Background
Adidas’ traffic growth had plateaued, with mid-funnel consideration efficiency becoming a key constraint. These limitations restricted adidas’ ability to scale incremental performance, requiring a new growth lever to secure 11.11 as the biggest month of 2025.
Key strategy
Ripples positioned Consideration Ads as the primary growth engine, executing structured A/B testing across objectives, creatives, and audience segments. The strategy focused on activating high-intent consideration audiences with strong commercial messaging, balancing brand reinforcement with promotional urgency to unlock scalable demand.
Content, affiliates & media
While adidas’ traffic growth had stabilized at a strong base, improving mid-funnel consideration efficiency became the key lever to unlock scalable growth.
