Take a deep dive in to the social media metrics behind Adidas' incredible social media efforts as it engages fans and followers around the world.

1. Adidas
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Adidas Twitter

2. Adidas: Social Media Report
This report looks at how
Adidas
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
Adidas
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
22,086,490 742,155 3.48% Worldwide Mostly Young, Male and Single
Adidas

6. Engagement Score
102
Total Posts
28
Total Likes
70,930
Total Comments
3,212
Total Shares
13,553
Most Engaging Content Type
Ad Campaigns
Least Engaging Content Type
Product Updates
Most Prolific Content Type
Product Updates
Most Engaging Campaign
#Throwbackthursday
BRAND POSTS
Brand Overview
CONTENT & CAMPAIGNS

7. 20,800K
21,000K
21,200K
21,400K
21,600K
21,800K
22,000K
22,200K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
22,086,490
New Fans
742,155

8. Engagement
0
250
500
750
1,000
Adidas had an average engagement score of 102 and a highest of 896.

9. Community Analysis
Adidas fans are mostly Young, Male and Single Adidas fans are largely from Philippines followed by Vietnam.
Fan Demographics Distribution of Fans
60%
40%
male female
0% 10% 20% 30% 40% 50%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K
Philippines
Vietnam
Thailand
Brazil
Malaysia
Indonesia
Mexico
United States
India

10. 0
1
1
2
2
3
3
4
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Today 6
creators 3
icon 3
performance innovation 3
legend 3

11. Most Engaging Brand Posts
02-DEC-15, WED 9:01AM
Creators never follow.
Be who you are and create your own
game.
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
896 47,446 1,523 11,328 Positive
01-OCT-15, THU 11:45AM
The wait is over. Welcome, James
Harden.
07-OCT-15, WED 11:02AM
3D-printed performance footwear. This is
Futurecraft 3D.
Take a sneak peek at the future of
running ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
106 3,015 497 268 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
73 1,272 87 387 Positive
NO
IMAGE
NO
IMAGE
NO
IMAGE

12. Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25
0 50 100 150 200 250 300 350 400
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8
0 100 200 300 400
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

13. Most of Adidas posts were around 'Product Updates', and posts around 'Ad Campaigns' received the highest
engagement.
Content Intel
0 1 2 3 4 5 6
0 50 100 150 200 250 300 350 400 450
Brand News
Others
Event
Product Updates
Corporate Social…
Ad Campaigns
Photos
Deals/Offers
Occasion specific deals
Contest
Question to fans
Facebook App
Engagement Oriented…
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. In Adidas Posts about General Happenings, the category Festival/Greetings received the highest engagement.
Content Intel
About General Happenings
0 2 4 6 8
0 10 20 30 40
On Social Media
On Sports
Others
Entertainment
Question to fans
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts

15. Campaign Intel
0 1 2 3 4
0 10 20 30 40 50
Tracksuit Day
Futurecraft Leather
#YEEZYBOOST 350
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of Adidas campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

16. Analysis of
adidas Global
Twitter Account
Oct 01, 2015 - Dec 31, 2015

17. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
2,483,789 110,539 4.66% Worldwide
adidas Global
@adidas

18. Engagement Score
403
Total Proactive Tweets
45
Replies Total
62
Favorites Total
35,142
Total Mention
46,571
Total Retweets
25,592
Response Rate (%)
0.13%
Average Reply Time (mins)
110
BRAND TWEETS USER TWEETS
Brand Overview

19. 2,300K
2,320K
2,340K
2,360K
2,380K
2,400K
2,420K
2,440K
2,460K
2,480K
2,500K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
2,483,789
New Followers
110,539

20. 0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
161

21. Engagement
0
250
500
750
1,000
1,250
adidas Global had an average engagement score of 403 and a highest of 1,000.

22. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
45 1

23. Creators never follow. Be who you are
and create your own game.
https://t.co/RdyfDCt9Uu
02-Dec-15, Wed 09:00AM
ENGMT. FAV. REPLIES RETWEETS
1,000 18,305 455 15,458
Top Engaging Tweets
Some people play games. Others change
them. Rest in peace Jonah
https://t.co/HbbyaTygWw
Back to back. The greatest team ever.
https://t.co/kaehMU9hXH
18-Nov-15, Wed 03:50AM
ENGMT. FAV. REPLIES RETWEETS
695 1,356 20 1,377
31-Oct-15, Sat 01:49PM
ENGMT. FAV. REPLIES RETWEETS
504 762 35 799
NO IMAGE NO IMAGE NO IMAGE

24. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 5 10 15 20 25 30 35 40 45 50
0 50 100 150 200 250 300 350 400 450
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

25. 0 1
0 500 1000 1500 2000 2500 3000 3500 4000
#cgkicks*
#win*
#yeezyboost*
#fathershopcade*
#adidas*
#fnaa*
#zxflux*
#competition*
#mplaces*
#emabiggestfans1d*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

26. 0
500
1000
1500
2000
2500
3000
3500
4000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
cgkicks win yeezyboost fathershopcade adidas
Spread of Hashtags by day

27. Average Reply Time : 1 hours 50 minutes
0
200
400
600
800
1000
1200
1400
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

28. Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
5
10
15
20
25
30
35
40
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

29. 0
2000
4000
6000
8000
10000
12000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

30. 0
500
1000
1500
2000
2500
3000
3500
4000
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

31. Total number of Retweets : 25,592
-2,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

32. Total number of Mentions: 46,571
-500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

33. Influencers
Name Followers Tweets
CNN 23,902,389 1
The White House 9,602,021 1
Gareth Bale 7,936,299 1
Novak Djokovic 5,098,231 1
Rev Run 4,456,188 1
TOP 5 INFLUENCERS

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35. Thanks!
Pleasecontactus at NotJustNumbers@unmetric.comfor more information.