Adidas Calling All Creators Campaign Final Presentation

1. DIGITAL STRATEGY
ADV420 Final Presentation By Hannah Shink

2. BIG IDEA
• Across all social media, Adidas will
utilize the hashtag #creators taken
from their most recent ad that is on
TV.
• Encouraging consumers to share
their gear on all social and digital
platforms giving Adidas back data
to then apply when targeting
consumers for specific product lines.
This big idea will help give Adidas
insight into what consumers are
enjoying and help eliminate
products that are not selling as well.

3. BUDGET
• $18.5 million
• FB à $2.5 million for dark posts
• Instagram à $4 million for dark posts that have click-thru capabilities
• Pinterest à $3 million for maintaining and pushing specific boards to
targeted consumers
• Twitter à $1 million for hypertargeting
• YouTube à $3 million for pre-roll (6 second) digital videos across specific
videous that match target audience
• Digital Video à Hulu à $3 million to run :06 or :15 second ads
• Digital Display à $2 million to run click thru ads on the following sites:
• Dick’s Sporting Goods
• Yoga Today
• Life Magazine
• National Geographic
• Amazon Landing Page

4. KPI’S
• Length of campaign
• 3 Months (one quarter)
• Awareness
• Measured through impressions
• Goal: 100 million
• Reach
• Measured through individuals reached
• Goal: 50 million individuals

5. SOCIAL MEDIA
• Utilizing approximately 24 accounts between
different social media platforms such as Facebook,
Twitter, and Instagram, Adidas is striving to engage
with their consumers online to build up the Adidas
brand as one that includes and enables their
consumers to become the best version of
themselves. By sharing their key brand message –
which is to love what you are doing and love what
you are wearing while doing it. By having so many
different verified accounts across multiple
platforms, the brand is zoning in on consumers
specific interests and contexts (like this Twitter
account, specific to Adidas Tennis), geographical
locations, (such as the Adidas Singapore Twitter
account).

6. WEBSITES
• The Adidas Website’s main objectives are awareness of new products and to drive
purchases by consumers visiting the site. This website is designed to draw the consumer
in to explore all product lines available, using the home screen to push the newest items
to their target audience, which is anyone that purchases athletic wear, using data to
segment consumers out into different interest groups.
• Suggestions: Further narrowing or providing an option for users to create an
account that shows the user content specific to their curated interests. This
would turn into targeting each consumer as their own market, rather than
attempting to generalize a market of Adidas shoppers that is foreseeably
diverse. The likelihood to make more purchases increase because advertised
content would be exclusive to specific consumer interests.

7. ONLINE ADVERTISING
• By focusing on awareness and follow trends among consumers online,
Adidas may use social media advertising to engage and drive consumers to
purchase. By using click through to purchase on all social media platforms,
probability of sales is higher. Targeting keywords across Amazon, Google,
and Bing via SEO is also an important strategy.
• Suggestions: Utilize the consumer targeting explained above to further drive
consumer purchases.

8. INBOUND MARKETING
• By keeping all of their official accounts verified, Adidas is
providing their consumers access to purchase through all
media channels.
• Suggestions: Increase content offer incentives such as discounts or
deals when consumers reach the landing page from an
advertisement or a verified Adidas account. Also, offer more
benefits for returning customers by coming up with a rewards
system to increase the chance of their repeated returns.

9. MOBILE
• With the creation of Apps such as the “CONFIRMED – Sneakers” app, made
to update consumers on the release of their new products, Adidas is
creating a deeper connection with their consumers leading them through
the purchase cycle much faster on average.
• Suggestions: Expand the exclusiveness by making Apps interactive for users to
shop and receive benefits suggested above such as rewards/point system for
shopping online and on mobile apps.

10. WHAT DO YOU THINK?
• #CALLINGALLCREATORS