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adidas Training TikTok Creator

Campaign Brief - 02/10/23

CREATOR CAMPAIGN BRIEF

• When completing the brief, please indicate what is a requirement vs. a “nice to
have.”
BRAND & PRODUCT INFORMATION

BRAND NAME & BACKGROUND


INFO STORIES, STYLES AND
○ Brand values SPORTSWEAR AT ADIDAS, SINCE
○ Tone of voice 1949
○ Any relevant history/unique Sport keeps us fit. Keeps you mindful. Brings us
information we should know together. Through sport we have the power to
change lives. Whether it is through stories of inspiring
athletes. Helping you to get up and get moving.
Sportswear featuring the latest technologies, to up your
performance. Beat your PB. adidas offers a home to
the runner, the basketball player, the soccer kid, the
fitness enthusiast. The weekend hiker that loves to
escape the city. The yoga teacher that spreads the
moves. The 3-Stripes are seen in the music scene. On
stage, at festivals. Our sports clothing keeps you
focused before that whistle blows. During the race. And
at the finish lines. We’re here to support creators.
Improve their game. Their lives. And change the world.

adidas is about more than sportswear and workout


clothes. We partner with the best in the industry to co-
create. This way we offer our fans the sports apparel
and style that match their athletic needs, while keeping
sustainability in mind. We’re here to support creators.
Improve their game. Create change. And we think
about the impact we have on our world.
TONE: rebellious optimism

PRODUCT NAME & DESCRIPTION Campaign Name: adidas Bras & Leggings
Description:
Our updated bra and leggings portfolio gives each and
every individual woman the support they need to
move and grow without restrictions.
It's designed to be inclusive of everyone, supporting
every body size, style, every type of activity in their life
and all the ways their bodies move. In SS22, we set an
industry benchmark by being brutally honest about the
effects of ill-fitting workout gear on women’s bodies.
We showed the world how we rebuilt our bra
collection from the ground up to offer women the
support they need.
In SS23, we want to go further than raising awareness
– we want to create real value and meaning, and build
lasting engagement.
We want to spotlight our continuing innovation into
bras and leggings, drive deeper conversations around
bodies in sport, and show everyone that they’re
included, welcome, and supported

CAMPAIGN TYPE ○ Contest, Education


○ Education ○ Other: Training Challenge.  Fitness influencers
○ Unboxing to showcase a workout / training exercise and
encourage their audience to duet their video to
○ Entertainment
try it as well.
○ Sales/Conversions
○ Other (please elaborate)

CAMPAIGN OBJECTIVE KPIs:

○ Goals REACH

○ KPI’s ENGAGEMENT

○ Any known barriers to overcome MESSAGE ASSOCIATION

Create awareness for our most sustainable,versatile


and comfortable bras & LEGGINGS offer so far,
to increase share of search and further position adidas
as THE credible fitness brand for gen Z through
authentic storytelling. 
Drive brand perceptions of inclusivity and credibility
through adidas’ updated, high tech and inclusively
sized bras and leggings product collection.
Drive engagement with the content and the brand via
duets
Drive Conversion (sales and desire) of our bra &
leggings offer by educating them on product Benefits
in an intuitive and brutally honest way through real life
training (yoga, HIIT, Pilates, Weight Training) activities
and challenging the audience to participate in the
same way

CAMPAIGN FLIGHT As soon as we can launch x at least 4 weeks. All


○ Beginning & end content needs to launch at the same time

○ When is the final asset due?


○ Does all content need to launch
at the same time?

EXCLUSIVITY Note: Exclusivity is not a standard deal term and will


incur additional charges and delays.
○ Is exclusivity a requirement?
No exclusivity
○ Please indicate the type of
exclusivity you need & the
timeframe

CONTENT USAGE Note: This will require additional fees and time.

○ How will the content be used on There will be 6 weeks of paid media
TikTok? (i.e. will the brand
promote content from the creator's
handle)?

○ Does the brand plan to re-post


the content on other platforms?

○ How many days / weeks will


there be paid media?
CREATOR CONTENT

CREATIVE GUIDELINES Key messages to consider:


a. CONTENT INSTRUCTIONS  This is a duet challenge where the creator will
(Provide an overview of what the encourage their audience to duet them doing a
creator should cover in their video and workout move wearing the adidas new bras
how your brand should be incorporated and leggings collection. The creator will then
authentically). choose the best duet to win a 12 month free
b. INTRO premium pass for the adidas Training app
(Is there an opening scene or message  Creator will need to quickly intro the adidas
that's essential to the campaign? if not, Training app: an app that helps you WORK OUT.
it's recommended to ask creators for a BUILD STRENGTH. STAY ACTIVE & BE HEALTHY.
hook that works well in their style). You can select muscle groups in the app and
c. RESOLUTION / CALL TO create your own workout that fits your
ACTION schedule. Join challenges: compare your
(Detail call to action instructions such activity to others and push yourself in new
as a promo code, limited time deal, ways. Workout anywhere, anytiime with expert
item back in stock, guidance and workout plans for every level.
sweepstakes/contest etc).  Express yourself with every workout with
d. EXAMPLE CONTENT adidas bras & leggings.
(Consider including examples of  KEY MESSAGING: be supported. be you.
successful content from creators you  adidas’ newest bra and leggings’ chapter caters
have worked with to help illustrate best to even more workout needs across Studio, All
practices. You can also link to any Gym, HIIT and Running. From four-way
relevant trends you would like to lean material stretch and recovery, to full
into).
adjustability, increased support structures, and
airflow management, the SS23 Bra & Leggings
collection is available in inclusive sizing and has
been crafted to ensure more women athletes
can experience sport to its full potential.
 Depending on the products each
creator/influencer will receive, we will provide
key product details to be incorporated into the
key messaging. ( i.e. for HIIT Leggings: Slip-
proof, four-way stretch and a held-in support
that moves with your body even in your
hardest workouts.
 CTA example: Duet me and see if you can do
this training move (ie. HIIT, YOGA, PILATES,
STRENGHT) I’ll be picking the best Duet to win
a 12 month premium membership to the
adidas Training app. You can also shop new
bras and leggings from adidas.ca so you can be
supported and be you during your workout
 NOTE: the adidas Training app should be
secondary to the main messaging. Primary
content should be about the apparel and how it
feels doing the workout move they’ve chosen
as a challenge

TIKTOK CREATIVE TOOLS Note: Sounds (including the Commercial Music


Library) cannot be used off the TikTok platform without
a. SOUND & VOICEOVER
proper licensing.
(Please choose your sound option
Note: The text to speech feature is not approved for
below):
branded content.
○ We have a licensed or custom
track for this campaign and the
name and link to the clip are If you’re using a VO, make sure no music is playing in
included here the background and minimize any background noise.
*Licensed or custom music tracks are (Using the in-app music from commercial sound
needed for ingestion at least one week libraries are best.)
before creators start filming.

○ Custom/Licensed music is not


being provided. Creators should
leverage the royalty-free
Commercial Music Library here).
*Pro Tip: Performance lmay improve if
creators speak vs. only using text and
music. Detail key messages for
creators to use when advocating).
2. TEXT OVERLAY INSTRUCTIONS
(Highlight examples that have worked
previously, or ask the creator to include
the text they plan to overlay).
3. OTHER TIKTOK EFFECTS
(Please include any other effects from
the TikTok Effects library that you
would like the creators to use in their
videos).

PRODUCTION Note: If you are using the front facing camera, then
please use the INVERTED filter so the product text is
a. PRODUCT TRIAL & PREP
not reversed. If you are in selfie mode, then you will
(Detail any prep work the creator not.
should do with the product to ensure an
authentic fit).
PRODUCT WILL BE SHIPPED DIRECTLY TO THE
b. PRODUCT LOGISTICS CREATOR. WE WILL NEED SHIPPING ADDRESS;
(Is the product being shipped to BRA SIZING (CUP SIZE AND ALPHA SIZE, I.E. 38C
creators or do they need to purchase & MEDIUM); LEGGING SIZE (XS-XL; 1X-3X), SHOE
it? SIZE (U.S. SIZING).

Does the product need to be returned)?

c. PRODUCT INSTRUCTIONS &


DISPLAY
(Include stages of the product
experience that should be included -
i.e. unboxing instructions, live tutorial &
review, or any product instructions for
the viewer).
4. PRODUCT SHOTS AND LIGHTING
(Please include any specific product
shots you would like the creator to
include).
Pro Tip: Always use vertical videos that
adopt the optimal aspect ratio (9:16 )
and prioritize filming with bright, natural
light when possible.

CONTENT MANDATORIES Note: There cannot be any uncleared third party


intellectual property in a creator’s video including,
a. LEGAL REQUIREMENTS
without limitation, third party trademarks, brand logos,
(Are there any legal watch-outs that the or recognizable landmarks/other branding.
creator should be aware of)?
Note: Videos cannot exceed 60 seconds.
b. GENERAL DO’S AND DON’TS
(e.g.. What should creators not wear or
1. Don’t feature any other people or recognizable
say? Any colors to avoid)?
faces in the video content. This content should be
c. ASSET REQUIREMENTS about you and your training life.
(Video Length & Spec Size). 2. Avoid showing any other brands, names, logos –
Pro Tip: Half of the total lift is captured for example, shop names, cars, flags, kit logos, and
in the first 3.5 seconds for ad recall and leagues.
in the first 5.5 seconds for awareness. 3. If you’re using a VO, make sure no music is playing
Longer video viewing time brings in in the background and minimize any background
higher lift, but reaches a smaller noise. (Using the in-app music from commercial
audience population).
sound libraries are best.)
d. POSTING REQUIREMENTS 4. Keep the backgrounds of your videos generic. If
(Should the comments section be you’re at home, make sure there’s no recognizable
turned off? If comments are allowed, artwork or photography in the background.
please provide the creator with the 5. Keep backgrounds generic and don’t feature any
guidelines / talking points on how to iconic buildings, skylines, graffiti, murals or
respond to comments).
artworks prominent / visible. Unrecognizable
graffiti in background is okay.
6. Don’t wear any other branded apparel, footwear or
accessories. If you wear jewelry, make sure it’s not
recognizable as a designer piece.
7. The new Bras & Leggings collection story is all
about being free to be yourself. We’d love you to
weave the campaign line ‘be supported. be you.’
into your content if you can, but of course – keep
copy and captions authentic to what you usually
post.

AD CAPTION Note: We've recently changed our ad policy, so when


posting a sponsored video, please remove the #ad in
(What does the video caption need to the caption as the toggle will add #ad
contain? What are the mandatory automatically.During go-live, the Creator must turn on
hashtags and tags)? the Branded Content Toggle and must always follow
TikTok’s Branded Content Policy.

Please use #BESUPPORTEDBEYOU and


#CREATEDWITHADIDAS

CREATOR PERSONA

CREATIVE ATTRIBUTES Real, confident, positive


What are the key creative attributes you
are searching for in the creator? (i.e.
Dancer, Entertainer, Comedy, etc)

CREATOR POSITIVE EXAMPLES & Female creator in any stage of their fitness journey and
PAST CREATOR PARTNERSHIPS leads a healthy lifestyle. Positive, brand safe.
Share at least 3 examples of creators
that you want to work alongside/ have
already represented the brand in a
positive way

LEGAL/ BRAND CALLOUTS No contracts with competitor brands; aligns with brand
Is there anything in terms that should values
be legally known?( I.E creators that
haven’t worked with a competitor brand
and do not participate in partying)

AD POLICY CHECKLIST
(Please review TikTok’s full Branded Content Guidelines here)

○ Use Vertical Full Screen Video (Do not use horizontal videos, frames, or covers. Always
use vertical videos that adopt the optimal aspect ratio (9:16). Allow the content to take up the
full screen to deliver an immersive experience.)

○ No Alcohol & Drugs (Do not use imagery of alcohol and drugs in the content, as the
video will not be approved).

○ Other Brand Logos, & Iconic Imagery/Places (Do not use imagery of brand logos
(which are not the contracted campaign advertiser). Also, unless you have specific licensing,
do not use imagery of iconic places/ imagery (i.e. Eiffel Tower(.

○ Don’t Overlap (Do not place any text, logos, or key messages on areas where buttons,
username, and caption may appear. You can review creative safe zones for each ad type
here.)

○ Use High Resolution Only (Do not use videos with rendering quality that falls below 540
x 960 pixels)

○ Balance Colors (Do not use colors that are either too dark or too bright. Avoid using
effects that may cause visual discomfort, i.e. flashing lights.)

○ Show The Brand As-Is (Do not reverse, flip, or mirror your video to cause text, product,
brand name or logo to be presented incorrectly.)

○ Inspire Through Imagery (Do not start the video with a pure logo. If necessary, only use
a pure logo for less than 2 seconds at the end.)

○ Don’t Use TikTok Watermarks (Ensure that there's no TikTok watermark on the original
video. If there is, the video will not be approved.)

○ Create for Sound On (Do not use harsh, disruptive noises, such as explosion blasts and
screams.)

○ Engage with Sound (Do not purely broadcast. Make sure the promotion is clear, but
avoid repetition more than twice in a row).

○ Use High-Quality Creative (Do not use low-quality creative such as carousel pictures of
GIFs.)

○ Don’t Mislead with Visuals (Do not use misleading visuals such as stop/play buttons,
incoming call screens, text messages, prize draws, etc.)

○ Don’t Show Contact Info such as QR codes, barcodes, contact numbers, and
addresses

○ Keep Content Comfortable (Do not use inappropriate content. Abide by TikTok
advertising policies.)

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