adidas 數(shù)字年度傳播策略

1ORIGINALSSS2016DIGITALPLAN400+PASSIONATEDIGITALMARKETERSSHANGHAI

BEIJING

GUANGZHOUGLOBALVML/Y&RNETWORKDIGITALAGENCYOFTHEYEAR

CampaignAsia2014,ChinaDIGITALAGENCYOFTHEYEAR

AsratedbyChinaAdvertisingProfessionals,R3AgencyScope2014AGENCYOFTHEYEAR

MobileMarketingAssociation2013,ChinaASIATOP100TECHNOLOGYCOMPANY

RedHerring2013,AsiaCHINAThe

Brands

WeWorkWithCONTENT2016DIGITALCONTEXT&STRATEGYCONSIDERATION

SS16DIGITALEXECUTIONPLAN&MARKETINGROLL-OUTCALENDARCAMPAIGNEXECUTIONTEAM&FEESQ&A4YOURBRIEF:

Brand

Vision

Product

Focus

Communication

Direction

Target

Consumer

Communication

Focus

2016

Digital

Topline

Strategy

…5OURTAKEAWAYS6GETStreetwear

Hounds(20-25

YO)&Communication

TA

(16-20

YO)TOPrefer

&

Buy

adidas

OriginalsKey

Considerations:

PRIMARY

FOCUS:

FTW

to

drive

Originals

brands

moments

Designing

full

year

digital

activation

through

an

resonating

story

of

future

with

engagement

to

drive

purchase

intentHigh

ROI

within

RMB

2.5

millionBYTelling

Futurestory(Challengethestatusquoofbleakfuture)THE

CHALLENGEHOW

TO

MAKE

FUTURE

TRULY

RESONATING

WITH

SH&CT?AND

TRANFORM

IT

INTO

STRONG

PURCHASE

INTENT?7TWO

DIFFERENT

TARGET

GROUPS

STREETWEAR

HOUNDS

&

COMMUNICATION

TA8Alex,

male,

24

YO,SHAvg.2KspendonfashionmonthlyWangYan,

female,

19

YO,BJ500-1000spendonfashionmonthlySource:

In-depth

interview

in

BJ

&

SH,

China

trends

brand

report

by

CBNweekly

ALEX

STREETWEARHOUNDS:

Pursue

Distinctiveness

/

Into

Spotlight9Wang

YanCOMMUNICATION

TA:

Seek

For

Ensured

Style

/

Follow

Icon

Active

CONTENT

CREATORPopularCONTENTCONSUMEROwn

special

edition

or

stuff

with

unique

design

storyStreetculture

as

a

lifestyleCreatepersonalshow-room

or

albumondigitalOnly

sharestuffs

which

make

me

looking

coolFollowthehitentertainmentcontent&celebritiesShareselfietagwithbrand&locationFollowthetrendsofcelebrities&fashion

iconEnsure

I

can

have

the

best

styleDIFFERENT

CATEGORY

MOTIVATION

&

DIGITAL

/

CONTENT

BEHAVIORSALEX

STREETWEARHOUNDS:

INVITE

&

ENABLE

ME

TO

CO-CREATE10Wang

YanCOMMUNICATION

TA:

BE

REACHED

&

RECOMMENDED

TO

MEDIFFERENT

CATEGORY

MOTIVATION

&

DIGITAL

/

CONTENT

BEHAVIORSPI

DriverPI

DriverRelevance:

Unique

brand

POV,

resonating

with

meExperience:

Enable

me

to

shape

the

culture

within

my

domain,

both

digitally

and

on-groundShow

Me

The

Stuff:

The

product

has

the

storyReach:

See

people

wearing

Originals

looking

cool

in

entertainment

show,

digital

or

social.

I

can

be

cool

also.Recommendation:

Iconic

brand

or

hero

products

endorsed

by

celebrities,

media

or

KOLs11LEVERAGE

3KEY

PIDRIVERS,

DIGITALLYREACHRECOMMENDRELAVANCECut-thru

Key

MediaWith

Great

Stylish

LookEsp.

By

Design

Or

Culture

Contents

&

KOLsEmotional

ResonationNot

only

feature

product,

feature

the

overall

styleNot

only

the

look,

push

for

the

storyNot

only

choose

the

right

media,Choose

the

right

behaviors

&

engagementsMaximize

the

recommendation

from

celebrities,design

and

culture

KOLs

&

contentsEncourage

recommendation

among

SH

&

CT

peers

with

incentive

linking

to

product

&

salesTruly

resonating

story,

strong

attitude

&

unique

brand

role

to

build

emotional

relevanceLeverage

key

occasion/context

to

build

product

relevance12CHALLENGE

THE

STATUS

QUOCHALLENGE

THE

STATUS

QUO

OF

BLEAK

FUTUREHow

to

make

future

really

RESONATING

with

Chinaconsumer?How

they

think

about

future?

FUTURE

IS

A

HOT

TOPIC,

10+

BRANDSARE

TALKING

ABOUT

FUTURE13Embrace

FutureCreate

FutureFuture

starts

nowWhat

is

Originals’

future

story?CONSUMER’S

VIEW

ABOUT

FUTURE14明天和意外，不知道哪個(gè)先來你想做的今天就去做吧You

never

know

tomorrow

is

coming

or

not,

the

most

important

is

to

stick

to

your

original

intent

and

start

from

todayCONSUMERSVIEWABOUT

FUTURE15與其把未來活成別人的期待還不如從這一刻起成為別人向往的未來Liveintheirexpectation,

orwemaketheirexpectationin

our

own

original

wayCONSUMERS’

VIEW

ABOUT

FUTURE16我的未來，不想跟別人“撞衫”但我不介意成為下一季的流行趨勢(shì)I

don’t

want

to

copy

others’

future,

but

I

don’t

mind

to

originate

my

future

for

others

to

aspire

CONSUMERS’VIEWABOUT

FUTURE17現(xiàn)在的你是過去的你所創(chuàng)造的未來的你是現(xiàn)在的你所原創(chuàng)的You

are

what

you

created

yesterday,You

will

be

what

you

originate

today.in

their

vision

future

future

has

not

been

written

yet

up

to

you

to

ORIGINATE

your

own

future18To

differentiate

with

other

brands

future

story:

Embrace

Future

/

Create

Future

/

Future

start

from

now19ORIGINAL

POV

ON

FUTUREORIGINAL

EXPERIENCECREATEORIGINALS

DESIRELeverage

celebrities

and

KOLsTo

originate

your

futureinaimpactfulwayLink

with

Originals

product,retail

and

purchaseORIGINATEYOURFUTUREStronger

Attitude:

You

eitheroriginate

your

future,or

there

is

no

futureUnique

Brand

DNA:

Original

as

a

POV,aswellasthebrandidentity3

winning

approaches:Originatemyownfuture未來，是什么樣的？在什么地方？誰(shuí)能幫我畫出來？能不能模擬一個(gè)看看？有沒有模版？可不可以推算？度娘谷哥辭海字典？能不能查的到？到底誰(shuí)見過？未來還沒開始，究竟，誰(shuí)能知道？未來，根本不存在。因?yàn)?，你還沒去把它創(chuàng)造出來。OriginatefutureNofuture如果你覺得，未來，只是更多的音樂，更多的封面，更多演唱會(huì)，更多頒獎(jiǎng)禮，那你錯(cuò)了，未來，根本不存在。誰(shuí)見過未來的樣子，未來還沒開始，究竟，誰(shuí)知道。（未來還未來，我，還在創(chuàng)造未來，你，來不來？）如果你覺得，未來，只是更多的顏色，更多的造型，更多的態(tài)度，更多的流行，那你錯(cuò)了，未來，根本不存在。誰(shuí)見過未來的樣子，未來還沒開始，究竟，誰(shuí)知道靠近adidas專賣店神秘禮包將自動(dòng)打開。PGC+UGCEXPLODESOCIALBUZZ50,000+POSTERSOFNOFUTUREINSPIRATIONTopfashionstylistProfessionalDesignerCommonconsumerXOriginatefutureNofutureNobodyknowswhatdoesfuturelooklikeThefutureonlybelongstoyourselfOnlyyourselfcandecidedwhatdoesitlooklikeOriginatefutureIamoriginatingfuturehereWillyoujoinme?YourLocationYourCity’sLandmarksWorld‘sLandmarksCelebrityProductAnd

your

IDONE-SHOTSMOOTHH5EXPERIENCETOORIGINATEYOUROWNFUTREHIGHLYTARGETEDPUSHTOHYPEUPBRANDEXPERIENCE45TAGETLOCATION:OriginalsretailTARGET

TA:

Male&Female(Age.16-25),

TARGET

Content:

Fashion

APPs

etc.APPTYPE:Commercial個(gè)燈專業(yè)投放系統(tǒng)——百聯(lián)投放廣告品類：商業(yè)投放商圈：陸家嘴，人廣區(qū)域用戶畫像：CDB及周圍住宅區(qū)男女用戶陸家嘴人民廣場(chǎng)點(diǎn)擊通知CTR:7.3%通知欄（待機(jī)）通知欄（下拉）廣告詳情頁(yè)CREATE

RETAIL

EXPERIENCE

WITH

THE

ORIGINAL

SPARK48AMPLIFYCAMPAIGNEXPERIENCEPC-HUBRETAILDISPLAYINTERACTIVEOOHPRODUCTBOXMOBILEENGAGEMENTOriginatefuture50,000個(gè)500,000個(gè)NofutureWHYWELOVETHEIDEA50DesigningTheFullYearDigitalActivationByCommunicatingORIGINATEYOURFUTURETo

Enhance

Brand

Preference

&

Drive

PIUniqueBrandDNAIntegratedCreatingExperienceMaximizeWOMDrivePurchaseIntentPrioritize

brand

campaign

withuniquecommunicationthemeonoriginateyourfutureThe“right”digitalactivation,integrating

P/O/E

media

execution

with

one

single

minded

ideaUtilize

digital

technology

to

create

more

engaging

experience

beyond

traditionalH5StrongPOV&

Fully

leverage

celebrities

influenceLink

with

retailEncouragepeerssharingLinkingwithincentives51KEYFOCUSPAID

Buyingefficiency

CPM,CPC,etc.EARNED

Engagementconversion,

Amplificationreach51Paid

IMPRESSIONS

150,000,000Paid

CLICKS

300,000Paid

UNIQUE

VISITORS

120,000Paid

PAGEVIEWS

360,000Earned

IMPRESSIONS

18,750,000Earned

CLICKS

331,875Earned

UNIQUEVISITORS

331,875Earned

PAGEVIEWS

995,625ENGAGEMENT1,355,625INCLUBAPP

COOPERATION0.20%1.77%3MM

MEDIAINVESTASSUMEDAvg.CPM:

￥20CPC￥4-5(OTV)

￥1(inapp)40%300%100%300%THEPOWEROFINTEGRATINGPAID/EARNED

-KPI

ESTIMATEDCOSCOMMERCIALCAMPAIGNCONSIDERATION52STRATEGICTHINKING:MaximumCOSproduct

exposureonTAactivesocialplatformProvideaspecialtooloflightengagementwhichhelptoincreasePI;TeaserFUTUREcampaignUploadphotos&utilize“THREESTRIPES”stickeronNiceor黃油相機(jī)GainadiscountcodefromNiceor黃油相機(jī)RetailpurchasewiththediscountcodeSPECIALTHREESTRIPESSTICKEROR+MARKETINGROLL-OUTCALENDAR(DEC.–Mar.)53Dec.Jan.Feb.Mar.CAMPAIGNFutureCampaignPhase1CampaignSite:“沒有未來”Phase2CampaignSite:“創(chuàng)造未來”PAIDMEDIAEPRadvertorial(NMD,Tubular,ZXFLUX,SuperStar,COS)COSProductContent“開始”NMDContentCampaignMediaSupport：VerticalFashionMedia:PGCMediaBannerSOCIALMEDIAPhase1SocialCampaign:4celebritiesPGC&KOLs’contentUGCPhase2SocialCampaign:Global6KOLscontentLocalKOLsamplificationFinalevideospreadTubularProductContent“先進(jìn)未來”NMDProductContent“探索未來”NiceCo-op:O20promotionviaUGCSS16

BRANDCAMPAIGNKEYMILESTONE54201513thNov.VMLtopresenttheupdateddigitalplan(2ndround).

20thNov.Originalsteamtoconfirmtheupdateddigitalplan27thNov.Originalsteamconfirmthequotation&wireframe;EarlyofDec.VMLtostartproduction201629th

Jan.Phase1CampaignLaunch11th

MarPhase2CampaignLaunchSS16

BRANDCAMPAIGNEXECUTIONTIMELINE552016DIGITALPRODUCTIONBUDGETALLOCATION56JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECSSBRANDCAMPAIGNFWBARNDCAMPAIGNTubularNMDZXFLUXNMDTubularCAMPAIGNPERIODFWCAMPAIGNCAMPAIGNWEIGHT1.1MM1.0MM0.4MMTOTAL:2.5MM(Incl.6%tax)PRODUCTSSBRANDCAMPAIGNCOSTDETAILS57

SS16BRANDCAMPAIGNTotal1,110,000(Incl.6%tax)H5SiteProduction650,000Mechanism/wireframedevelopment50,000Creativelayoutdesignandillustration150,000Productionphase1-NOFUTURE-Tubular(Poster)200,000Productionphase2-ORIGINATEFUTURE-NMD(VideoUGC)250,000Shooting250,000Shooting(SH/BJ/GZ/CD)200,000VideoEditing50,000ServiceFee210,000Creativeconcept&strategy130,000Account&Pro