THE TASK
We were tasked with introducing the global #HereToCreate campaign to a South African audience... but something didn't feel right. What we realised was that South Africans seek a purpose behind creation, something tangible, and creations should serve communities as well as individuals.
THE IDEA
We went out on a limb, challenging what #HereToCreate meant to adidas in South Africa, and to the people we would be marketing to.
What we developed was a social media campaign that strategically used local adidas athletes and personalities, asking them to challenge every day people to express their creativity through their training, and in return for each video received adidas donated a pair of trainers to someone in need.
We went out on a limb, challenging what #HereToCreate meant to adidas in South Africa, and to the people we would be marketing to.
What we developed was a social media campaign that strategically used local adidas athletes and personalities, asking them to challenge every day people to express their creativity through their training, and in return for each video received adidas donated a pair of trainers to someone in need.
THE RESULT
- 1000 Pairs of trainers donated to charities
- Mentions grew over 100% during the month
- 31% Increase in positive sentiment towards adidas throughout the campaign
- 1297 Unique #HereToCreate uploads (R9 639 520 value equivalent)
- 2 185 920 O.T.S (opportunities to see) generated media exposure
Creative strategy and copywriting: Brett Allen-White and Peter Hutchings.
Filming and editing: Man In Cape.
Filming and editing: Man In Cape.
Official case study.
Siya Kolisi's #HereToCreate video.
The Stormers' #HereToCreate video.
