The Yeezy campaign by Adidas and Kanye West aimed to create a cult following and maintain brand loyalty. Kanye represented the brand and used his personality and influence within hip hop culture to unite fans. He presented the Yeezy collections through exclusive fashion shows and limited product releases to drive demand. Celebrities endorsed the brand and social media was used to target younger audiences. The campaigns successfully boosted Adidas and created extremely valuable brand awareness and loyalty within the target market.
The Secret to Brand Growth? Mental and Physical AvailabilityPercolate
This presentation covers the importance of mental and physical availability, the key to brand success. Are customers thinking of your brand and are they able to access it when they’re thinking of it? Brands largely compete not in terms of differentiation or even product offering, but in terms of mental and physical availability. When a brand is strong in those two regards, more people can more easily buy it in more situations.
Presenting this set of slides with name - Influencer Marketing Strategy Powerpoint Presentation Slides. Download our professional PPT comprising extensively researched content and professional design layouts. Dont waste hours fiddling with PowerPoint toolbars and finding professional PowerPoint templates. This complete Influencer Marketing Strategy Powerpoint Presentation Slides saves hours of your time. Comprising a total of nineteen slides, the PowerPoint presentation is a visual masterpiece with professional PPT templates, data-driven graphs, charts and tables, a beautiful theme, impressive slide designs, icons, imagery and more. It is fully editable so that you can make changes to colors, data and fonts if you need to. Just enter your text in the placeholders provided and rock the meeting or conference you are presenting at.
This webinar is all about using digital marketing fundamentals to amplify your influencer marketing reach. Today influencer marketing is a growing tool for any size business. However, it is being underutilized and not amplified with online marketing basics, like SEO. In this session you will learn how to use powerful digital marketing tools like SEO and your own social media to help you take your influencer marketing campaigns to the next level.
What you will learn:
- The best social media channels for influencer marketing and why
- How to use SEO to amplify influencer marketing
- How to use influencer marketing to enhance your SEO
- SEO best practices to amplify your influencers message
1. The document provides tips and strategies for businesses to sell their products on various social media platforms like Facebook, Instagram, YouTube and others.
2. It discusses how to create a Facebook store and sell products on Facebook by setting up a business page and enabling shopping features.
3. Tips are provided on how to optimize Instagram for business like using link in bio tools and showcasing products through stories and live videos.
Communication Plan | Social Media ManagementAgnese Vellar
This document provides a communication plan for social media management from 2016-2017. It outlines strategies for various social media channels including Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. It recommends posting frequencies for each channel and discusses goals, audiences, content creation, and a content calendar. It also covers topics like paid, owned, and earned media; inbound versus interruptive marketing; the marketing funnel; website optimization; blogging; search engine optimization; and using influencers for digital public relations.
(MBASkills.IN) Customer Based Brand EquitySameer Mathur
Prof. Sameer Mathur discusses customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand knowledge consists of two components - brand awareness and brand image. Brand awareness includes brand recognition and recall, while brand image refers to the strong, favorable, and unique associations consumers have about a brand in their memory. Customer-based brand equity can influence brand choice, response to sales promotions, and the evaluation of brand extensions.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:Consumer behaviour
unit 2: Consumer behaviour
Faculty Name: Subhangi Ma'am
The Secret to Brand Growth? Mental and Physical AvailabilityPercolate
This presentation covers the importance of mental and physical availability, the key to brand success. Are customers thinking of your brand and are they able to access it when they’re thinking of it? Brands largely compete not in terms of differentiation or even product offering, but in terms of mental and physical availability. When a brand is strong in those two regards, more people can more easily buy it in more situations.
Presenting this set of slides with name - Influencer Marketing Strategy Powerpoint Presentation Slides. Download our professional PPT comprising extensively researched content and professional design layouts. Dont waste hours fiddling with PowerPoint toolbars and finding professional PowerPoint templates. This complete Influencer Marketing Strategy Powerpoint Presentation Slides saves hours of your time. Comprising a total of nineteen slides, the PowerPoint presentation is a visual masterpiece with professional PPT templates, data-driven graphs, charts and tables, a beautiful theme, impressive slide designs, icons, imagery and more. It is fully editable so that you can make changes to colors, data and fonts if you need to. Just enter your text in the placeholders provided and rock the meeting or conference you are presenting at.
This webinar is all about using digital marketing fundamentals to amplify your influencer marketing reach. Today influencer marketing is a growing tool for any size business. However, it is being underutilized and not amplified with online marketing basics, like SEO. In this session you will learn how to use powerful digital marketing tools like SEO and your own social media to help you take your influencer marketing campaigns to the next level.
What you will learn:
- The best social media channels for influencer marketing and why
- How to use SEO to amplify influencer marketing
- How to use influencer marketing to enhance your SEO
- SEO best practices to amplify your influencers message
1. The document provides tips and strategies for businesses to sell their products on various social media platforms like Facebook, Instagram, YouTube and others.
2. It discusses how to create a Facebook store and sell products on Facebook by setting up a business page and enabling shopping features.
3. Tips are provided on how to optimize Instagram for business like using link in bio tools and showcasing products through stories and live videos.
Communication Plan | Social Media ManagementAgnese Vellar
This document provides a communication plan for social media management from 2016-2017. It outlines strategies for various social media channels including Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. It recommends posting frequencies for each channel and discusses goals, audiences, content creation, and a content calendar. It also covers topics like paid, owned, and earned media; inbound versus interruptive marketing; the marketing funnel; website optimization; blogging; search engine optimization; and using influencers for digital public relations.
(MBASkills.IN) Customer Based Brand EquitySameer Mathur
Prof. Sameer Mathur discusses customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand knowledge consists of two components - brand awareness and brand image. Brand awareness includes brand recognition and recall, while brand image refers to the strong, favorable, and unique associations consumers have about a brand in their memory. Customer-based brand equity can influence brand choice, response to sales promotions, and the evaluation of brand extensions.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:Consumer behaviour
unit 2: Consumer behaviour
Faculty Name: Subhangi Ma'am
Influencer Marketing Strategy - A Six Step GuideGary Fox
A framework for planning social media influencer campaigns. Use this t plan and develop your influencer marketing campaigns. Influencer marketing is a growing and important part of the marketing mix for brands. #influencermarketing. https://www.garyfox.co
This document outlines Starbucks' proposed social media strategy for 2016. The primary goals are to strengthen their online following and keep followers more engaged by posting more frequently across networks and creating unique content. Key aspects include analyzing current social media performance, setting objectives, defining their online brand persona, outlining strategies and tools, a critical response plan, and how results will be measured. Instagram is their best performing platform and competitions like #RedCupArt have been successful at growing engagement. The strategy proposes continuing promotions to further develop their social media presence.
How Social Media Can Impact Your BusinessMBA & Company
Social media has grown to the point where it is easily the most pervasive, effective and dynamic of all business channels. Twitter and Facebook have democratised the world of communications, meaning that we are all now part of one big conversation, and that consumers potentially have as much of a voice as brands do...
Print advertisement analysis assignment by shaon from iiucWINNERbd.it
This document appears to be an assignment submitted by a student named Md. Moshaharul Haque to their professor at the International Islamic University Chittagong, Dhaka Campus. The assignment involves analyzing four different advertisements, answering questions about the target market, message, design, and effectiveness of each ad.
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSunfunnel
http://unfunnel.com/facebook-ads-guide
A successful Facebook Ad is made of 2 components: a great design, targeted to the right audience. By analyzing over 100,000 real world ads we’ll show you what’s trending right now.
We not only provide you with the science and data behind a successful Facebook ad, but we also give you actionable best practices and highlight examples of companies doing it right.
Download this guide from Adspresso and HubSpot to learn how to create perfect Facebook ads based on real data on headlines, popular words, numbers and sentiments, and more!
Nike's Segmentation Targeting Positioning Marketing StrategySyed Zaid Ali
Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
1. The document discusses co-branding, which is when two or more well-known brands combine in an offer to strengthen brand preference. There are different levels and types of co-branding.
2. Types of co-branding discussed include ingredient, promotional, innovation-based, composite, and value chain co-branding. Examples of successful and unsuccessful co-branding partnerships are provided.
3. Factors that contribute to co-branding success or failure include how complementary the brands are, scandals involving one of the brands, excessive marketing, and rising competition.
Brand Building 101: How to build a brand from scratchMucca
This document summarizes the branding process for a new grocery store called Brooklyn Fare. It discusses conducting research on the target market and competitors. A brand positioning statement was created focusing on serving the diverse Brooklyn community with reasonably priced fresh foods and personal service. Various name options were considered before selecting Brooklyn Fare. The branding identity was developed including a custom typeface, logotype, and color palette. Signage, catering, and an email program brought the brand's personal service to life. Key learnings emphasized the importance of authenticity, testing assumptions, and leading with strategy while obsessing over design.
This document outlines Starbucks' social media strategy for 2016. The objectives are to generate more traffic to their primary social media profiles and engage consumers on a deeper level. Key tactics include increasing likes/followers, posting engaging content regularly, and responding quickly to customer tweets. Holidays will be a focus as Starbucks emphasizes community and belonging. The strategy identifies roles and a response plan for potential issues. Progress will be measured by growth in followers and engagement rates across major networks.
This market analysis report evaluates the live streaming platform Twitch. It finds that Twitch is currently successful and positioned for future growth. Twitch significantly outperforms its competitors YouTube Gaming and Facebook Gaming in revenue. The report recommends that Twitch expand into new audiences like sports and music while continuing to support gaming. Partnering with celebrities and updating its marketing strategy could help Twitch further establish itself in mainstream media.
This workshop is designed to help you develop a social media workflow for your organization. Topics include: how to develop a communications strategy, how to generate followers and stimulate discussion, how to create a social media identity, how to manage your time, and how to measure success. Examples will be presented at every stage to help you envision a successful strategy using social media tools.
This workshop was presented at Cambridge Community Television on Thursday, January 21, 2010.
A short three part guide to developing a brand.
Part 1: Marketing Research & Defining your audience
Part 2: Developing your brand DNA and vision
Part 3: Brand name development
How to Launch a Brand Ambassador Program
Brand ambassadors are a force that shouldn’t be ignored. Not only do they act as an extension of your marketing department, but they often add a layer of authentic eagerness around your brand.
The Course will include:
What's a Brand Ambassador
The Benefits of having Brand Ambassadors
Structuring a Brand Ambassador Program
Recruiting Brand Ambassadors
Digital Marketing Plan for Patara (Thai Restaurant in London)Thanyalak Sarawong
The document discusses opportunities for using digital technology and social media in the fine dining industry. It notes that digital usage in the UK, especially on mobile devices, is growing rapidly. Several key social media platforms are analyzed, including Facebook, Instagram, and YouTube, which are important channels for engaging consumers. Competitor analysis on these platforms shows that Dishoom has the most followers and highest engagement per post. Different digital marketing strategies are proposed, including using various types of online ads, search engine marketing, and content creation, in order to target consumers at different stages of their journey and drive awareness, consideration, and sales.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
This document discusses strategies for brand revitalization when a brand reaches maturity and profits begin to decline. It identifies four main approaches: 1) Increasing usage by reducing doubts about frequent use and providing incentives, 2) Expanding into new markets, 3) Changing the brand image by adding new associations, and 4) Enhancing the brand by adding new value-adding features. It then discusses various branding decisions around sponsorship, naming, positioning, and repositioning strategies. Cobranding is defined as combining brands in an offer to reach new audiences.
Nina Ricci is a French luxury fashion house founded in 1932 in Paris by Maria "Nina" Ricci and her son Robert. They are known for feminine, romantic designs. In the 1940s, they helped raise money for war relief through fashion exhibitions. They launched a successful perfume, L'Air du Temps, in 1948. The brand reached great success and notoriety over the decades. Today, they produce ready-to-wear clothing, perfumes, cosmetics, watches and leather goods for women and men. Nina Ricci eyes expanding their market share in India's growing fragrance industry.
DKNY was founded in 1989 in New York by Donna Karan and is headquartered in Manhattan. It operates in various regions including the USA, Europe, South Africa, Australia, Indonesia, China, Vietnam, Hong Kong and Thailand. DKNY designs and sells women's, men's and kids' wear as well as shoes, accessories, jewelry and fragrances.
Influencer Marketing Strategy - A Six Step GuideGary Fox
A framework for planning social media influencer campaigns. Use this t plan and develop your influencer marketing campaigns. Influencer marketing is a growing and important part of the marketing mix for brands. #influencermarketing. https://www.garyfox.co
This document outlines Starbucks' proposed social media strategy for 2016. The primary goals are to strengthen their online following and keep followers more engaged by posting more frequently across networks and creating unique content. Key aspects include analyzing current social media performance, setting objectives, defining their online brand persona, outlining strategies and tools, a critical response plan, and how results will be measured. Instagram is their best performing platform and competitions like #RedCupArt have been successful at growing engagement. The strategy proposes continuing promotions to further develop their social media presence.
How Social Media Can Impact Your BusinessMBA & Company
Social media has grown to the point where it is easily the most pervasive, effective and dynamic of all business channels. Twitter and Facebook have democratised the world of communications, meaning that we are all now part of one big conversation, and that consumers potentially have as much of a voice as brands do...
Print advertisement analysis assignment by shaon from iiucWINNERbd.it
This document appears to be an assignment submitted by a student named Md. Moshaharul Haque to their professor at the International Islamic University Chittagong, Dhaka Campus. The assignment involves analyzing four different advertisements, answering questions about the target market, message, design, and effectiveness of each ad.
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSunfunnel
http://unfunnel.com/facebook-ads-guide
A successful Facebook Ad is made of 2 components: a great design, targeted to the right audience. By analyzing over 100,000 real world ads we’ll show you what’s trending right now.
We not only provide you with the science and data behind a successful Facebook ad, but we also give you actionable best practices and highlight examples of companies doing it right.
Download this guide from Adspresso and HubSpot to learn how to create perfect Facebook ads based on real data on headlines, popular words, numbers and sentiments, and more!
Nike's Segmentation Targeting Positioning Marketing StrategySyed Zaid Ali
Nike segments its target market using demographic, behavioral, psychographic, and geographic variables. It targets youth sports enthusiasts aged 18-24 from urban, high-income areas. Nike positions itself as bringing inspiration and innovation to every athlete in the world. It aims to be an ubiquitous brand and believes everyone is an athlete. Nike focuses on expanding its women's line, as women in their 20s and 30s are driving the athleisure trend. It also targets kids and professional athletes through sponsorships. Nike differentiates itself through customization via NikeID, its apps and digital services, and its Jordan brand line. It maintains parity through performance technology and global brand recognition.
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
1. The document discusses co-branding, which is when two or more well-known brands combine in an offer to strengthen brand preference. There are different levels and types of co-branding.
2. Types of co-branding discussed include ingredient, promotional, innovation-based, composite, and value chain co-branding. Examples of successful and unsuccessful co-branding partnerships are provided.
3. Factors that contribute to co-branding success or failure include how complementary the brands are, scandals involving one of the brands, excessive marketing, and rising competition.
Brand Building 101: How to build a brand from scratchMucca
This document summarizes the branding process for a new grocery store called Brooklyn Fare. It discusses conducting research on the target market and competitors. A brand positioning statement was created focusing on serving the diverse Brooklyn community with reasonably priced fresh foods and personal service. Various name options were considered before selecting Brooklyn Fare. The branding identity was developed including a custom typeface, logotype, and color palette. Signage, catering, and an email program brought the brand's personal service to life. Key learnings emphasized the importance of authenticity, testing assumptions, and leading with strategy while obsessing over design.
This document outlines Starbucks' social media strategy for 2016. The objectives are to generate more traffic to their primary social media profiles and engage consumers on a deeper level. Key tactics include increasing likes/followers, posting engaging content regularly, and responding quickly to customer tweets. Holidays will be a focus as Starbucks emphasizes community and belonging. The strategy identifies roles and a response plan for potential issues. Progress will be measured by growth in followers and engagement rates across major networks.
This market analysis report evaluates the live streaming platform Twitch. It finds that Twitch is currently successful and positioned for future growth. Twitch significantly outperforms its competitors YouTube Gaming and Facebook Gaming in revenue. The report recommends that Twitch expand into new audiences like sports and music while continuing to support gaming. Partnering with celebrities and updating its marketing strategy could help Twitch further establish itself in mainstream media.
This workshop is designed to help you develop a social media workflow for your organization. Topics include: how to develop a communications strategy, how to generate followers and stimulate discussion, how to create a social media identity, how to manage your time, and how to measure success. Examples will be presented at every stage to help you envision a successful strategy using social media tools.
This workshop was presented at Cambridge Community Television on Thursday, January 21, 2010.
A short three part guide to developing a brand.
Part 1: Marketing Research & Defining your audience
Part 2: Developing your brand DNA and vision
Part 3: Brand name development
How to Launch a Brand Ambassador Program
Brand ambassadors are a force that shouldn’t be ignored. Not only do they act as an extension of your marketing department, but they often add a layer of authentic eagerness around your brand.
The Course will include:
What's a Brand Ambassador
The Benefits of having Brand Ambassadors
Structuring a Brand Ambassador Program
Recruiting Brand Ambassadors
Digital Marketing Plan for Patara (Thai Restaurant in London)Thanyalak Sarawong
The document discusses opportunities for using digital technology and social media in the fine dining industry. It notes that digital usage in the UK, especially on mobile devices, is growing rapidly. Several key social media platforms are analyzed, including Facebook, Instagram, and YouTube, which are important channels for engaging consumers. Competitor analysis on these platforms shows that Dishoom has the most followers and highest engagement per post. Different digital marketing strategies are proposed, including using various types of online ads, search engine marketing, and content creation, in order to target consumers at different stages of their journey and drive awareness, consideration, and sales.
This Brand Audit Presentation analyses the brand M&M's in the UK market, and covers the following content:
- Brand Overview,
- Brand Value Proposition,
- Current Brand Communications Audit,
- Category Audit,
- SWOT Analysis, and
- Key Recommendations.
This document discusses strategies for brand revitalization when a brand reaches maturity and profits begin to decline. It identifies four main approaches: 1) Increasing usage by reducing doubts about frequent use and providing incentives, 2) Expanding into new markets, 3) Changing the brand image by adding new associations, and 4) Enhancing the brand by adding new value-adding features. It then discusses various branding decisions around sponsorship, naming, positioning, and repositioning strategies. Cobranding is defined as combining brands in an offer to reach new audiences.
Nina Ricci is a French luxury fashion house founded in 1932 in Paris by Maria "Nina" Ricci and her son Robert. They are known for feminine, romantic designs. In the 1940s, they helped raise money for war relief through fashion exhibitions. They launched a successful perfume, L'Air du Temps, in 1948. The brand reached great success and notoriety over the decades. Today, they produce ready-to-wear clothing, perfumes, cosmetics, watches and leather goods for women and men. Nina Ricci eyes expanding their market share in India's growing fragrance industry.
DKNY was founded in 1989 in New York by Donna Karan and is headquartered in Manhattan. It operates in various regions including the USA, Europe, South Africa, Australia, Indonesia, China, Vietnam, Hong Kong and Thailand. DKNY designs and sells women's, men's and kids' wear as well as shoes, accessories, jewelry and fragrances.
Alexander Wang is an American fashion designer who launched his eponymous label in 2005. Since then, the brand has grown significantly and now produces several lines including T by Alexander Wang, footwear, and accessories. Wang has received numerous awards and recognition from the fashion industry. The brand targets fashion-conscious individuals aged 25-40 and is known for its innovative yet clean designs. While the brand has been successful, it recently faced a lawsuit alleging unfair treatment of factory workers. Going forward, Alexander Wang will look to expand its reach through a collaboration with Samsung and potential investment from LVMH.
The marketing plan summarizes the Yeezy Boost sneaker collection, which is a collaboration between Adidas Originals and Kanye West. It has been very successful, winning awards for "Shoe of the Year" in 2015. The plan aims to grow the brand over the next 5 years by expanding production, adding new shoe lines and colors, and increasing revenue for Adidas Originals by 15% annually. The goal is to make Yeezy Boost a major global player in athletic footwear.
The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.
This market analysis examines Yeezy, a subsidiary brand of Adidas owned through a collaboration with Kanye West. Yeezy has experienced substantial growth and financial success since 2016. However, the report recommends broadening the product line and targeting new demographics to continue momentum. Expanding variety, focusing on large footwear markets, and implementing a mixed marketing strategy can help strengthen the brand and increase profits over the next five years.
- The document proposes the "Strive" advertising campaign for Adidas to target teenagers and young athletes aged 14-19.
- The campaign will utilize creative and original advertising approaches like murals, lights displays, and environmentally friendly ads to promote Adidas' message of striving to inspire athletes.
- The campaign aims to increase brand awareness among youth, promote the new "Strive" slogan, offer customer perks to build loyalty, and position Adidas as a company that gives back to communities.
Nike is one of the largest athletic shoe and apparel companies in the world that began in 1962. It focuses on designing high-quality running shoes and has established a large customer base globally through its products and marketing. Nike offers a wide range of footwear and apparel for multiple sports as well as everyday use. It utilizes a multifaceted marketing approach including product design, competitive pricing, widespread distribution channels, and high-profile promotional activities to remain successful.
Visual storytelling is an effective tool used in sport advertising. Brands like Nike and Adidas use visuals to [1] inspire and motivate regular people, [2] promote cultural significance and inclusion, and [3] showcase unity among fans. Examples show ordinary people overcoming challenges, same-sex couples promoted on Valentine's Day, and campaigns bringing together fans through shared colors. Visual storytelling engages audiences, promotes discussion, and has led to increased social media following and fan engagement for brands.
Visual storytelling is an important tool for sport brands. It allows them to (1) inspire and motivate regular people, (2) promote cultural significance and inclusion, and (3) build unity between fans and players. Nike and Adidas use images of everyday athletes to show people can achieve greatness through hard work. Adidas posted an image of a same-sex couple for Valentine's Day to promote inclusion. Nike featured fans joining Lebron James in a huddle to strengthen bonds between the Cavaliers and their supporters. Visual storytelling helps brands engage audiences and spread their messages in an easy, emotionally powerful way.
This document discusses visual storytelling in sport advertising. It provides examples of how brands like Nike and Adidas use visuals to promote messages of cultural significance, motivation and unity. Adidas posted an image celebrating Valentine's Day with a same-sex couple to promote inclusion, while Nike featured everyday athletes in their "Find Your Greatness" campaign to inspire people. The document also examines how Nike and LeBron James partnered on the "Together" campaign to unite Cleveland fans around their team. Visual storytelling allows brands to connect with consumers and promote their values through powerful imagery.
Visual storytelling is an effective tool used in sport advertising. Brands like Nike and Adidas use visuals to [1] inspire and motivate regular people, [2] promote cultural significance and inclusion, and [3] showcase unity among fans. Examples shown include Adidas promoting LGBT inclusion with an image of two women for Valentine's Day and Nike portraying everyday athletes overcoming challenges to "Find Your Greatness". Celebrities like Pharrell Williams also support brands' missions for equality. Visual storytelling allows brands to inspire and engage consumers in an emotional way.
THE ADIDAS SLOGAN: FROM ‘’IMPOSSIBLE IS NOTHING’’ TO ‘’ADIDAS IS ALL IN ‘’Irem Guler
Adidas' slogan was originally "Impossible is Nothing", taken from a Muhammad Ali quote, as he endorsed the brand at the peak of his career in 1974. Adidas launched campaigns featuring Ali to communicate their philosophy of striving to surpass limits. While "Impossible is Nothing" was powerful for years, in 2011 Adidas changed their slogan to "All In" through their most expensive marketing campaign ever, showcasing their presence across sports, cultures and lifestyles.
This document discusses branding concepts and provides examples of two organizations, Bigga Fish and BANG Edutainment. It defines key branding terms and outlines the brand stories, identities, missions and visions of the two organizations. Bigga Fish was founded in 1999 to provide youth programs through music and events. BANG Edutainment was also founded in 1999 and operates a community radio station in Brent, helping and inspiring local youth.
Media producers conduct extensive research before creating advertisements to ensure the ads appeal to audiences and increase sales. This ad is aimed at football fans, specifically those interested in the latest football boot fashions. The ad targets males ages 10-25 in large cities known for football like London, Manchester, and Newcastle. It features top player Andreas Iniesta to attract viewers and make them want to purchase the boots.
Patricia Korbackova is pitching two article ideas and potential partnerships on behalf of luxury skincare brand YASOU and holistic health brand BeHealthfulRetreat.com. For YASOU, she proposes an article listing the skin benefits of ingredients like cucumber, jojoba oil, and grapeseed oil used in their products. She offers to provide samples and DIY tips using these ingredients. For BeHealthfulRetreat, she describes their upcoming conference and brand showcase, and invites the recipient to participate and discuss partnership opportunities to market to their database promoting natural products and holistic health.
This ppt shows numerous aspects of the very famous Nike brand. It talks about Nike's history or origin, marketing strategy, various segmentations, brand positioning, marketing mix, competitors, social media presence and Nike in covid-19 era.
The PowerPoint slides highlight one of the effective campaigns of Nike: #Equality campaign. The campaign was focused at equality, diversity, and social justice. It is one of the most effective marketing campaigns that not only aims at creating brand awareness but also addressed the social issues of racial discrimination.
Adidas used branding instruments like Nike to compete in their industry. Some key tools included sponsorship through branded grassroots programs. While Nike focused on celebrity endorsements, Adidas emphasized heritage, tradition, and quality. Both companies saw large growth in sales from the 1980s to late 1990s through these branding strategies. However, endorsement deals may become less effective as individuality grows in importance to consumers.
Nike was founded in 1962 by Phil Knight and Bill Bowerman as Blue Ribbon Sports, originally operating as an importer and distributor of Japanese made shoes. In 1971, the company hired graphic design student Carolyn Davidson to design a logo, resulting in the iconic swoosh logo. The company changed its name to Nike and went public in 1980. Over the decades, Nike grew into a global brand through sponsorships and brand extensions, facing challenges from competitors and threats of fake products.
The document discusses streetwear brands, their websites, social media presence, lookbooks, and print advertisements. It notes that streetwear brand websites are simple and easy to navigate, with navigation bars and new products prominently displayed. Social media pages include short bios and website links. Lookbooks use plain backgrounds and medium shots of models in the center. Advertisements also keep things simple with branding at the bottom and portrait shots in primary colors like white. It examines specific brands like Supreme, Fear of God, Jordan, and their marketing strategies.
How should Adidas use social media efficiently and what changed need to be made to their current strategy. This presentation analyzes various platforms and the do's and dont's for the company's social strategy.
Nike launched an equality campaign with the goal of attracting new customers who relate to its message of equality, donating $5 million to equality charities, and selling items from its Black History Month collection. The campaign video featured sports icons like LeBron James and Serena Williams advocating for inclusivity, equality, and respect both on and off the field. Nike used celebrity endorsements, social media marketing, posters, billboards, and equality apparel to bring awareness to its simple yet powerful message that "worth should outshine colour."
Assess the different ways in which a business can use social media to attract...Graziella Vagliviello
Businesses can use social media to attract target audiences by posting different types of content. Nike posts photos of celebrities using products and videos of products being used to attract women ages 20-30 interested in fitness. Stone Island posts clear photos of new products with models and stores to attract affluent males ages 16-25 into fashion. Adidas posts photos and videos of celebrity athletes using products to attract young athletes ages 14-29 passionate about sports and motivate them.
Nike is a leading athletic footwear and apparel company founded in 1964. It targets customers aged 15-50 interested in active lifestyles and sports. Nike faces competition from Adidas, Puma, and others but maintains a 27% market share due to innovative products. While Nike leads the US market, it faces challenges expanding in India where Reebok has greater brand recognition. To grow, Nike segments customers and positions itself as an inspirational brand through the "Just Do It" slogan. It uses athletes to promote products sold via stores, websites, and partnerships at premium prices emphasizing quality and status.
2. CREATIVE
BRIEF
Our objective is to create a new furore for Adidas. For many years Adidas has pushed
boundries within every secor within sports wear and street wear. Every product is developed
and created through specific research and thought to maintain the demographic. Our
objective is to maintain that identity and loyalty through current trends which interest our
target market.
The oThe overall goal is to maintain loyalty and leadership by keeping up to date with the most
recent trends , events and activities. We want to allow people to relate Adidas as a brand
with situations and times throughout their lives. We want to create memories for our
consumers and for them to embed the brand through positive cultural experiences. We want
Adidas as a brand to stand out and create leadership and a cult status group. We need an
iconic figure who represents these needs and can fulfil them to the best of their ability.
Wether its athletes, film stars or artists the need for a leadership cult is high. For Adidas to
progrprogress further and to stand out from our competitors such as Nike we must achieve this.
This should be done through association with our demographic and the industry to which
suits this. Within the industry of Artists, a high example of specific consumer targeting
would be specifically Hip-Hop as that is the biggest trend currently to match our
demographic needed. We want to unite a face with our brand and culturally bring people
together to a powerful speaking cult in association with both the representative and Adidas.
3. Yeezy is an Originals brand which was created by Kanye
West, collaborating together with Adidas. The Original
Adidas Yeezy Season 1 launch was presented on 12th
February 2015, to further another release of collections
Yeezy Season 2 on 16th September 2015 and the most
recent release on the 11th February 2016 Yeezy Season
3. Yeezy has released a selection of clothes and shoes
throughout thethroughout the campaign since it launched last year.
Kanye West sold out Madison Square Garden in New
York, to debut the most recent “Yeezy 3” addition for
Adidas Originals as well as presenting his new album
“The Life of Pablo”.
Kanye West launched all three of his Yeezy’s
collection’s through fashion shows in New York City.
The fashion shows are presented with a range of
models with no expression wearing the Yeezy
collection’s, in collaboration with his most current
album of that time. Similarly to Yeezy Season 1, Kanye
presents both Yeezy Season 2 and 3 in the same
colcollaboration style creating a consistent look for the
campaign. Yeezy seasons are released months prior to
the sales dates of certain products, for example all the
Yeezy shoes were released at different dates
throughout the year to the clothing launches in a range
of colour releases and design releases. Before Kanye
West collaborated with Adidas Originals, the artist had
originally coloriginally collaborated with Nike under the same brand
name of “Yeezy”. This was released in 2009 however
Kanye was not able to have royalties on his product
sales, which drove him to sign to Nikes competitor
Adidas. On the launch of Yeezy’s season 1 Kanye
expresses his intentions and reasons for the first
season of Yeezy’s with Adidas “I chose to partner with
AAdidas because as you will experience today, Adidas is
a brand that ables creators to create”(Adidas YEEZY
BOOST By Kanye West). Nike allowed Kanye to create a
shoe, where as Adidas let Kanye create a unified
subsidiary brand.
4. Although the Yeezy campaign has a huge furore, the Yeezy
products remain limited stock. The Yeezy clothing line
ranges from £100 to £4000 remaining exclusive to people
who can afford the products. Exclusivity exponentially
grows the demand of the products and the brand, the
focal point of the collection is the shoe range as they are a
more affordable price and therefore in higher demand. As
well aswell as being on sale through Adidas’ own online store the
shoes are also distributed and on sale through many other
online marketplaces. In stores the cost of Yeezy’s are the
same as other branded shoes ranging from £100- £150
(Adidas YEEZY BOOST By Kanye West). However the
limited stock creates a higher demand for the target
market.
The campaign’s overall aim to satisfy the
needs of the consumers to acquire the Yeezy
collection proved a success through the
sales. The Yeezy Boost 350 shoe that was
released on the 27th June sold out in just 12
minutes in the US and are being resold on
online stores from $1999 all the way up to
$20,000$20,000 (Wilbur, 2015). Prior to this, the
Yeezy 750 reached $20,000 second hand on
eBay in March 2015 (Mooney, 2015). This
itself represents the extent to which
consumers are willing to go to in order to
acquire any of the Yeezy’s shoe collection.
The limited addition aspect of the collections
creatcreates higher demand. West suggests “The
individual pieces define a style that matches
the relentless pace of contemporary
lives”(Adidas Originals X Kanye West | YEEZY
SEASON 1) informing people that the
collection is individual to “contemporary
lives” grouping the intended demographic
iinto a united exclusive group.
5. The Yeezy campaign as a whole differentiates itself from competition through higher quality standards
and innovation, “Boost is the industry leading technology, I had to use the best innovation” (Kanye
West, 2015). The campaign colours are very neutral, similar to the models used in the launches. Kanye
represents the Yeezy collections as being free and expressive throughout the campaigns “As an artist
and in this world we can do whatever we want” (Kanye West 2015). It is seemingly obvious from the
introduction to Yeezy season 1 that Kanye intends to create a cult status through the language used “its
bigger than, you know who I am you know, in my presence living” he creates an atmospheric
enenvironment for audiences to see beyond just the clothes and visualise his concept. He represents the
Yeezy brand through his character and makes audiences think beyond Yeezy just being a brand.
6. Through Kanye West’s language throughout the
campaigns he implies his desire it to seek a better
option for his audiences, guiding and including the
audiences to represent Yeezy together “We have
been limited”. This targets the demographics
aspirations and desires once again keeping the
loyalty of a cult group in society with intentions to
follfollow the Yeezy campaign “In this world we can do
whatever we want” (Kanye West, 2015). Group
desire is extremely powerful, It creates loyalty
within the target market ‘’Overall the cost of
acquiring a new customer is anywhere from five to
ten times greater than the cost of retaining an
existing customer’’ (Blakeman, 2011). Overall this
creatcreates a successful brand and campaign as the loyal
customer will spend more money long term as they
grow loyalty to the brand “A loyal customer will;
Spend more money over the long term, repurchase
without the need for additional advertising, be
willing to pay higher prices to attain a quality
product or service that offers them a measurable
vvalue” (Blakeman, 2011) this relates back to the
furore which created the shoes to be resold online
for as high as $20,000. The demographic targeted
are willing to pay an extortionate price to be in
possession of Yeezy’s as they desire to be inclusive to
a cult status group.
Kanye West immediately defines the audience as
an inclusive group in Yeezy Season 1, unifying the
audience “We’re not always in the position we
want to be at we’re constantly growing, we’re
constantly making mistakes, we’re constantly
trying to express ourselves” this creates a sense of
belonging to those that invest int he brand as it
exprexpresses unity and provokes audiences to think in
a cult mentality with Kanye. It specifically thrives
off expressive and current thoughts creating a
group formation of thought between him and the
targeted demographic before the launch has even
begun. ‘’Direct contact with the target is the best
way to build a lasting relationship. Giving the
ttarget a voice in the brand’s growth helps build
loyalty’’ (Blakeman, 2011). Kanye also addresses
the audience directly making his speech sound
personal to that particular viewer “I want to create
something better for you” This creates an element
of trust and security to audiences as it allows them
to seek more information from Kanye himself and
builds lobuilds loyalty between them.
“We’re not always in the position we want
to be at we’re constantly growing, we’re
constantly making mistakes, we’re
constantly trying to express ourselves”
7. Adidas in collaboration with Kanye have successfully
hit consumer behaviour targets with the Yeezy
campaign. Not only have they used Kanye Wests
character as a platform, but they've presented celebrity
endorsement throughout the entire campaign creating
a unified brand. It is clear Adidas are able to represent
this campaign through the most current trend within
theirtheir targeted demographic and in society today ”Once
marketers understand their target market's behaviour,
they can use that knowledge to help them develop a
more effective strategy” (Study.com, 2016). Adidas as a
whole are seen to use Kanye West as a brand himself,
to boost their own brand through the subsidiary brand
of Yeezy. Kanye not only represents just his views as a
bbrand, but he originally and currently still is one of the
biggest icons in music to this day. More specifically his
genre being Hip Hop, which has grown extremely
popular if not more than ever in the most recent years.
“A company's marketing strategy is driven by their
ability to fulfil consumer needs. By anticipating and
reacting to needs faster and better than competitors,
ththey provide a greater overall value for the consumer”
(Study.com, 2016) It is clear Adidas have researched
their targeted demographic for what they want, and
have successfully used of the Hip Hop music industry to
unite their brand through Kanye to the subsidiary
brand Yeezy.
Kanye West represents himself as a leader, a man
of power and furthermore a man of control.
Throughout his career as an artist he as always
presented himself to the world to stand out and
represent more than just a rapper in the Hip Hop
world and an artist, but a man of guidance and a
leader in his role. As Kanye has developed a base
of maof many followers throughout his career he
established a huge furore during his launches of
Yeezy’s. His fan base of followers progressed
with him as a leader and created a cult following
where his audience’s have became loyal to his
character in anything he chooses to do “Members
of a coherent group will have a shared identity
with sharwith shared goals and their leader” (Jarrett and
Ginsberg, 2008). The persona which Kanye brings
from his character, reflects on the success of the
Yeezy’s campaign “.. If effective will come to be
seen as encapsulating that identity and as
co-ordinating efforts to reach those goals”
(Jarrett and Ginsberg, 2008). Kanye’s character
theretherefore represents Yeezy and audiences have
developed a need to become loyal and follow
him. Kanye has created a desired group
throughout the Yeezy campaign to which people
want to be an exclusive member of and will pay
excessive prices to be represented within that
status of “value”.
8. Kanye not only creates a cult brand but represents
experience and difference which triggers a need from
audiences “We have been limited its bigger than you know
who I am you know in my presence living” (Kanye West,
2015). He captivates his audience with such diction and
certainty to the point that any idea or concept he conveys
the audience have no choice to believe it. This works for the
campaign as a whole as it ecampaign as a whole as it exclusively unifies a group of
people to think spiritually similarly to his character. The
representation of Yeezy’s is suggested to have a wider
semiotic meaning behind the brand. For many people
Yeezy’s is presented as a shoe no different to an ordinary
branded shoe, but for the demographic targeted it
represents a lot more than that “I'm here to crack the
ppavement and make new grounds you know sonically and
society culturally” (Kanye West, 2015) by speaking with
such diction he conveys an extremely powerful language
The Adidas Originals Yeezy’s as a campaign
have achieved a status group through Kanye
West which people follow and invest into,
presenting the hard work to the consumer as
they seek to maintain a status to the group
created. “..it is a dynamic process, so that the
most effective leaders will not just represent
the idethe identity of the group, they will also shape
it” (Jarrett and Ginsberg, 2008). Kanye West
and Adidas managed to create a synergy
through the Yeezy campaign to which many
different elements of media have worked
together to encourage a consumer to connect
to the brand in every dynamic possible.
“I'm here to crack the pavement and
make new grounds you know
sonically and society culturally”
9. Semiotics work on many levels, the word
“Yeezy” holds a huge amount of semiotic
value which is relatable to Adidas and Kanye
West and the product or “culture” it
represents. Yeezy was created from Kanye’s
nickname “Yeezus”, to which also one of his
albums in 2013 was named. The name ‘Yeezus’
hWithout prior inhWithout prior information presented to the
consumer it is meaningless. This shows how
previous launches of the Yeezy’ season and
uproar has helped Kanye develop a culture
which follows him to have a representation
stamped “Yeezy” throughout the entire
campaign.
Jefkins suggests factors which are a focal point for a
successful brand name and campaign. To be
“Distinctive, easy to pronounce, memorable,
internationally acceptable, assist corporate image”
which Yeezy portrays extremely well. “Consumption
is at the behest of brands which lead our actions”.
The nickname Yeezus for Kanye West was created to
be simibe similar to Jesus, implying him to be a religious
leader. “I Am a God, Yeezus” (Kanye West, 2014).
This supports the idea that Kanye West has created a
powerful following and labels himself to be
powerful by communicating to his audience as a
leader similar to Jesus.
10. All of the Adidas Originals Yeezy campaign is advertised online over
social media sites and the internet through famous faces. There is no
television advertising for the campaign as there is a specific medium
chosen (the internet) to target the specific demographic. This
specific demographic being from the age of 16 up to 26, with more of
a male target market however it doesn't neglect the female market.
Many of the models which Kanye uses within all the campaign are of
didifferent shapes, sizes, colours and genders. This represents a
unified group of equality, expressing the ethical views and natural
era throughout the campaign. Current viewing habits of the
demographic present more people are on the internet than ever
before (Global Social Media Statistics Summary, 2016) Behavioural
Segmentation is a way of marketers classifying their audience and
within the demographic targeted the behaviours to use social media
is gris growing rapidly more than any other medium hence the heavy
social media and online advertising of the campaign.
Celebrity endorsement causes a huge furore within society and trends, especially through the most
current celebrities within the medias news. Kanye and Adidas had many appearances of major headline
celebrities at the Yeezy releases over the years. Many multi millionaire artists such as Jay Z, 50 Cent,
ASAP Rocky, Tyga, Busta Rhymes, Rihanna, 2 Chains, Jayden Smith and many more. He also had
appearances from supermodels Gigi Hadid, Irina Shayk, Karlie Kloss and fashion designers such as
Olivier Rousteing. These celebrities have extremely similar aged demographics individually and within
celebrity culture which works well for Adidas and Kanye to promote the campaign.
11. Relating back to Adidas using Hip-Hop culture to
push their brand, Kanye not only represented his
own albums during the launches but
appearances from artists such as Travis Scott. He
was on stage with Kanye West during the Yeezy
Season 3 launch. Travis Scott as an artist is
current and iconic in the Hip-Hop industry today
and furthermore supand furthermore support the idea of successfully
using current behavioural targeting and using
celebrity endorsement to promote Adidas
Original Yeezy to fit the targeted demographic.
“Any individual who enjoys public recognition
and who uses this recognition on behalf of a
consumer good by appearing with it in an
adadvertisement, is useful, because when
celebrities are dedicated in marcoms, they bring
their own culturally related meaning, thereto,
irrespective of the required promotional role”
(McCracken, 2005). The Kardashian family also
attended all the Yeezy season releases and
appeared wearing the Yeezy range on various
ooccasions. This also was a huge boost for the
Yeezy seasons as they have millions of followers
as a family and individually over many social
media sites.
12. TheThe Yeezy campaign uses above the line advertising as it feeds off the
dynamics of the internet and word of mouth. This is through
celebrities and societies market as it does not present television
advertising, though the main focus of media it is advertised and
publicised through is online “It is the creative teams job to mould the
creative brief into a unique and memorable idea. It is also their
responsibility to make sure the idea can be used successfully across
multiplemultiple types of media vehicles without losing its identity’’
(Blakeman, 2011). Yeezy successfully represents the campaign this
way and therefore works for their target market. Through many
social media networks and applications such as Facebook, Twitter,
Youtube, Instagram and Snapchat the Yeezy campaign has had a
huge response from the world internationally due to the success of
the media platforms used.
Twitter being a huge example as it
promotes following directly as
does Facebook and Instagram.
Basing the idea of following on
friends, family, celebrities and
even brands. Through these sites
audiences are able to see what
celebriticelebrities post about Yeezy as a
campaign wether its wearing the
brand or talking about it “Creative
execution is the last phase in a
lengthy process that started
months earlier with intensive
research gathering, analysis,
projprojecting, and planning”
(Blakeman). Kanye West also gave
consumers the opportunity to
subscribe to the live releases
through their own home and even
in the latest Yeezy season 3 in
cinemas. It allows consumers to
bbecome a part of the campaign
and create audiences to thrive to
be a part of the unified cult
created, representing Yeezy’s
across all mediums targeted.
13. Overall Yeezy campaign has proved a huge success by selling out at Madison Square Gardens, selling out
of every Yeezy shoe in less than an hour of the release and progressively still a highly active campaign in
2016. Behaviour segmentation has been successfully researched by Adidas to the specific demographic
for Yeezy and is presented throughout the campaign letting Adidas as a marketer, to identify their
audience successfully and consequently target them correctly. Social media and celebrity endorsement
is incorporated into Yeezy successfully identifying and targeting their demographic and publicising
Adidas OriginalsAdidas Originals Yeezy extremely well. The ethos behind Yeezy’s has progressed and connected all three
Yeezy launches creating an extremely affective campaign. The use of Hip Hop as a representation for the
campaign through Kanye brings a huge furore of desire and expectation from the targeted demographic
which Kanye and Adidas clearly achieve throughout the entire Yeezy campaign.
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