How Adidas is using WhatsApp as a direct marketing channel – Digiday
Adidas is using the Facebook-owned mobile messaging app WhatsApp to move into direct messaging.
How Adidas is using WhatsApp as a direct marketing channel. Copy-paste from Digiday:
“The brands that get this right will be the ones that understand just how private message platforms are and how privileged they are to be invited in.”
“100% Unfair Predator” campaign. Earlier this month, Adidas opened up a hotline on WhatsApp for people in need of a footballer to cover for unreliable teammates on their team. Adidas-sponsored players were made available for games last week once fans had shared some basic information with the hotline such as the game they need the player for. The company’s marketers would notify fans on the morning of their game if they’re request was successful. The rented players turned up dressed in Adidas’ new Predator20 Mutator footwear.
“Tango Squad” community — a group of young footballers across 15 key cities worldwide who were given exclusive access to new drops before anyone else and were invited to exclusive events. The groups were between 100 and 250 people.
L.O.V.E. this espresso for the mind. Difference between empathy and sympathy by Brene Brown. ‘Feeling with people’ instead of the ‘ohhh… that’s bad. At least….’ Must view for the Monday morning, how to really connect.
‘Organic reach died years ago. Marketers just forgot to bury it.’
‘Brands are continuing to over-invest in content that almost nobody sees’
‘…promised brands and agencies freedom from the confines of paid media, then completely changed the rules of the game. … You’re probably still clinging to the notion that your brand or client can get something for nothing through so-called “owned” media. But that’s always been a flawed mindset.’
‘about 50:50 balance production : media’
‘The data-fueled engines on social media enable brands to tell a story that grows chronologically on a one-to-one basis. This is probably the most compelling component of social media marketing because it enables brands to drive brand metrics and generate revenue simultaneously. It’s no longer a choice between creating a branding campaign verse a direct-response campaign. Rather, it’s about creating a cohesive story where the upper and lower funnel work in harmony.’
Credits to @Ashley Vinson for sharing.
Opinion: It’s time to blow up your owned media strategy
Brands are continuing to over-invest in content that almost nobody sees.
Vertical video: creative tips from Quentin Jones – Creative Review
Creative Review is exploring the art of vertical storytelling in a new video series created in partnership with Facebook and Instagram. Here we talk to director Quentin Jones about creating playful content for Stories and adapting her work for different formats
“The first thing is to start talking the language of finance. We don’t help our case when we talk about brand-building in terms of awareness, image and ‘touchy-feely’ terms. Brand building is about selling. It’s about revenues and cash flow, but it’s about durable revenues and cash flow, over longer time periods. We have to help CFOs to understand that some marketing activity gives you an immediate short-term delivery of sales,” gotta love Les Binet
Les Binet on why long-term marketing matters in the age of short-termism | WARC
In this exclusive interview for WARC’s annual Marketer’s Toolkit, Les Binet – Group Head of Effectiveness at adamandeveDDB and a leading researcher on marketing effectiveness – speaks to WARC’s Anna Hamill about the practicalities of long-term brand building, how to convince the CFO, and smart ways…
Love this! Why your first 3h of work matter and how to easily increase your productivity. “The Myth of the 8 Hour Workday: the traditional 9–5 is poorly structured for high productivity. ”
The obvious link between work and fitness: “To get the best results in your fitness, research has found that shorter but more intensive exercise is more effective than longer drawn-out exercise. The concept is simple: Intensive activity followed by high-quality rest and recovery.”
“The most productive countries in the world do not work 8 hours per day. Actually, the most productive countries have the shortest workdays.”
This Morning Routine will Save You 20+ Hours Per Week
The traditional 9–5 workday is poorly structured for high productivity. Perhaps when most work was physical labor, but not in the knowledge working world we now live in. Although this may be obvious…
Key takeaways • The top publishers on Facebook remained mainstream publishers, with Fox, NBC, and CNN in the top three for the quarter. • Overall engagement to web content was up compared to Q3 of 2018, but down compared to Q2 of this year. • The very top stories were often viral in nature, even though the overall trend among top publishers was towards political news. • LADible was the top native publisher on Facebook again this quarter, though with significantly fewer engagements than in Q2. • Photo made a comeback this quarter, with nearly as many of the top 10,000 Facebook posts from Pages being photos as native videos. • The top Page and posts by reaction varied widely, and it was rare to see a Page or post be the top performer in more than one category.