COTY
ADIDAS VIBES
A new fragrance in a crowded market needs more than a nice bottle.
It needs a vibe.
THE CHALLENGE
Adidas, in collaboration with Coty, was launching the Adidas Vibes 1.0 fragrance in the UK, targeting a youthful, energetic audience that aligns with the brand's legacy in sports, fitness and urban culture. But breaking into a crowded fragrance market and making Vibes 1.0 front of mind for consumers posed a significant challenge. The goal was to build awareness, drive engagement and direct potential customers to key retail partner Superdrug.
THE APPROACH
We designed a creator-led campaign combining paid partnerships with gifted seeding to generate buzz and position Vibes 1.0 as a must-have fragrance. From a pool of 500 influencers sourced and submitted, we strategically selected those most aligned with the brand's values and campaign objectives across three key categories: sports and fitness, lifestyle, and culture.
Ten paid influencers created high-quality, disruptive content with strong brand storytelling, while 134 micro-influencers received gifted products to amplify word-of-mouth and organic reach. Every asset was built for the feed but grounded in the brand, with content formats spanning dynamic video storytelling, GRWM clips, fitness integrations and street-style photography to bring the Vibes 1.0 identity to life across Instagram and TikTok.
By extending the reach of the highest-performing creator content through paid amplification, we ensured the campaign connected with audiences at scale while maintaining the authenticity that makes influencer content work.
THE IMPACT
The campaign successfully immersed Adidas Vibes into consumer culture, generating multiple content streams that felt native to each platform and creator. The combination of paid and gifted activity drove strong awareness and product consideration among the target audience, moving consumers from discovery on social, to purchase at Superdrug. By grounding the launch in creator-led storytelling rather than traditional advertising, the campaign positioned Vibes 1.0 as a culturally relevant fragrance with genuine connection to the communities it was designed for.
66
seeded influencers posting
858K
reach through seeded influencer content
10
paid partners creating bespoke content