Take an inside look into ramping up B2C marketing and engagement for BASF co-collaborating with adidas.

1. Adidasandbasf

2. Social Media Marketing
“I use social media as an idea generator, trend
mapper and strategic compass for all of our
business ventures.” - Paul Barron
“Social media is not just an activity; it is an investment
of valuable time and resources. Surround yourself with
people who not just support you and stay with you, but
inform your thinking about ways to WOW you online
presence.” - Sean Gardner

3. Hello!
Savannah Fender & Julie Wiegand
You can find us at:
@savfen
skfender@ncsu.edu
@jrwiegand
jrwiegan@ncsu.edu

4. overview
Who are we targeting
● adidas
○ Founded in 1949
○ adidas is the original sports brand, driven by
innovation and call to action.
● BASF (Badische Anilin und Soda Fabrik)
○ Founded in 1865
○ Largest chemical producer in the world operating in
over 80 countries with customer in over 200 countries,
including operation of six integrated production sites
and 390 other production sites.

5. ✖Gaining brand awareness for BASF
✖BASF sales growth in a B2B market
✖Lack of consumer knowledge

6. Mission
adidas BASF
adidas BASFB2b

8. Google Trends - Sports Brands

9. Share ofVoice-ConsumerBrands
Google 916,000,000 1,100,000,000 479,000,000
Facebook 0.53% 6.60% 0.01%
Instagram .007 .005 .014
YouTube 521% 384% 330%
Twitter 2.67 .004 2.19

11. Google Trends - Chemical Companies

12. Share ofVoice-BusinessBrands
Google 29,100,000 29,300,000 96,600,000
Facebook 0.02% 8.14% .12%
Instagram n/a n/a n/a
YouTube 938% 6,102% 367%
Twitter 7.08 .001 2.008

13. Opportunity
✖ BASF seeks to increase consumer-brand
engagement through cross-collaboration with
adidas.
○ BASF chemical industry leader utilizing a
B2B marketing model.
Opportunity

14. Objective
● Gain consumer and brand awareness in both B2B and B2C
marketing utilizing social media.
● Collaborate with other athletic brands, establishing a
unique brand and product portfolio.

15. Timeline

16. Who?

17. Businesses
B2B - Business to business
● Puma
○ IGNITE Technology
● Nike
○ Air Max Technology
● Brooks
○ DNA Adaptive Technology
● Asics
○ Asics Gel Technology

19. Consumers
Word of Mouth
● Athletes
○ Professional and recreational
● Sneakerheads
○ Sponsorship - blog reviews
● Urban consumers
○ Jamie - brand recognition
○ Innovators - Early Adopters

21. Strategy
✖Create adidas &
BASF campaign to
promote innovative
products.
■Campaign
video created &
promoted on
social media

23. backalleyshoefind

24. Approach
● #BackAlleyShoeFind
○ Following/Community
○ Retweets - Free advertisement
● Consumer Involvement
○ Customization
○ DIY
● Trend
○ Secret spot
○ Desire to be a part of the “in crowd”
● Design Competition
○ Top 10 designs picked by adidas’ design team
○ Vote online to be released 2018
● Live Streaming
○ Snapchat
○ Facebook Live
● Adidas Vault
○ Vintage feel
○ View old adidas shoes - museum

25. ReunionRunDMC
Darryl McDaniels & Joseph Simmons

26. Place your screenshot here
#BackAlleyShoeFind

27. VideoContent

28. ✖Promote co-collaboration through utilization of
crowdsourcing
■LiveLabs
●Olympic Training and Trial Facilities
○Allow consumers to custom design
●Trade Shows
○Allow brands to custom innovate

29. TradeShows
offices
● Atlanta, GA - Atlanta Shoe Market
● Las Vegas, NV - MAGIC
● New York City, NY - FFANY
● Long Beach, California - Agenda
offices

30. OlympicTraining&Trials
● Eugene, Oregon
● Chula Vista, California
● Colorado Springs, Colorado
● Jamaica
● Germany
● Etc...
offices
offices

31. LocationProcess
Select
Group
Find the
Location
Social
Media
● Bloggers
● Sneakerheads
● Artist
● Instagram Stars
● Follow the clues
from hashtag
● Show up
● PARTY!

32. ExpectedResults

33. Deliverables
● Exclusive Products
○ One of a kind shoes
○ Customized
○ BASF Technology - adidas style
● Social Media Content
○ Hashtags and Retweets
● Freebies
○ Screen Print shirts
○ Open bar
○ Shoe cleaning
● Partnership
○ Run DMC
○ Patrick Ewing
● Concert Series
○ Sponsored by Ones to Watch
● Interaction
○ Vault collection
○ Live art

35. #KEENfest

36. AdoptB2CModel
Increased Active Engagement
700,000
Likes,Shares,Views,Comments
1,000,000FollowersAnd a lot of followers
+11%Engagement Rate!
Gain Active Exposure on Instagram & Snapchat

37. Budget
28,000 attendees and exhibitors * 4 trade shows = 112,000 target market
112,000 potential customers * 49% engagement reach = 55,000 new customers
$23.00 (avg sqft booth) * 100 (10x10) * 3 (days) = $6,900
$6,900 * 4 Trade Shows = $27,600
$50,000 Event Planner
$10,000 Venue Rental Fees
$40,000 Outdoor Trade Show Event
$300 (per night) * 4 nights * 3 employees * 10 locations = $36,000
$700 flight * 10 locations * 3 employees = $21,000
= $60,000 accounting for tax and other expenses
$65,000 Salary * 3 employees = $195,000
TTL Expense: $382,600

38. Thanks!
Any questions?