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brandlove adidas.vkontakte.ru
Brand «adidas Performance» Zhivechkova Olga (NLO Marketing/Digital Bar)
NLO MARKETING
NLO MARKETING DIGITAL AGENCY
Interactive digital intro
Attracting and retaining
HELPS: - to hold audience attention by
entertaining, - to increase constantly contact
duration.
social media
interactive instruments
interactive instruments
NLO MARKETING
NLO MARKETING DIGITAL AGENCY
digital is future
Goals in jan 2010:
– to cover TA: selected by client, M+F, Russia, related to the sports,
– to build the main digital communication platform,
– to support global and local digital advertising campaigns.
Global experience: facebook (minor audience in Russia)
87% TA in digital
more than 83% TA in social media (TNS)
intro
goals
NLO MARKETING DIGITAL AGENCY
TA in social media Main digital platform choice
0,5
1,7
7,5
20,8
20,2
25
0 5 10 15 20 25 30
Monthly Reach, Russia 12-54, mln
Vkontakte.ru is leading social network in Russia.
83% of our target audience using vkontakte.ru
31%
48%
52%
83%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
odnoklassniki.ru
My World (from mail.ru)
vkontakte.ru
Reach, Russia TA, % of all audience
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
content
adidas Sport
Vkontakte group
communication
Content
1 Digital communication platform
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
contests
content
adidas Sport
Vkontakte group
communication
Contests
2 Digital communication platform
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru Digital communication platform
contests
reality show content
adidas Sport
Vkontakte group
communication
Product tests
3
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
contests
reality show content
product info
adidas Sport
Vkontakte group
communication
Product info
Digital communication platform 4
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
contests
reality show content
product info
adidas Sport
Vkontakte group
communication
Q&A
Communication
Digital communication platform 5
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
contests
reality show content
adidas Sport
Vkontakte group
Q&A
Social applications
Digital communication platform 6
product info communication
fun & games services
Vkontakte applications
NLO MARKETING DIGITAL AGENCY
Involvement
Events
reality show
7 adidas.vkontakte.ru
Involvement
Digital communication platform
contests
content
adidas Sport
Vkontakte group
Q&A
Vkontakte applications
product info
fun & games services segmenting
communication
NLO MARKETING DIGITAL AGENCY
Involvement
Events
reality show
8 adidas.vkontakte.ru
new area
Digital communication platform
contests
content
adidas Sport
Vkontakte group
Q&A
Vkontakte applications
product info
fun & games services segmenting
communication new area
Special projects
NLO MARKETING DIGITAL AGENCY
Involvement
Events
reality show
9 adidas.vkontakte.ru
Fast communication
Digital communication platform
contests
content
adidas Sport
Vkontakte group
Q&A
Vkontakte applications
product info
fun & games services segmenting
communication new area
Special projects
fast communication
NLO MARKETING DIGITAL AGENCY
Involvement
Events
reality show
adidas.vkontakte.ru To be closer
Digital communication platform
contests
content
adidas Sport
Vkontakte group
Q&A
Vkontakte applications
product info
fun & games services segmenting
communication new area
Special projects
fast communication
10
To be closer
Mobile
NLO MARKETING DIGITAL AGENCY
Vkontakte applications
product info
reality show
fun & games services segmenting
contests
content
adidas Sport
Vkontakte group
Q&A
communication
adidas.vkontakte.ru Promotion
Digital communication platform 11
adidas.com/ru
Retail support
Social ads
Promotion
Media ads
Promotion
NLO MARKETING DIGITAL AGENCY
advertising campaigns adidas.vkontakte.ru platform
we have successfully conducted 15 brand advertising
campaigns on the adidas.vkontakte.ru platdorm:
women training
football boots F50
Igor Akinfeev
cases
NLO MARKETING DIGITAL AGENCY
we have successfully conducted 15 brand advertising
campaigns on the adidas.vkontakte.ru:
running Challenge Street Basket World Cup
advertising campaigns adidas.vkontakte.ru platform
cases
NLO MARKETING DIGITAL AGENCY
we have successfully conducted 15 brand advertising
campaigns on the adidas.vkontakte.ru:
adiZero
Ballet Russian National Team
advertising campaigns adidas.vkontakte.ru platform
cases
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
BALLET
Examples
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
adizero
Examples
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru
all in
Examples
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru Examples
all in Predator
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru Examples
all in Women
NLO MARKETING DIGITAL AGENCY
the group now adidas.vkontakte.ru
we’ve created a community quick-update system for a new advertising campaigns
F50 micoach
NLO MARKETING DIGITAL AGENCY
adidas.vkontakte.ru Examples
NLO MARKETING DIGITAL AGENCY
applications
Applications are important part of the group communication and gather additional audience around it.
–Competition
–Entertaining (fun)
–Useful
avatar creation
adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
An opportunity to home training from adidas expert.
New training every week (course of 2 month).
Passing each training gives scores > exchange for prizes.
Women training
applications adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
Tool for creating an avatar from photo of Russian National Team fan.
* fan equipment by adidas
Create an avatar update
applications adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
Forecast contest on the World Cup 2010 matches outcomes in South Africa.
adidas players and teams actions forecasts.
Football quiz
applications adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
Service application for check-in adidas event participants.
Check-in
applications adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
Service application for creation and searching tourist routes.
Outdoor
applications adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
Fun application. Get tested and find out your impact force.
Predator
applications adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
Contests used to attract new audience and increase activity within the community.
Contest is organized around advertising campaign newsbreak or around the main product.
Example.
Football boots F50 (weigh 165 grams).
«Take a photo of an object that weighs
the same as the new F50»
contests adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
adidas products presentation in the brand-community:
– Catalogues (updates),
– Products pages,
– Stores contacts,
product info adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
– Community internal pages (useful, interesting content),
World Cup lookbook
community content adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
– Promo-materials (photo/video),
community content adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
– User-generated content.
community content adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
reality show - Challenge
Reality Show can be used to draw attention to the new products.
For miCoach challenge we selected 2 groups of people:
1) Who did never run before and for whom 8 km was a real challenge.
2) Who are frequent runner.
During 1,5 months participants were training and preparing using adidas equipment. They made reports about their trainings and had regular meetings.
All participants from group1 completed the full course and successfully ran the Challenge.
adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
reality show - Challenge adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
reality show - Challenge adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
events (digital + offline)
Community is real.
It should have offline support.
adidas.vkontakte.ru:
– Sports tournaments organization,
– Matches of bloggers vs Vkontakte group,
– Photocall of National Team fans,
– Test-drives of new boots and equipment ,
– Meetings with sport celebrities,
– Bloggers and press events.
adidas.vkontakte.ru platform
NLO MARKETING DIGITAL AGENCY
events (digital + offline)
NEXT
adidas.vkontakte.ru platform
Fans shooting adidas StreetBasket Cup
NLO MARKETING DIGITAL AGENCY
events (digital + offline) adidas.vkontakte.ru platform
School football tournament in Moscow and Saint-Petersburg
For adidas.vkontakte.ru participants only
NLO MARKETING DIGITAL AGENCY
events (digital + offline) adidas.vkontakte.ru platform
adidas Predator test-drive for group participants:
Secret meeting with Dwight Howard
NLO MARKETING DIGITAL AGENCY
events (digital + offline) adidas.vkontakte.ru platform
adidas F50 test drive event for press & bloggers
NLO MARKETING DIGITAL AGENCY
twitter.com/adidasRU adidas.vkontakte.ru platform
Communication platform twitter.com/adidasRU:
– live conversation ,
– insights,
– live reports from adidas events,
– breaking news,
– contests,
– advertising campaigns coverage.
NLO MARKETING DIGITAL AGENCY
twitter.com/adidasRU adidas.vkontakte.ru platform
breaking news live conversation live report from NBA5United
NLO MARKETING DIGITAL AGENCY
Special project «CROSSBAR CHALLENGE» on sports.ru in partnership with adidas.vkontakte.ru.
«Turn on camera, hit the crossbar, record it and win the prize – the best boots»
special projects adidas.vkontakte.ru platform
sports communities involvement
NLO MARKETING DIGITAL AGENCY
twitter.com/adidasRU adidas.vkontakte.ru platform
breaking news live conversation live report from NBA5United
NLO MARKETING DIGITAL AGENCY
mobile adidas.vkontakte.ru platform
To be closer
Mobile
iOS & Android apps
4sq activations
live twi-reporting
NLO MARKETING DIGITAL AGENCY
The result.
We have created a functional and both flexible and scalable system for carrying out many advertising campaigns on brand-community Vkontakte .
results (since march 2010):
visitors - 5,2 mln
platform participants – 770k
adidas.vkontakte.ru results
Communication platform
all in
Questions@
* Anton Sitnikov wrote And yet it’s cool, that adidas is in Vkontakte! ;)
*Aleksandra Nikonova I’m all in ! * Railka Husnutdinov And I’m all in !)
Thank you for attention Questions@
«Digital BAR»
95B, Luganskiy street, 050000 Kazakhstan, Almaty Office: +7 (727) 263 33 62
we@DBAR.kz
NLO MARKETING DIGITAL AGENCY
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