The document outlines a social media marketing campaign aimed at enhancing adidas's brand presence targeted at users aged 14-40. Key strategies include engaging users through content sharing, influencer collaborations, and a campaign hashtag #embracethechampion, particularly during major sporting events like the 2024 Paris Olympics. The campaign seeks to increase engagement metrics and suggests future campaigns should align with post-sport events for greater reach.

1. BIA Capstone Project
Enhancing Brand Presence through Social Media
Marketing in the Fashion Sector
Kynsailangki

2. Content:
1) Executive Summary
2)Social Media Landscape
3)Target Audience
4)Content Strategy
4)Engagement Plan
5)Performance Metric
6)Campaign Management
7)Conclusion & Recommendation
8)Reference

3. Executive Summary
INTRODUCTION: Adidas is a leading global sportswear
brand, founded in 1949, known for its iconic three-stripe
logo and innovative athletic apparel, footwear, and
accessories.
Objective: This campaign aims to enhance the brand
presence of adidas through social media.
Target Market: The campaign target social media user of
all gender and are in the age group of 14-40 years old
upon interest related.
Strategies: Our strategies is to engage user to participate
and share the contents and post that is published.
Time period : 1/05/2024 to 31/07/2024

4. Social Media Landscape
Adidas follower on their main account
Instagram : 29.2 millions
Facebook : 41 millions
X : 4.3 millions
Linkedin : 4 millions
Youtube : 1.47 millions

5. Target Audience
The Adidas target market is highly active, and
includes athletes, as well as non athletes who
are enthusiastic about sport. Adidas buyers
tend to be between the ages of 14 to 40, though
the brand offers clothing and footwear lines for
infants and children too.
Age group: 14 years old to 40 years old.
Demographic: Globally
Interest: Sports, fashion, Athletic

6. Content Strategy
Creating post and video that highlight athletes perfor
and fashion sensation with collaboration of influencer
marketing and creating an ads that shows children ru
around with adidas products.

7. Engagement plan
#EmbraceTheChampion Participation
With the content posted, we encourage the audience
to share their winning moments and stories, and also
post their photo with #EmbraceTheChampion. The
most inspiring stories and most shared and like post
will be winning an adidas merchandise.
Responding to audience:
● Positive: response we try to push more
encouragement towards the comments
● Negative: we also try to push encouragement
quotes to the comments with link for support in
case of compliance and distraught.

8. KPIs
● Impression: The number of impression
it reach on all social media platform
● Click: Number of clicks on social media
post
● Click Through Rate: The number of
CTR through social media
● Engagement: The engagement rate
receive on contents
● Referral: Number of referral and share
of brand campaign on social media
● Brand mention: Number of Tags and
brand mention on social post and
content on social media

9. Campaign Management

10. Conclusion :
The campaign was a success as it was run
during The 2024 Paris Olympic and The
2024 Euro Football Competition.
The trending of these events lets to wide
reach of audience and engagement is also
increase as to prior non sports season.
Recommendation:
Create more campaign that relates to post
sport events with related stories to get
more engagement and visibility for the
brand.

11. Reference
1) https://keyhole.co/blog/adidas-social-media-s
trategy/
2) https://www.researchgate.net/publication/37
3896269_Analysis_of_the_Marketing_Strategy
_of_Adidas
3) https://www.start.io/blog/adidas-target-mark
et-segmentation-and-marketing-strategy-aud
ience-demographics-competitors/
4) Mockup.ai
5) freepik.ai

12. THANK
YOU