Adidas • Ozworld
2022 • Fashion • Cross-country • Global
Adidas Originals did an immersive metaverse campaign using a unique avatar generator to engage GenZ and showcase their individuality.
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The big idea of the campaign was to position Adidas Originals as a digital and cultural innovator and to drive brand affinity among GenZ consumers.
The campaign focused on the new Ozworld sneaker collection and aimed to engage GenZ through immersive experiences in the metaverse, allowing them to create unique avatars and showcase their true selves in virtual environments.
By partnering with platforms like Fortnite and Tencent, the campaign aimed to leverage the influence of GenZ gatekeepers in streetwear, gaming, music, art, and pop-culture to increase brand perception and drive sales.
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The challenge of this campaign was to drive perceptions of adidas Originals as a digital and cultural innovator using the new Ozworld sneaker collection as the hero product. The goal was to win brand credibility with the GenZ demographic by showcasing adidas Originals as a leader in the metaverse, a realm where GenZers are heavily engaged.
The limited options for self-expression in the metaverse were seen as a barrier, so the campaign aimed to provide GenZers with a unique and immersive experience to express their true selves.
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The target group of this campaign was Gen-Z, specifically those who are interested in streetwear, gaming, music, art, and pop culture. Gen-Z is known for being digitally fluent and spends a significant amount of time online, making them a valuable audience for adidas Originals to engage with.
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The campaign achieved impressive results. It generated 642 million impressions and increased brand affinity for Adidas Originals by 11 points.
The avatar generator, which allowed users to create their own unique avatars, attracted more than 10 million users. Some users even started selling their avatars as NFTs, resulting in a 162% spike in Adidas NFT price.
Additionally, Adidas Originals saw a five-fold increase in share of search on Baidu and a 57% increase on Google. Purchase intent also rose by 9 to 16%, leading to real sales and delivering an ROI of 303%.
