In one of WeTransfer’s most innovative campaigns of 2022, we created a punchy new video format to drive high-impact awareness of the adidas x Gucci brand film in six markets.
A visually-impactful and comprehensive collaboration, the collection is an energetic high-fashion-meets-sportswear union. Inviting our engaged audience to connect with the campaign in a memorable way, an exclusive interaction on hover was introduced to push sustained attention. This new innovation allowed people to preview brand content in separate panels before launching the film on our full-screen display.
Designed by Gucci Creative Director Alessandro Michele, the collection is a spectrum of sports-inspired pieces from the 1970s—a colorful compendium of high fashion with the three stripes logo as a running visual motif.
With a strong product focus, the nature of the campaign was to highlight the collections unique aesthetic while driving media performance. Showing significant lift across all markets, the Brand Lift Study results indicated extremely strong qualitative outcomes for the campaign, especially in Italy where awareness was almost a whole 100.
The beautiful functionality of the interaction on hover encouraged the user to play with the campaign. Exploring each panel while bringing the content to life supported a collection exploration that felt new and distinctive. This use of hover interaction combined with video maximized awareness and plays of the hero film, driving a video click rate that performed very well against global benchmarks.
Qualitative metrics falling well above benchmark for CTR across all markets
Moat interaction rate +411% higher than benchmark
A video play rate of 15%, +10% above the set benchmark
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