Adidas combats consumer fatigue with small scale influencers

4 months ago

Driven by the insight that a large part of its target audience wants to create their own fame but can’t because they lack the global reach of a brand like Adidas, the company has latched on to a network of low-key network of micro-influencers.

A prime example is Ehsan Abassi, who took part in a series of football events run by Adidas.

How Adidas featured Ehsan in its marketing efforts

He then joined the brand’s micro-influencer network and became a fully-fledged member of its Tango Squad FC football team.

Adidas marketers used data from YouTube to help decide what players to focus on and the frequency of scene changes.

Conclusions were then used to change direction on the production team’s choices in terms of commissioned content and direction of the season.

Speaking to DigiDay UK, Stephen Cleary, social media manager at Adidas Football Global said that “whether it’s through paid media or on Stories on either Snapchat or Instagram there’s a place for six-second ads to promote your latest product.”

So far, the episodes have garnered 41 million views across YouTube, Facebook, Instagram and Twitter.

According to Adidas, 17 million of them were unique viewers. The company’s YouTube channel has so 1.4 million subscribers so far, which have been acquired over the past 18 months.

Source: DigiDay UK



Malaysian CMO Awards 2019 Open for nominations

Rewarding the Bold & the Brave

Held on the evening of the Conference, this award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners. There are 30 categories at the Malaysian CMO Awards.

All entries across all 30 categories for the inaugural year is FREE. There is no reason why you should not nominate your pick for each category here.
The Deadline for nomination ends on 25th of October 2019

The 8th Malaysian CMO Conference & Awards

15th November 2019

The Grand Ballroom, Sime Darby Convention Centre, KL.

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