Brand drop, instant bop. If you’ve ever been lured by the exclusive appeal of the “drop“, don’t expect the phenomenon to go anywhere soon. Brands are adopting the drop left and right. But there’s more to the drop than creating anticipation; here’s how sneaker savant Adidas did up its drop game through digital tactics.

For its March 2018 release of the Deerupt sneaker, Adidas upped the ante. To start with, the brand designed the Deerupt with Instagram in mind—the shoe features a silhouette optimized for the toe-down photos popularly used by sneakerhead influencers. Ahead of the release, Adidas unveiled a mobile-first virtual unboxing site that depicts the shoe emerging from a box in an interactive rendering complete with 360-degree views as observed in Gartner L2’s Digital IQ Index: Activewear. In this way, the brand treated the microsite release as a product drop in and of itself. Leading up to the actual site launch, it mailed branded shoeboxes to Kendall Jenner and sneakerhead influencers that contained QR codes linking to the site. Over the ensuing week, the influencers posted to their social media handles with #deerupt, resulting in a spike in searches for the term “adidas deerupt” on both Google and YouTube.

This innovative multi-channel marketing effort dovetails nicely with Adidas’ overall digital strategy, which heavily emphasizes product launches. For example, specific product landing pages account for a third of page views on the Adidas site and the brand’s product-launch content in email campaigns and on Instagram outperformed its other content. Instagram posts mentioning the popular Ultraboost shoe in the week prior to the product drop garnered 20% higher engagement than the brand’s average post, while pre-release emails mentioning the product in the subject line contributed to a 25% open rate lift.

Product-focused content and a digital flair can take a drop to new heights. Brands looking to keep consumers captivated should look to Adidas on how to make the most of the method.

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