I worked on a consulting project in my Entertainment Marketing class with Freeform, formally known as ABC Family. My group acted as an in-house consulting agency with an objective to develop an innovative new marketing campaign focused around FreeForm and Adidas Women. At the end of the semester we presented our campaign to marketing executives of every level at FreeForm Headquaters.

2. IT IS WHAT IT IS …
of women make up the
enrollment at degree-
granting institutions.
(Forbes) Democratic candidate
leading the races for
president.
Harriet Tubman will be
the first female on
American bill.
(ABC News) have shared a
commercial or print
advertisement with a
pro-female message
(Femvertising Ad Week)

3. WHAT DOES THIS MEAN FOR FREEFORM & ADIDAS?
Sales jumped to
$4B from $2.5B with
“Real Beauty”
launch
Sales grew 54%
from February to
June 2014 with
“Lean In”
campaign
15% increase
quarterly revenue
with launch of
“Better For It”
campaign
Source: https://sallyu.com/2015/05/15/the-power-of-women-in-business-female-portrayals-in-advertising/

4. 4
CAMPAIGN OBJECTIVE
1) Associate FREEFORM and ADIDAS with a
movement that celebrates all women.
2) Inspire women to be game-changers.
3) Increase consumer engagement
using a digital multiplatform campaign

5. 28
#ChangeTheGameBrought to you by Adidas
CAMPAIGN STRATEGY
Give women 18-34 a reason to believe in Adidas
again by aligning the “Here to Create” campaign with
#ChangeTheGame

6. 6
STAGES
Sweepstakes
Social Engagement
Freeform Activations
NICKI MINAJ
1. Launch Partner
• #ChangeTheGame tune in
campaign with ‘Nicki Cast’ driving
to sweepstakes page
• #ChangeTheGame Social Callout
- Nicki Screening Show
- Freeform Network Support

8. The single-camera comedy is inspired by the story of, former Adidas
Ambassador, Nicki Minaj and her family’s immigration from Trinidad in the
1990s. Her growing up in Queens, New York, with her vibrant family, and the
personal and musical evolution that lead to her eventual rise to stardom.
NICKI
Ariana Neal
Selita Ebanks
Wesley Jonathon
McCarrie McCausland
Whoopi Goldberg
Presented by Adidas

9. LAUNCH PARTNER
In a tune in campaign show cast will share how they #ChangeTheGame with
Adidas. We will run co-branded content wraps featuring the cast perspective
on the new season. Adidas has the opportunity to integrate product and
brand messaging into these custom spots.
Sponsorship Elements:
On Air
• Inclusion in: tune-in campaign promoting series launch; 15 tagged (10x)
leading up to premiere
• Three (3) :15 hosted content wraps
Digital
• Co-branded online media units to promote series launch and drive to
sponsored content, one week prior to premiere to drive viewership
Social
• Co-branded social media campaign tagging @Adidas
• Freeform network support
Presented by Adidas
Sponsorship Elements:
On Air / Social / Digital

13. Nicki Premiere Launch = Social Engagement Opportunities

14. TALENT PARTICIPATION
Harry Shum Jr.
Emma Ishta
20.3K 51.8K 14K
13.6M
864K 666K
Lucy Hale .
5M
1.1M
5M+

15. SNAPCHAT TAKEOVER
• Freeform talent can use Snapchat
as a tool to engage with fans at
Launch Party
• Opportunity for campaign
participants to feel involved by
continuing to watch snaps
• Snapchat spotlight feed can offer
advertisement opportunities for Adidas

16. Sample Live Story Flow:
MORE THAN 60%
of US 13 to 34 year-old
smartphone users are
Snapchatters
100
MILLION+
Daily active users on
Snapchat
Freeform
‘Nicki’
NIELSEN
account team will share
campaign mobile Digital Ad
Ratings results

18. M
THANK YOU!Andrielle Beamon, Elizabeth Bagu,
Michelle Luna, Gianfranco Becattini, Jazmia Dibra,
Mary Henry, Malik McNeil,