Great read! why adidas shifts its digital comms strategy… “4 yrs ago its #attribution modeling was based on last-click and it didn’t do any #brandtracking. It also focused on #efficiency over #effectiveness, leading it to look at specific KPIs and how to reduce their cost rather than what was in the best interests of its brands.”
“Adidas introduced a new campaign framework with emotional, brand-driving activity at the centre. This was an attempt to connect with consumers around major campaigns three or four times a year, while at the same time Adidas ran advertising with a rational message.”
Adidas: We over-invested in digital advertising
Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
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how Adidas uses dark social to build communities and has not solid solution for the measurement
The goal of GamePlan A is not, however, to drive readers to eventually purchase running shoes or track jackets.
Rather, it’s to engage and retain employees, and build a unifying company culture through content that “tackles work-life with an athlete’s heart,” according to Director of Content Strategy and Content Marketing, Frank Thomas.
Why Company Culture is MVP of adidas’ Content Strategy: Q+A with Frank Thomas
why does Adidas has GamePlan A and how does it work?
How Adidas Creates Moments of Relevance
Gotta Love Adidas… “It’s in the hands of the creative industries to reinvent faulty materials, products, and business models. The consumer can boost the demand for change. But it’s up to eco innovation leaders, like adidas, to make change a reality. With this shoe we demonstrate what’s possible.”
Adidas combines content with a platform, based on lifestyle, not on products. How to expand your brand?