Digital Platforms | brand
In 2012 adidas set out to re-frame how Women see and experience the adidas brand with their 'all in for #mygirls' campaign longterm consumer initiative, built upon a strategy to drive brand re-appraisal across all fronts: Communication, Shopping & Participation. Commerce through content.
The shoppable content experience is www.adidas.com/mygirls. the initiative was live 2013-2015
analytics after one year::
3 million unique visitors
31,000 hours of engagement
4,970,000 euro in referred sales
ecom basket 20% higher
213 countries reached
My role in 2012 started as editor of the platform, within a year I was promoted to Sr. Brand Manager and Art Director leading on all brand creative and editorial marketing for the platform and womens initiative.