ADIDAS WOMEN S RUNNING: DIGTIAL MARKETING STRATEGY PROPOSAL Introduction Adidas is a German corporation that manufactures athletic apparel and accessories, including shoes for various sports, swimwear, and workout gear. It also is the holding company of adidas Group, which additionally encompasses the brands Reebok, Rockport, and TaylorMade. Adidas strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. Because Adidas values performance, passion, integrity, and diversity, these ideas will be the foundation of the Women s Running Digital Marketing Campaign. Target Audience Adidas s Women s Running Digital Marketing Campaign strives to reach young female runners of all levels of athletic ability between the ages of 18 and 32. This demographic is particularly important and influential for establishing strong brand awareness and brand loyalty in the digital age. Goals of Campaign The Women s Running Digital Marketing Campaign aims to ultimately increase sales in our running products for women through several means. We want to establish a quality, relevant, and motivational connection with women and to running culture with social media outreach, blogging, and advertisements. Our brand awareness as the go- to running brand will increase as we create a relationship with our target audience. We want to
expand the Adidas identity as a company that not only supports our female runners with messages of impossible is nothing as they continue in their journeys but also the company that provides them with the best sports equipment to get them there. The Big Idea 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. Adidas s Women s Running Digital Marketing Campaign challenges the standard of female athleticism: excellence without recognition, being told no as a woman, and being secondary in the world of sports. With our slogan and promotional materials for our products, we re demonstrating empowerment and showing women runners that they can and will succeed in every practice run, in every race, and in every challenge. Competitive Analysis Our direct competitor, Nike, has several methods of promoting female athleticism with its products similar to our own. One element that differentiates Nike from Adidas is its social media outreach. Nike has a Facebook pages specifically for women and for women runners. It features many visual promotional ads featuring its products with motivational images and statements. Below are links to example pages: https://www.facebook.com/nikesheruns https://www.facebook.com/runnikewomenseries https://www.facebook.com/niketrainingclub Tools and Tactics Our approach includes various digital platforms to ensure our intended audience is impacted by our message. Social Media: Focuses on sharable, digital content. Facebook While we have an Adidas Running Facebook page that is currently promoting our newest line of running shoes, we do not have a page that directly targets female runners, as seen in our Competitive Analysis. We would create and maintain a Facebook page, adidas #mygirls running, to expand on and correspond with our #mygirls Twitter campaign.
Twitter We currently have a campaign in place called #mygirls on our @adidaswomen page, which promotes female athleticism though anecdotes with our products (also featured here). With hashtags such as #adidaswomensrunning, #adidasallin, and #runwithadidas either on our @adidaswomen page or@adidasrunning page, we can categorize textual and visual posts directed toward female runners and our women s running products. Instagram As we are suggested to do with Twitter and Facebook, we want to create an Instagram page targeted toward female runners with promotional, inspirational, and motivational images with our products that align with our campaign message and slogan of empowerment through running. We want our visuals to contain women of all races and sizes to match our value of diversity and show inclusion to the public. Blogging: Focuses on inspirational stories of professional athletes and everyday runners with exceptional stories in addition to company updates, news, and promotions. We would like to expand our current platform to include more stories of women in our target audience s age range (18 33) who have overcome obstacles and achieved excellence in running. We would include not only well- known women but also stories from our everyday female runner to establish a relatable connection between our company and our consumers. Google AdWords: Keywords with low to medium competition. With our Google AdWords campaign, we selected keywords that associate Adidas with excellence, quality, and expertise in athletic gear for running. Our samples below detail ideas for how we would advertise our running shoes, a primary accessory for women runners. Samples Top Running Shoes for Women The top running shoes for performance Boost your run with Adidas women's shoes www.adidas.com/us/content/running/
Best Running Shoe Run your best with Adidas Women Shop new arrivals and favorites http://www.adidas.com/us/ Best Shoe for Runners Adidas Women Energy Boost Shoes Shop the best shoe guaranteed http://www.adidas.com/us/content/running/ Mobile Strategy We propose an Adidas #mygirls Running smartphone app that would track times, mileage, and goals; provide various race and training programs; and connect runners with other runners in their community based on location (GPS functionality). An app with these features would allow women runners to positively associate Adidas as an expert in running, thus promoting brand awareness. Length of Campaign We aim to run the Women s Running Digital marketing campaign for one year (12 months) to test the public response to our social media outreach, our women s running brand redevelopment, sales, and interaction with our blog and website. If the campaign matches or exceeds our Key Performance Indicators (detailed below), we will extend our campaign another year to further promote women s running. Budget Our budget encompasses the cost of Google AdWords advertising (using the keywords featured in our samples), our blogging expansion, and our smartphone app development. Google AdWords Daily budget: $825 per day Clicks per day: 207
Impressions per day: 1.27k 8.91k Ad position: Between 1 and 4 Total: $301,125 Blogging/website expansion, http://mygirls.adidas.com/com/ Allotment: $1,000 per month Total: $12,000 Adidas #mygirls Running app Allotment: $50,000 Source: http://appmuse.com/appmusing/how- much- does- it- cost- to- develop- a- mobile- app/ Budget Grand Total: $363,125 Further financial needs will have to be submitted and approved. Key Performance Indicators After a year (12 months), we plan on measuring the success of the Women s Running Digital Marketing Campaign on the following criteria: High traffic (visits and comments) on the Adidas #mygirls 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 with use of the new hashtags A milestone of 3,000 followers on the new Instagram page Notable increase of online sales (a measure of before and after the campaign) Our goal is to analyze our current approach and modify campaign elements, if needed, to better establish our brand identity with women in the sport of running.
Summary Adidas s Women s Running Digital Marketing campaign will break new ground in our sales and advertising toward female athletes whose passion is running. By further connecting with this market, we will continue our identity as a global leader with a passion for sports and an athletic lifestyle.