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adidas Case study

Video Ads Help adidas Reach Gen Z Users in Real Time

Retail: Sports
Leo Messi playing fussball




Video completion rate


People reached


About the client

adidas is a global sports brand that has helped athletes set performance records for a century, as well as setting the footwear and apparel trends of the modern age. It employs over 50,000 people around the world and is the proud sponsor of sports events, teams, and individual athletes.

MediaCom is one of the world’s leading media agencies and a member of the WPP marketing communications services group. In 2020, MediaCom was crowned Global Media Network of the Year by Eurobest and Festival of Media Global. Its vast global client roster includes adidas, one of the most iconic sports brands on the planet.

What they say about us

“Making a campaign for a major sports event is all about grabbing the moment and creating something that will stand out during a time of intense competition. The RTB House team helped us create a campaign that spoke to a younger audience with immediacy, showing them engaging content that really reflected the spirit of both the adidas brand and the FIFA World Cup.”

Wojciech Zabost

Communications Consultant at Mediacom


The challenge

When running an adidas awareness campaign connected to the FIFA World Cup in Qatar, Mediacom reached out to RTB House because of our previous successes with the adidas brand and the quality of our dedicated creatives. They wanted to reach Gen Z users, as well as people aged 25-34 who were interested in football.

adidas set ambitious reach, viewability, and video completion rate (VCR) targets for the campaign, but was also focused on the quality of the traffic, making sure that ads reached relevant users. The campaign would feature unique creatives that would change to reflect the tournament in real time. The challenge for RTB House was to meet all these three goals for the three-stripe brand, delivering changing creatives to a dedicated target group, while achieving campaign KPIs–all during the highly competitive Q4 holiday period.


The solution

The campaign was dedicated to the Polish market and used creatives that tapped into the sense of anticipation before matches and the emotions after. Creatives prepared by the in-house team at RTB House featured live countdowns to upcoming games, while the rich media content of banners also changed depending on the result of games. This made the ads a part of the whole fan experience of the World Cup. RTB House used contextual, behavioral, and keyword targeting– powered by Deep Learning algorithms–to reach high-quality users from the two specific target groups. Ongoing support from the team and technological automation then provided continuous optimization of results throughout the campaign.


The result

The campaign hit the target, reaching over 1.8 million people and delivering on the KPIs. The video creatives had a viewability rate of 88% and a stunning 76% video completion rate. In a period of intense competition, reaching such a high number of people in a narrow target group was a big win for the team of RTB House and Mediacom, proving the effectiveness of the strategy and the chosen solution. These results were powered by proprietary technology that was able to assess the interest of each user and engage them with the adidas brand at just the right moment.


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