Letsintern.com helped Adidas Originals build a marketing campaign in the in India that was targeted at college students in the top target cities. Adidas hired 60 brand ambassadors from the Letsintern database of students in the top colleges in Delhi, Mumbai, Bangalore and Chandigarh.

1. Talent | Youth Marketing
CHOICE LIFESTYLE
PASSION
STYLE
EXPRESSION FEARLESSNESS
RAW INDIVIDUAL
FRESHNESS
HUNGER
CURIOSITY CHANGE LIFE
TRUTH
MUSIC
CASE STUDY
Client : adidas Originals
world’s most iconic street-wear brand
YOUTH:INK – Brand Engagement by Lets Intern

2. Talent | Youth Marketing
Establish street style fashion as an under-ground
alternative culture in colleges by engaging
influencers who echo the brand value.
OBJECTIVE

3. Talent | Youth Marketing
• 60 Influencers hired as brand ambassadors
• Delhi, Mumbai, Bangalore and Chandigarh
• Influencer profiles ( Age 18 -25 )
. B-boys & B-girls
. Graffiti pros
. Skateboarders
. DJ’s
. Bloggers
. Musicians
. Beat-boxers
. Photographers
. Parkour enthusiasts
. Originals
APPROACH

4. Talent | Youth Marketing
• Leverage the letsintern.com database
• In campus branding via posters
• Leveraging LetsIntern social media
SELECTION

5. Talent | Youth Marketing
Screening Criteria:
Originality (Based on lifestyle habits, originality demonstrated
through college).
Brand Knowledge (To understand how much knowledge do
the candidates have about the brand , the legacy it carries and
the culture associated with it.)
Network (To understand how good the network of the
potential ambassadors is. Influencing ability - Social
lifestyle, no. of friends on FB)
Brand fit (Communication skills – ability to talk about the
brand)

6. Talent | Youth Marketing
Colleges represented
Delhi:
• Hansraj
• CBS
• Miranda House
• LSR
• Amity
• DU
• KNC
• Bhagat Singh
• SNU
• JMC
• MAAC
Mumbai:
• Jai Hind
• St Andrews
• St Xaviers
• MMK
• Mithibai
• National
• SRM
• Chandigarh Univ
• DAV
• Punjab Tech
Bangalore:
• Mt Carmel
• BMLIT
• Dayanandsagar
• St. Josephs
• MS Ramaiah
• Christ
• SAE Media
• Krishtu
• CMS
• CMJ

7. Talent | Youth Marketing
4%
62%
22%
10%
2%
Originals Youth Ambassadors – Age bracket
17
18-20
21-22
23-25
26+

8. Talent | Youth Marketing
• To flaunt the brand on campus / youth hangouts
• To build workshops and events around original talent in
small communities in and around adidas original stores
• Create content for the brand
• Drive engagement with brand through music gigs, store
launches and discount vouchers
• Drive GENUINE Social Media
PROGRAM

9. Talent | Youth Marketing

10. Talent | Youth Marketing

11. Talent | Youth Marketing
Photo-shoots
-> social media

12. Talent | Youth Marketing
ORIGINALS VIDEOS ! (Made by Fans)
Bangalore Originals
Video 1 | Video 2
Mumbai Originals
Video 3 | Program Video
Delhi Originals
Video 4 | Video 5 | Video 6 | Video 7

13. Talent | Youth Marketing
Taking Originals to their everyday
awesome lives, to their friends

14. Talent | Youth Marketing
Spreading
the Culture

15. Talent | Youth Marketing

16. Talent | Youth Marketing
Adoption

17. Talent | Youth Marketing
The more we gave, more we got

18. Talent | Youth Marketing
Taking the brand inside colleges

19. Talent | Youth Marketing
• Collaborations of student artists across cities to create
music, art and sub culture waves.
• Hundreds of genuine user postings with brand
workshops, images or user created content professing brand
love on social media
• Successful music events, store launches & college fest
activations.
• And more…….
*Confidentiality clauses restrict sharing more details of particular program
RESULTS

20. Talent | Youth Marketing
Thanks!
If you want to build a brand community
for your brand.
Get in touch..
Salman Noor: salman.noor@letsintern.com
Pranay Swarup: pranay.swarup@letsintern.com