This document proposes a social media advertising plan for Adidas to target their key 18-49 year old demographic. It analyzes the effective social media strategies of competitors like Nike, Saucony, and Lululemon. The current Adidas campaign lacks variety, engagement, and structure. The proposed plan suggests increasing responsiveness and variety on Twitter, using rhetorical devices and hashtags on Facebook, and focusing on attention-grabbing photos on Instagram to promote products and competitions.

1. Proposed Social Media
Advertising Plan
Adidas Brand
Business Consultant: Abigail Peress
UW 1020: Selling With Social Media
Professor McCaughey

2. Overview
 Case for employing social
media
 Target audience
 Competition
 Nike
 Saucony
 Lululemon Athletica
 Current campaign
 Variety
 Structure
 Level of engagement
 Proposed plan
 Facebook
 Twitter
 Instagram

3. Why utilize social media?
 Adidas target audience:
 Teenager/middle-aged men and
women
 Particularly athletic or active
 Fashion-interested individuals
 User demographics
 Typical social networker is aged

18-29
 Age bracket 18-49 is expanding
*Key point: Social media
provides access to the
target market of the
athletic apparel industry.

4. Competition: Nike
What is done effectively:
Facebook:
 Rhetorical devices
 Short captions
 Incorporating “hashtags”
Twitter:
 Variety
 Interacting with audience
 User-generated content

5. Competition: Saucony
What is done effectively:
 User generated content
 Level of responsiveness

6. Competition: Lululemon Athletica
Effective:
 Short captions
 Responsiveness
Ineffective:
 Posting too frequently
 Calls for user-generated content
are ineffective for multiple
reasons

7. Current social media use
Areas of Concern:
 Lack of variety
 Lack of engagement
 Structure and content

8. Proposed Plan
Facebook:
 Rhetorical appeal
 Structure of caption
 Incorporating hashtags
 Posting video content
 User generated content
Twitter:
 Increasing responsiveness
 Providing variety
 Finding the “magic number”
 Making an account for
customer service


Example Post:
“Don’t be the last one to update
your athletic technology!”
-With picture of the Adidas newly
released product
Example Post:
“Post a picture of you wearing your favorite
Adidas product, tag us and hashtag
#allinAdidasCompetition for a chance to win
some gear signed by a famous athlete…!”
Instagram:
 Providing a picture that will
catch the audience’s attention
  Consumer psychology
studies

9. Works Cited
Hermkens, Kristopher, Kietzmann, Jan H. “Understanding the Functional Building
Blocks of Social Media.” Business Horizons. 54.3. (2011): 241-251
Iqbal, Nabil. “Comparison of Strategy between Nike and Adidas.” Academia.
Web. 29 Oct 2013.
Kaplan, Andreas, Haenlein Michael. “Users of the World, Unite! The Challenges and
Opportunities of Social Media.” Business Horizons. 35.1. (2010): 59-68.
Moth, David. “How Nike Uses Facebook, Twitter, Pinterest, and Google+.”
Econsultancy. Web. 29 Oct 2013.