How Adidas Wins on China Digital & Social Media.

ADIDAS GIRLS CHINA SOCIAL CAMPAIGN REPORT

© 2014 RESONANCE CHINA ALL RIGHTS RESERVED

S O C I A L C A M PA I G N R E P O R T

C H I N A !


REPORT SAMPLE PREVIEW T H I S C O P Y I S J U S T A S M A L L S A M P L E

Get the full version online: hGp://www.resonancechina.com/china-‐social-‐branding-‐report/


Welcome to the China Social Campaign Report.

ABOUT CSCR

KEY TAKEAWAYS

CAMPAIGN

QUESTIONS

CONTACT

HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

ABOUT THE CSCR MarkeYng campaigns in China provide a unique opportunity to observe brands acYvaYng and integraYng their digital

and social channels. Whether in service of a new product launch, brand heritage exhibiYon, or seasonal sales

promoYon, campaigns reveal each brand’s blueprint to creaYng buzz, engaging fans, and driving conversion.

LEARNING FROM EXAMPLE These reports will take a deep dive into the strategy and

mechanics behind the stages of each campaign. At this level of detail, we’ll learn just exactly how marketers integrate

the properYes of each digital asset in combinaYon with offline acYviYes and KOL influence to achieve their

objecYves.

ASK US ANYTHING This report will open the door to deeper quesYons. For this purpose, we’ve created a subscriber forum at

resonancechina.com/answers where readers can ask us anything from the report. We’ll have our researchers and

strategists moderaYng the forums and ready to answer any quesYons asked with professional experience and addiYonal

supplemental research when required.

ABOUT RESONANCE

Created in 2009, Resonance is a preferred China social media and branding agency, with a specific focus on

fashion, luxury, and lifestyle brands; headquartered in Shanghai, China. To find out more, visit us at

resonancechina.com


Launch event leverages celebrity and KOL participation to create excitement for campaign fitness activities. 1. CAMPAIGN LAUNCH Adidas hosted a launch event in Shanghai featuring Hebe and aGended by influencers and media members who live-‐tweeted through Weibo. The Adigirls account posted event photos to create buzz, as well as releasing a highlight video shortly ager its conclusion. 2. EXPERIENCE TOUR The Shanghai campaign launch also marked the beginning of a regional experience tour that traveled to major ciYes and provided group fitness acYviYes as well as retail sales promoYons for parYcipants.

21

TEASER LAUNCH SUSTAINED


1 3

Adigirls minisite creates a social platform for group fitness and gamifies campaign participation. 1. ADIGIRLS WECHAT MINISITE The Adigirls WeChat minisite (Weizhan) is a social fitness plakorm that allows followers to create groups and earn campaign points through exercise missions and product sharing acYviYes. 2. GROUP ACTIVITY FEED Ager creaYng a social fitness group, users can add friends through WeChat message invites. The acYvity feed tracks points awards, campaign acYviYes and fitness missions. 3. FITNESS MISSIONS Users can select fitness challenges from this area categorized by acYvity type such as running, shaping, or mulY-‐day missions. 4. MISSION DETAIL There are countdown Ymers to complete each mission with certain tasks tracked by smartphone GPS and moYon sensors. If all group members complete the same mission within the countdown period, mulYplier bonus points are awarded. 5. POINTS REDEMPTION Ager accumulaYng campaign points through missions and campaign acYviYes, followers can redeem products and prizes through the minisite.

TEASER LAUNCH SUSTAINED

5

2

4


ASK US QUESTIONS IN THE FORUMS Digital in China can be complex, and there are always quesYons that this report cannot answer. For this reason we’ve created a Q&A forum where you can log in and ask us any quesYon from this report, and our staff of consultants will get back to you with answers within 48 hours. YOUR PERSONAL CONSULTANT Our consultants are made up of our research and strategy teams, who have access to Resonance’s community managers. Everyone on the forums has pracYcal experience running social, digital campaigns in China and are the most qualified to help answer your quesYons.

HAVE A QUESTION? ASK: RESONANCECHINA.COM/ANSWERS

Have More Questions? We’ve Got Answers Online.

Ask any unanswered ques.ons in the CSBR forums!

ABOUT CSCR

KEY TAKEAWAYS

CAMPAIGN

QUESTIONS

CONTACT


谢谢 CONTACT US Lvl.2; 1035 Changle Road; Shanghai 200031 Office: 86.21.5302.8238 x8008 Email: [email protected]

VISIT US ONLINE Website: www.ResonanceChina.com

How Adidas Wins on China Digital & Social Media.

Marketing

Transcript of How Adidas Wins on China Digital & Social Media.