MISBEHAVE CAMPAIGN PROPOSAL
The goal of this project was to create an engagement marketing event for an existing brand. Then to create an integrated marketing campaign promoting this event with a unified customer experience across media channels.
This project involved heavy research into the market space and the existing brand identity. Based on that research, I developed a marketing strategy that aimed to differentiate it within the market by turning what could be seen as a weakness into a strength. Adidas's secondary position in the market of sportswear, behind Nike, makes it the underdog, disruptor as opposed to the establishment top-dog. I applied this new strategy into a campaign that had exclusive limited edition streetwear designs only available at pop up stores, a snapchat filter and an online ARG puzzle that revealed the location of pop up stores.