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adidas leverages Smartly.io’s automation tools to increase CTR by 116%

ABOUT

adidas

adidas is one of the world's leading sports brands, at the cutting edge of sports technology, fashion and leisure, offering apparel and footwear for every sport, every fashion, and every style, whether you are an athlete or fashionista. Everything adidas does is rooted in sport, which plays an increasingly important role in more and more people’s lives, on and off the field of play. It is central to every culture and society and is core to adidas’ health and happiness.

1 Challenge

How can we launch a new mid-funnel strategy?

When it was time to plan its social strategy this year, the team at adidas wanted to drive more traffic to its direct-to-consumer landing page, through a product-focused, mid-funnel social campaign called “Only at adidas.” This strategy relied on offering the consumer a personalized experience. However, since new direct-to-consumer products are constantly changing and its creatives involved backgrounds that needed to be customized per product, the team needed a way it could easily update the campaign to incorporate the latest looks into its Meta strategy.

Not only was adidas hoping to quickly swap out backgrounds and apparel, the team wanted to do this across 10 markets and 9 languages. Adidas looked into ways it could scale virtually hundreds of creatives, as one thing was clear, if the team was going to make its social strategy work and limit ad fatigue, it needed a partner that could help them automate most of the manual tasks involved with ad creation.

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"We as a Performance Media team are rapidly ramping up our mid-funnel activity in the past few months. It’s still early but we can already say that the ‘Only at adidas’ campaign is a prime example of how it’s done best. Together with Smartly.io and our media agency, we’ve been able to create a campaign that’s highly flexible, customisable and driving traffic at a very low cost.”

Bob Adrichem, Assistant Paid Social & App Manager, adidas

2 Solution

A personalized customer experience with Automated Ads

The adidas team turned to Smartly.io to help streamline and automate their ad creation process in order to maximize the success of its program. The team leveraged Smartly.io’s Automated Ads and feeds to automate the use of product images, background colors, and relevant text without the need to manually update and localize video ads across all 10 of its key markets.

Smartly.io, adidas, and its agency, Mediacom, held strategic weekly meetings to come up with the plan in order to successfully execute its paid social strategy. Since leveraging Smartly.io’s social automation platform, the team has enjoyed a click through rate increase of 116% and a 4x increase in return on investment, versus mid-funnel benchmarks.

This strategy proved to be so successful, adidas has repurposed this playbook and is now expanding the reach of the campaign to 19 markets and has begun to launch its “Only at adidas” program on Snapchat. With Smartly.io the team will now be able to quickly reproduce a consistent experience across its ad platforms, saving adidas resources for future campaigns.

Results

+116%

click through rate

4x

increase in ROI

-30%

cost per quality visit
3 Examples

Ad Examples

 

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