Adidas uses sequencing to move customers from awareness to consideration

Challenge

For the launch of their new Nemeziz soccer shoe, Adidas wanted to move their target audience along a planned sequence of ads in a shorter amount of time.

Approach

GOALS: CONSIDERATION

Adidas created different sequential video paths for viewers who watched or skipped their initial product-focused ad. Viewers who most engaged with their message – those who watched both the initial bumper ad and the longer hero video – were then served an ad that took a deeper look at the product itself.

Products used

TrueView video ads
Bumper ads
Video ad sequencing