Ольга Живечкова. Кейс "Adidas Россия": наглядное пособие, что можно сделать с брэндом в соц.сетях
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Ольга Живечкова. Кейс "Adidas Россия": наглядное пособие, что можно сделать с брэндом в соц.сетях

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Ольга Живечкова. Кейс "Adidas Россия": наглядное пособие, что можно сделать с брэндом в соц.сетях Ольга Живечкова. Кейс "Adidas Россия": наглядное пособие, что можно сделать с брэндом в соц.сетях Presentation Transcript

  • NLOMARKETING brandlove adidas.vkontakte.ru Brand «adidas Performance» Zhivechkova Olga (NLO Marketing/Digital Bar)
  • NLONLO introMARKETINGMARKETINGDIGITALAGENCY Interactive digital Attracting and retaining HELPS: interactive instruments - to hold audience attention by entertaining, social media - to increase constantly contact duration. interactive instruments
  • NLO introMARKETINGDIGITALAGENCY digital is future goals Goals in jan 2010: – to cover TA: selected by client, M+F, Russia, related to the sports, – to build the main digital communication platform, – to support global and local digital advertising campaigns. Global experience: facebook (minor audience in Russia) 87% TA in digital more than 83% TA in social media (TNS) View slide
  • NLOMARKETINGDIGITALAGENCY TA in social media Main digital platform choice Monthly Reach, Russia 12-54, mln 25 83% of our target audience using 20,2 vkontakte.ru 20,8 Reach, Russia TA, % of all audience 7,5 vkontakte.ru 83% 1,7 0,5 My World (from mail.ru) 52% 0 5 10 15 20 25 30 odnoklassniki.ru 48% Facebook 31% Vkontakte.ru is leading social network in Russia. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% View slide
  • NLO ContentMARKETINGDIGITALAGENCY adidas.vkontakte.ru 1 Digital communication platform content adidas Sport Vkontakte group communication
  • NLO ContestsMARKETINGDIGITALAGENCY adidas.vkontakte.ru 2 Digital communication platform contests content adidas Sport Vkontakte group communication
  • NLO Product testsMARKETINGDIGITALAGENCY adidas.vkontakte.ru 3 Digital communication platform contests content reality show adidas Sport Vkontakte group communication
  • NLO Product infoMARKETINGDIGITALAGENCY adidas.vkontakte.ru 4 Digital communication platform contests content reality show adidas Sport Vkontakte group product info communication
  • NLO CommunicationMARKETINGDIGITALAGENCY adidas.vkontakte.ru 5 Digital communication platform contests content reality show adidas Sport Q&A Vkontakte group product info communication
  • NLO Social applicationsMARKETINGDIGITALAGENCY adidas.vkontakte.ru 6 Digital communication platform contests content reality show adidas Sport Q&A Vkontakte group product info communication Vkontakte applications fun & games services
  • NLO InvolvementMARKETINGDIGITALAGENCY adidas.vkontakte.ru 7 Digital communication platform Events contests Involvement content reality show adidas Sport Q&A Vkontakte group product info communication Vkontakte applications fun & games services segmenting
  • NLO new areaMARKETINGDIGITALAGENCY adidas.vkontakte.ru 8 Digital communication platform Events contests Involvement content reality show adidas Sport Q&A Vkontakte group Special projects product info communication new area Vkontakte applications fun & games services segmenting
  • NLO Fast communicationMARKETINGDIGITALAGENCY adidas.vkontakte.ru 9 Digital communication platform Events contests Involvement Twitter fast communication content reality show adidas Sport Q&A Vkontakte group Special projects product info communication new area Vkontakte applications fun & games services segmenting
  • NLO To be closerMARKETINGDIGITALAGENCY adidas.vkontakte.ru 10 Digital communication platform Events contests Involvement Twitter fast communication content reality show adidas Sport Q&A Vkontakte group Special projects Mobile product info communication new area To be closer Vkontakte applications fun & games services segmenting
  • NLO PromotionMARKETINGDIGITALAGENCY adidas.vkontakte.ru 11 Digital communication platform contests content reality showadidas.com/ru adidas Sport Q&A Retail support Vkontakte group product info communicationSocial adsPromotion Vkontakte applicationsMedia ads fun & gamesPromotion services segmenting
  • casesNLOMARKETINGDIGITALAGENCY advertising campaigns adidas.vkontakte.ru platform we have successfully conducted 15 brand advertising campaigns on the adidas.vkontakte.ru platdorm: women training Igor Akinfeev football boots F50
  • casesNLOMARKETINGDIGITALAGENCY advertising campaigns adidas.vkontakte.ru platform we have successfully conducted 15 brand advertising campaigns on the adidas.vkontakte.ru: running Challenge World Cup Street Basket
  • casesNLOMARKETINGDIGITALAGENCY advertising campaigns adidas.vkontakte.ru platform we have successfully conducted 15 brand advertising campaigns on the adidas.vkontakte.ru: Russian National Team Ballet adiZero
  • NLOMARKETINGDIGITALAGENCYadidas.vkontakte.ruExamplesBALLET
  • NLO MARKETING DIGITAL AGENCYadidas.vkontakte.ruExamplesadizero
  • NLO MARKETING DIGITAL AGENCYadidas.vkontakte.ruExamplesall in
  • NLOMARKETINGDIGITALAGENCYadidas.vkontakte.ruExamplesall in Predator
  • NLOMARKETINGDIGITALAGENCYadidas.vkontakte.ruExamplesall in Women
  • NLOMARKETINGDIGITALAGENCYthe group nowadidas.vkontakte.ruwe’ve created a community quick-update system for a newadvertising campaignsF50 micoach
  • NLOMARKETINGDIGITALAGENCY adidas.vkontakte.ru Examples
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Applications are important part of the group communication and gather additional audience around it. –Competition –Entertaining (fun) –Useful avatar creation
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Women training An opportunity to home training from adidas expert. New training every week (course of 2 month). Passing each training gives scores > exchange for prizes.
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Create an avatar update Tool for creating an avatar from photo of Russian National Team fan. * fan equipment by adidas
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Football quiz Forecast contest on the World Cup 2010 matches outcomes in South Africa. adidas players and teams actions forecasts.
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Check-in Service application for check-in adidas event participants.
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Outdoor Service application for creation and searching tourist routes.
  • NLOMARKETINGDIGITALAGENCY applications adidas.vkontakte.ru platform Predator Fun application. Get tested and find out your impact force.
  • NLOMARKETINGDIGITALAGENCY contests adidas.vkontakte.ru platform Contests used to attract new audience and increase activity within the community. Contest is organized around advertising campaign newsbreak or around the main product. Example. Football boots F50 (weigh 165 grams). «Take a photo of an object that weighs the same as the new F50»
  • NLOMARKETINGDIGITALAGENCY product info adidas.vkontakte.ru platform adidas products presentation in the brand-community: – Catalogues (updates), – Products pages, – Stores contacts,
  • NLOMARKETINGDIGITALAGENCY community content adidas.vkontakte.ru platform – Community internal pages (useful, interesting content), World Cup lookbook
  • NLOMARKETINGDIGITALAGENCY community content adidas.vkontakte.ru platform – Promo-materials (photo/video),
  • NLOMARKETINGDIGITALAGENCY community content adidas.vkontakte.ru platform – User-generated content.
  • NLOMARKETINGDIGITALAGENCY reality show - Challenge adidas.vkontakte.ru platform Reality Show can be used to draw attention to the new products. For miCoach challenge we selected 2 groups of people: 1) Who did never run before and for whom 8 km was a real challenge. 2) Who are frequent runner. During 1,5 months participants were training and preparing using adidas equipment. They made reports about their trainings and had regular meetings. All participants from group1 completed the full course and successfully ran the Challenge.
  • NLOMARKETINGDIGITALAGENCY reality show - Challenge adidas.vkontakte.ru platform
  • NLOMARKETINGDIGITALAGENCY reality show - Challenge adidas.vkontakte.ru platform
  • NLOMARKETINGDIGITALAGENCY events (digital + offline) adidas.vkontakte.ru platform Community is real. It should have offline support. adidas.vkontakte.ru: – Sports tournaments organization, – Matches of bloggers vs Vkontakte group, – Photocall of National Team fans, – Test-drives of new boots and equipment , – Meetings with sport celebrities, – Bloggers and press events.
  • NLOMARKETINGDIGITALAGENCY events (digital + offline) adidas.vkontakte.ru platform Fans shooting adidas StreetBasket Cup NEXT
  • NLOMARKETINGDIGITALAGENCY events (digital + offline) adidas.vkontakte.ru platform School football tournament in Moscow and Saint-Petersburg For adidas.vkontakte.ru participants only
  • NLOMARKETINGDIGITALAGENCY events (digital + offline) adidas.vkontakte.ru platform adidas Predator test-drive for group participants: Secret meeting with Dwight Howard
  • NLOMARKETINGDIGITALAGENCY events (digital + offline) adidas.vkontakte.ru platform adidas F50 test drive event for press & bloggers
  • NLOMARKETINGDIGITALAGENCY twitter.com/adidasRU adidas.vkontakte.ru platform Communication platform twitter.com/adidasRU: – live conversation , – insights, – live reports from adidas events, – breaking news, – contests, – advertising campaigns coverage.
  • NLOMARKETINGDIGITALAGENCY twitter.com/adidasRU adidas.vkontakte.ru platform breaking news live conversation live report from NBA5United
  • NLOMARKETINGDIGITALAGENCY special projects adidas.vkontakte.ru platform sports communities involvement Special project «CROSSBAR CHALLENGE» on sports.ru in partnership with adidas.vkontakte.ru. «Turn on camera, hit the crossbar, record it and win the prize – the best boots»
  • NLOMARKETINGDIGITALAGENCY twitter.com/adidasRU adidas.vkontakte.ru platform breaking news live conversation live report from NBA5United
  • NLOMARKETINGDIGITALAGENCY mobile adidas.vkontakte.ru platform live twi-reporting Mobile To be closer 4sq activations iOS & Android apps
  • NLO resultsMARKETINGDIGITALAGENCY adidas.vkontakte.ru Communication platform The result. We have created a functional and both flexible and scalable system for carrying out many advertising campaigns on brand-community Vkontakte . results (since march 2010): visitors - 5,2 mln platform participants – 770k
  • * Anton Sitnikov wroteall in And yet it’s cool, that adidas is in Vkontakte! ;)Questions@ *Aleksandra Nikonova I’m all in ! * Railka Husnutdinov And I’m all in !)
  • NLOMARKETINGDIGITALAGENCY Thank you for attention Questions@ «Digital BAR» 95B, Luganskiy street, 050000 Kazakhstan, Almaty Office: +7 (727) 263 33 62 we@DBAR.kz