Shoe Finder
Client adidas | Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
Adidas offers tons of shoes across various categories, and the amount of choice can be overwhelming. Our team was asked to come up with an engaging way to help people find the right kit across multiple footwear categories.
To match customers with shoes that meet their needs across four categories - running, leisure wear, football and outdoor activities - we created an interactive custom page for each one.
These launched independently with targeted media campaigns at key calendar moments before coming together into a single experience in time for Black Friday.
Each experience had its own unique flavour:
Running: a goal mapper which paired training plans and tips from adidas’ running ambassadors with kit recommendations based on what the customer wanted to achieve.
Leisure: a bespoke lookbook to give style inspo, and a paper-doll outfit builder so customer could check their head-to-toe fits before buying.
Football: skill how-to videos for players, based on the different product tech specs - plus a short social-style quiz to help customers define their play style and find their boot.
Outdoor: a product selector that asked customers how rough the terrain they wanted to conquer would be, and recommended kit based on their technical requirements.
The response
My role
Defining the brief and media strategy in partnership with the adidas and Amazon retail teams.
Leading the creative team to develop the four distinct experiences, based on customer insights and 3P data.
Overseeing the production team to create all video and social assets, including a shoot at Merky FC in London.
Setting the UX/UI requirements with the design technology team.
Overseeing all deliverables, from landing pages to media drivers.
Managing the client relationship to ensure we met a challenging series of deadlines.
Results
Above-average dwell time, engagement and CTRs from lifestlye to product content compared to standard Amazon.com brand stores.
High levels of engagement with interactive content across all footwear categories.
Improved sales of key product lines highlighted in the campaign.
