katrin Brandstatter (Brand Designer)
Susana Yang (Project manager)
Chris Borgren (Art Director)
Sean Tucker (Brand & UX Designer)
Theo Salame (Producer)
Brief
Get new and casual runners to download the adidas Running App by showing and giving them the tools to focus on the mental health and overall wellbeing aspects of activity during the stressful holiday period.
Strategy
Problem
Consumers are overwhelmed by the “new year, new you” rhetoric of most fitness brands that shout at them from December through January.
Execution
As head of studio, I set the campaign’s creative strategy, broke down the brief, worked with product and marketing stakeholders, and was accountable for the final content deliverables.
Solution
Reframe activities like running and walking as antidotes to stress and a way to escape holiday and everyday madness.
Results
550K virtual challenge and race participants
52% finisher rate
~1M total views of yearly rundown (similar to Spotify Wrapped feature)
3rd most successful virtual challenge since 2022 despite budget and staff cuts
Selected deliverable
Turn down the noise
Social anxiety peaks during the holidays. Running can help us reset, deal, and be ourselves. We created bumper ads to run on social media to challenge the predominant toxic new years messaging.
User Acquisition Ads
We created ads targeted to growing the Running App’s user base.
Three Learnings
1
Right-size video production to match KPIs.
2
End of year campaigns can be especially rough on teams as everyone’s tired from the year and looking forward to the break.
3
Meaningfully celebrate launches.