Adidas Alphaedge 4D Full Funnel Campaign
My role: User Journey Development | Social Media Advertising | Campaign Development
Adidas 4D is the cutting edge of midsole technology, with an advanced 3D printing technique it offers great springiness, stability and durability. As a new technology it is important to translate this to our customers and explain how this product and new technology can benefit them with their running.
As a key campaign for the business we would communicate this out with a full funnel campaign including homepage headers, a bespoke landing page and email communication. I designed this using a combination of official assets provided by Adidas and our own in house photography I briefed into our photographer.
Bespoke Landing Page
As with all our landing pages I take a mobile first approach and work closely with our in-house developers to create ideas for a bespoke landing page that describes the products to the customers and allows them to make an informed decision about the product.
It is important to consider how the components will respond on different devices and to ensure the information is clear.
I aim to tell a story and display the information and specifications of the product in a fun and interactive way to generate more interest in the product.
Mobile
Desktop
Getting the message out
One of our main forms of communicating new products with our customers is through email. So email design and development was a key part of my role at SportsShoes.
In email design its key to grab the users attention as soon as they open the email, for this campaign email I have used a GIF showing the Adidas 4D midsole and it’s liquid material from a brand video provided from Adidas.
It’s also important that the information in the email compliments the contents of the landing page the customer will click through to and not just repeat the same communications.
So I have used different images to show different angles of the shoe and offer a snapshot of the content that is easily digestible and intrigues the customer to click through and find out more.
Social media presence
Social media is also a great tool to inform customers about the latest releases. This is the approach I took to our paid social advertising. Using the grunge theme background which has been used in the Adidas comms to give it a street feel.
For organic social activity through SportsShoes own pages I took a different approach utilising the strong colours featured in the shoes and also a different copy style explaining more about the features of the shoe to give customers more information.
