Adidas Women's Running Digital Marketing Strategy
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WOMEN’S R UNNING DIGITAL MARKETING STRATEGY JEN NIFE R MILLER 7 AP RIL 201 4
description
My final project for my New Media Driver's License class.
Transcript of Adidas Women's Running Digital Marketing Strategy
WOMEN’S
RUNNIN
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DIGITA
L MARKETI
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STRAT
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Our Goals
• Establish quality, relevant, and motivational connection
• Increase brand awareness within the sport of women’s running
• Expand adidas’s athletic identity
Our Audience
Female runners
Ages 18–33
All levels of running
BREAKING NEW GROUND: SCOPE OF 12-MONTH CAMPAIGN
Give doubt an education in
power, confidence, and speed.
Show them you’re built to win.
Run with defiance. Run with
commitment. Run with adidas.
OUR B
IG ID
EA:
REDEF
INE
WOM
EN’S
RUNNING,
REFRAM
E
ADIDAS
One element that differentiates Nike from adidas is its social
media outreach.
COMPETITIVE ANALYSIS
Social Media: Focuses on sharable digital content.
• Facebook• adidas #mygirls running page• Correspond with Twitter #mygirls campaign
• Twitter• Current pages: @adidasWomen, @adidasRunning• Suggested tags: #adidaswomensrunning, #adidasallin, #runwithadidas
• Instagram• Targeted promotional, inspirational, and motivational images with our products• Contain women of all races and sizes
Website and Blogging: Focuses on inspirational stories of professional athletes and everyday runners with exceptional stories in addition to company updates, news, and promotions.
• Current site: http://mygirls.adidas.com/com/• Include more of new target audience• Overcome obstacles and achieved excellence in running
FOCUSED BRAND TOOLS AND TACTICS
FOCUSED BRAND TOOLS AND TACTICS
We selected keywords that associate adidas with excellence,
quality, and expertise. Top Running Shoes for WomenThe top running shoes for performanceBoost your run with Adidas women's shoeswww.adidas.com/us/content/running/
Best Running ShoeRun your best with Adidas WomenShop new arrivals and favoriteshttp://www.adidas.com/us/
Best Shoe for RunnersAdidas Women Energy Boost ShoesShop the best shoe guaranteedhttp://www.adidas.com/us/content/running/
RUN WIT
H ADID
AS: BE
MOBILE
ADIDAS #MYGIRLS
smartphone appTrack times, mileage, and goals
Provide various race and training programs
Connect runners with other runners in their community based on location(GPS functionality)
OUR PROJECTED BUDGET
As per Google AdWords advertising, our blogging expansion, and our app development.
Grand Total: $363,125
Google AdWordsDaily budget: $825 Clicks per day: 207Impressions per day: 1.27k–8.91kAd position: Between 1 and 4
Total: $301,125
Blogging/website Allotment: $1,000 per month(http://mygirls.adidas.com/com/)
Total: $12,000
Adidas #mygirls Running appAllotment: $50,000 per year
Total: $50,000
• High traffic on blog and website, monitored by Google Analytics
• A milestone of 6,000 likes on the new adidas #mygirls running Facebook page
• An increase of 2,000 followers on Twitter
• A milestone of 3,000 followers on Instagram
• Notable increase of online sales (a measure of before and after the campaign)
CAMPAIGN PERFORMANCE INDICATORS
We will continue our identity as a global
leader with a passion for sports and an athletic lifestyle.
