Adidas Originals - YouthINK Internship Program | Case Study

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Letsintern.com helped Adidas Originals build a marketing campaign in the in India that was targeted at college students in the top target cities. Adidas hired 60 brand ambassadors from the Letsintern database of students in the top colleges in Delhi, Mumbai, Bangalore and Chandigarh.

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Adidas Originals - YouthINK Internship Program | Case Study

  1. 1. Talent | Youth MarketingCHOICE LIFESTYLEPASSIONSTYLEEXPRESSION FEARLESSNESSRAW INDIVIDUALFRESHNESSHUNGERCURIOSITY CHANGE LIFETRUTHMUSICCASE STUDYClient : adidas Originalsworld’s most iconic street-wear brandYOUTH:INK – Brand Engagement by Lets Intern
  2. 2. Talent | Youth MarketingEstablish street style fashion as an under-groundalternative culture in colleges by engaginginfluencers who echo the brand value.OBJECTIVE
  3. 3. Talent | Youth Marketing• 60 Influencers hired as brand ambassadors• Delhi, Mumbai, Bangalore and Chandigarh• Influencer profiles ( Age 18 -25 ). B-boys & B-girls. Graffiti pros. Skateboarders. DJ’s. Bloggers. Musicians. Beat-boxers. Photographers. Parkour enthusiasts. OriginalsAPPROACH
  4. 4. Talent | Youth Marketing• Leverage the letsintern.com database• In campus branding via posters• Leveraging LetsIntern social mediaSELECTION
  5. 5. Talent | Youth MarketingScreening Criteria:Originality (Based on lifestyle habits, originality demonstratedthrough college).Brand Knowledge (To understand how much knowledge dothe candidates have about the brand , the legacy it carries andthe culture associated with it.)Network (To understand how good the network of thepotential ambassadors is. Influencing ability - Sociallifestyle, no. of friends on FB)Brand fit (Communication skills – ability to talk about thebrand)
  6. 6. Talent | Youth MarketingColleges representedDelhi:• Hansraj• CBS• Miranda House• LSR• Amity• DU• KNC• Bhagat Singh• SNU• JMC• MAACMumbai:• Jai Hind• St Andrews• St Xaviers• MMK• Mithibai• National• SRM• Chandigarh Univ• DAV• Punjab TechBangalore:• Mt Carmel• BMLIT• Dayanandsagar• St. Josephs• MS Ramaiah• Christ• SAE Media• Krishtu• CMS• CMJ
  7. 7. Talent | Youth Marketing4%62%22%10%2%Originals Youth Ambassadors – Age bracket1718-2021-2223-2526+
  8. 8. Talent | Youth Marketing• To flaunt the brand on campus / youth hangouts• To build workshops and events around original talent insmall communities in and around adidas original stores• Create content for the brand• Drive engagement with brand through music gigs, storelaunches and discount vouchers• Drive GENUINE Social MediaPROGRAM
  9. 9. Talent | Youth Marketing
  10. 10. Talent | Youth Marketing
  11. 11. Talent | Youth MarketingPhoto-shoots-> social media
  12. 12. Talent | Youth MarketingORIGINALS VIDEOS ! (Made by Fans)Bangalore OriginalsVideo 1 | Video 2Mumbai OriginalsVideo 3 | Program VideoDelhi OriginalsVideo 4 | Video 5 | Video 6 | Video 7
  13. 13. Talent | Youth MarketingTaking Originals to their everydayawesome lives, to their friends
  14. 14. Talent | Youth MarketingSpreadingthe Culture
  15. 15. Talent | Youth Marketing
  16. 16. Talent | Youth MarketingAdoption
  17. 17. Talent | Youth MarketingThe more we gave, more we got
  18. 18. Talent | Youth MarketingTaking the brand inside colleges
  19. 19. Talent | Youth Marketing• Collaborations of student artists across cities to createmusic, art and sub culture waves.• Hundreds of genuine user postings with brandworkshops, images or user created content professing brandlove on social media• Successful music events, store launches & college festactivations.• And more…….*Confidentiality clauses restrict sharing more details of particular programRESULTS
  20. 20. Talent | Youth MarketingThanks!If you want to build a brand communityfor your brand.Get in touch..Salman Noor: salman.noor@letsintern.comPranay Swarup: pranay.swarup@letsintern.com

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