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Adidas
The New Drop
Task: Adidas want to test the drop model for their next release. Map out the complete sales funnel and design all supporting emails, ads, and assets required to execute a successful drop campaign.
For this project, I combined email and social media to bring the funnel to life so that we can effectively re-engaging customers who show interest but have not yet converted. Whenever I design visuals for a sales funnel, I focus on creating consistency throughout the journey - the ad needs to look like the email, the email needs to look like next email. I also make sure the product is featured in an attractive and memorable way. In this case, I used the colour palettes of the three different shoes being released instead of relying on standard brand colours. This approach helps build a subconscious connection for consumers as they move from social media ad to email to website.
Strategy
Behind the design
Question: How do we ensure success of the drop?
For a company like adidas, one of the most important factors is ensuring that people who receive emails or see ads for the drop have already engaged with the brand in some way. This could include liking a video, commenting, watching an ad for longer than a few seconds, clicking on an ad even if they do not sign up, or directly signing up for the drop. Adidas could also invite people from their existing email list to re-opt in for specific product drops. This approach creates a highly qualified audience, improves sales performance per email, and increases the efficiency of ad spend.
The second critical factor is controlling inventory levels for each drop. By releasing a limited quantity of products, adidas can create ongoing demand and maintain strong performance across multiple drop cycles. Limited stock helps ensure each drop sells out quickly, and the scarcity of both time and product availability generates ongoing hype. Visitors who arrive after a drop has sold out can be tracked and retargeted for future releases, continuously building a high-intent audience.
The third key factor is having a strong CRM system to support the entire process. A well-built CRM allows adidas to automate customer segmentation, behavioral triggers, and retargeting across email and paid media channels. This level of automation ensures that once the campaign is live, all customer journeys run seamlessly and efficiently. With a strong CRM in place, the brand can focus entirely on monitoring performance and optimizing in real time, rather than manually managing the campaign as it unfolds.
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