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adidas: Developing a long term social media strategy

Digital and social media marketing to engage with adidas’ fans

Brief

Initially appointed to raise online visibility for an Intelligent Shoe campaign. Then appointed directly by adidas to work on additional campaigns including World Cup 2006, ClimaCool, Predator vs F50 and brands, Impossible is Nothing, Basketball, Gumball Rally and miCoach. All campaigns were multi-lingual and multi-region across Ireland, France, Germany, Spain, Italy, The Netherlands and the UK. The challenge was to increase traction and engagement in a competitive and saturated environment.

Approach

Identified and engaged with key online influencers, and established long-term relationships that could be for future campaigns. Ensured all communications were unique to each market so that the tone, sentiment and translations were accurate and effective as possible. Blogger outreach, community engagement across forums and online PR to raise awareness and generate buzz. Developed a content strategy to provide online audience with exclusive and conversation-worthy content and social search undertaken to increase search visibility.

Impact

Our strategy for the miCoach campaign won a digital award from Marketing Europe magazine. More than 200+ blog mentions, which increased buzz about the brand and its products, driving traffic to microsites. In excess of 850,000 views on YouTube, and nine out of 10 page one results in search engines for competitive keywords and phrases. Set adidas’ 2007-2010 social media and digital strategy, giving the brand the confidence.


Tags: adidas, sports apparel, fashion, sports fashion, football, running, athletics, social media, online pr, blogger outreach, viral marketing, viral seeding