Posted on by Raihan Hadi
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Adidas combats consumer fatigue with small scale influencers
14 Jun
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.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
