Experimenting With New Marketing Strategies: adidas x Celtra

At Celtra, one of our all-time ride-or-die clients has been adidas. Over the years, we’ve forged a long-lasting relationship with all the people who work with us and always relish the opportunity to catch up with them. This time, we had the chance to talk with Becca Hersh, Director of Paid Social, Display + Audiences for adidas North America. 

Becca has been with adidas for over 5 years and is responsible for the strategy, planning, and execution of performance marketing initiatives across their programmatic and paid social campaigns. Her main goal is to drive traffic and revenue outcomes for adidas e-commerce and retail properties, which she does with a little help from Celtra and the Creative Services team. To get a better understanding of how we work with adidas, we sat down with one of our long-term partners and Celtra users to explore and celebrate our continued partnership. 

Q: Let’s start with an easy question, which has been your favorite adidas campaign thus far?

Our holiday campaigns are our biggest priority each year and it is always very rewarding to look back on how much impact we drive for our business with each holiday season.

Creatives of variations and sizes built in Celtra for adidas by the Creative Services team. 

Q: Since introducing Celtra into your production workflows in 2019, how have your production workflow and outcomes changed?

Working with Celtra over the last four years has improved our creative production process in many ways. We’ve been able to leverage Celtra’s dynamic capabilities to build more sophisticated creative using a variety of signals. Creative trafficking timelines have improved as a result of Celtra’s automation tools and connections to our marketing platforms. Our global-to-local adjustments have been made easier as well.

Q: What made you decide to combine the use of Celtra’s platform with our Creative Services offering? What have been the benefits of using our services in addition to the product?

While we wanted our internal design team to learn to use Celtra, we have also found that it’s incredibly helpful to be able to rely on your Creative Services team for additional projects. We leverage their expertise for the more difficult/technical requests, as well as when our internal team doesn’t have the bandwidth to meet our needs. This has allowed us to maintain agility in our creative assets and move quickly when needed.

Q: One of the common types of campaigns for which you utilize Celtra’s Creative Services team is retail store locator campaigns that identify potential customers’ locations and lead them to a store. How did you come up with the idea for this type of campaign and what are its benefits?

When my team first started supporting our retail business with digital campaigns aimed at driving foot traffic, we were looking for a unique way to communicate with consumers about the locations of the stores we were supporting. After realizing we could embed a Google Maps view into our display ads via Celtra’s dynamic capabilities, we built an entire campaign strategy around showing the location of the store in proximity to the location of the user being served the ad. This has been so successful for us that we’ve used it for over 3 years now.

Display ads using location developed in Celtra by adidas with the help of our Creative Services team. 

Q: How has Celtra allowed you to innovate and experiment with new marketing strategies, and what results have you seen from these efforts?

Like the store locator example above, we’ve used Celtra’s tools to find engaging and relevant ways to communicate to our customers. One of our most impactful capabilities has been the decision tree functionality, allowing us to conduct variant testing, segment audiences, and optimize creatives based on the signals we are receiving from our consumers. We also use it to manage campaign calendars by serving different creatives depending on our business priorities at the time. 

Q: Have Celtra’s Creative Services positively impacted your overall business performance and growth?

Absolutely. We’ve built a strong partnership over the last four years and I am confident that this will continue well into the future.

If you want to learn more about our platform and how your business can benefit from it, book a demo. If you’d like to check out what else our Creative Services can offer you, visit the dedicated landing page on our website.