Adidas

The Objective

Adidas, a global fashion retailer, partnered with TikTok to highlight its partnership with basketball superstar Candace Parker and make an impression with millennial users that they can overcome any obstacle through the 'Impossible' brand campaign. To deliver the message, Adidas wanted to ensure that the content surrounding its creative was suitable for the brand, without sacrificing scale or performance.

The Solution

Adidas ran a brand auction campaign focusing on In-feed Ads with Video Views as the core objective. Adidas targeted both male and female audiences, ages 18 - 34, who are interested in sports.

It was very important for Adidas to run within an environment suitable for the brand, so they utilized the TikTok Inventory Filter solution. Built on machine-learning technology, the TikTok Inventory Filter classifies video, text, audio and more based on the level of risk. The categories within the filter are also aligned with the GARM Brand Safety and Suitability Framework. This allows advertisers like Adidas to make decisions about which kind of inventory they'd like to run adjacent to, in turn better protecting their brand reputation.

To gather powerful insights into brand safety and suitability, Adidas and TikTok partnered with Zefr to measure the media effectiveness throughout the campaign. Zefr is a third-party Brand Safety & Suitability company, that uses cognition AI data architecture to drive more accurate and transparent video campaigns. Zefr measurement is directly aligned with all 44 GARM and IAB Categories across 53 languages.

The Results

The campaign delivered over 57 million impressions to promote the brand's partnership with Candace Parker and the Impossible Brand Campaign. More importantly, Adidas achieved a 99.9% Brand Safety and 99.9% Brand Suitability rate, ensuring that its ads ran against brand-suitable content on TikTok.