Adidas social media campaign

1. Jeffrey Lehnerer

2. Company at a
Glance
Largest Product Lines
•Golf
•Originals
•Running
•Soccer
•Baseketball
•Baseball
Founded in 1948 by Adolf
Dassler
Parent Company of Adidas
Group
2nd largest sports apparel
manufacturer (Nike #1)
Dependence on Brand
Loyalty

3. CHALLENGES GOALS
 Effectively manage all  Grow customer base in
product lines golf, running, and
 Keeping current originals
customers (customer  Increase customer
loyalty) loyalty
 Maintain market  Increase sales
position

4. Interaction, Interaction, Interaction
Never post and run – always interact and
respond
1-3 Facebook posts per day and 7-10 Tweets per
day for each product line
10% of posts about product offerings, and 90%
about industry and interaction
Use Adidas Pros to communicate with users
(Derrick Rose, David Beckham, Reggie
Bush, Sergio Garcia)

5. Google Ads
Conversation has
started on social media  No “Buy Now!” Ads
platforms
Now customers will  Invite customers to website
Google the technologies
and products we have
talked about
(CLIMACOOL)  Spark Interest – drive site traffic
More narrow keywords
and ads can be used
•Less browsing, more
 Talk about technologies
shopping
•Less cost
•More defined clicks

6.  Adidas miCoach
needs to be
simplified
 Site needs to be
optimized for mobile
browsing
 App needs to be
developed for
Windows Mobile OS

7. The Pieces Become a Whole
Social media creates buzz-
sharing, retweets, mentions, links, stumble’
s, ect. spread the word about products and
technologies.
Google connects users to site- people
Google search to find out more about what
the buzz is about.
Mobile applications keep users coming
back- miCoach creates lifetime customers.

8. Measuring
Success
Number of new
followers on Twitter
Number of new likes
on Facebook
Percent increase in
web site traffic
Percent increase in
click-through rate
Overall increase in
checkouts
Overall increase in
adidas.com sales

9. Project Timeline (not
Facebook Timeline)
Within one year…
 Redesign Adidas miCoach- 1
•web site traffic will year from start to launch
increase by 50%
•click-through rate  Double likes within 1 year
will increase by 35%
•checkouts will
increase by 20%
 Double following within 1 year
•adidas.com sales
will increase 17%

10. This is only a small
slice of the budget for
advertising
Much of the mobile
cost will be on R&D for
miCoach which can be
expensed to R&D as
opposed to
advertising