Ольга Живечкова. Кейс "Adidas Россия": наглядное пособие, что можно сделать с брэндом в соц.сетях

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


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


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%

Facebook

odnoklassniki.ru

My World (from mail.ru)

vkontakte.ru

Reach, Russia TA, % of all audience


adidas.vkontakte.ru

content

adidas Sport

Vkontakte group

communication

Content

1 Digital communication platform


adidas.vkontakte.ru

contests

content

adidas Sport

Vkontakte group

communication

Contests

2 Digital communication platform


adidas.vkontakte.ru Digital communication platform

contests

reality show content

adidas Sport

Vkontakte group

communication

Product tests

3


adidas.vkontakte.ru

contests


product info

adidas Sport

Vkontakte group

communication

Product info

Digital communication platform 4


adidas.vkontakte.ru

contests


product info

adidas Sport

Vkontakte group

communication

Q&A

Communication



adidas.vkontakte.ru

contests


adidas Sport

Vkontakte group

Q&A

Social applications


product info communication

fun & games services

Vkontakte applications


Involvement

Events

reality show

7 adidas.vkontakte.ru

Involvement

Digital communication platform

contests

content

adidas Sport

Vkontakte group

Q&A


product info

fun & games services segmenting

communication


Involvement

Events

reality show


new area


contests

content

adidas Sport

Vkontakte group

Q&A


product info


communication new area

Special projects


Involvement

Events

reality show


Fast communication


contests

content

adidas Sport

Vkontakte group

Q&A


product info



Special projects

fast communication

Twitter


Involvement

Events

reality show

adidas.vkontakte.ru To be closer


contests

content

adidas Sport

Vkontakte group

Q&A


product info



Special projects

fast communication

Twitter

10

To be closer

Mobile



product info

reality show


contests

content

adidas Sport

Vkontakte group

Q&A

communication

adidas.vkontakte.ru Promotion


adidas.com/ru

Retail support

Social ads

Promotion

Media ads

Promotion


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



campaigns on the adidas.vkontakte.ru:

running Challenge Street Basket World Cup


cases



campaigns on the adidas.vkontakte.ru:

adiZero

Ballet Russian National Team


cases


adidas.vkontakte.ru

BALLET

Examples


adidas.vkontakte.ru

adizero

Examples


adidas.vkontakte.ru

all in

Examples


adidas.vkontakte.ru Examples

all in Predator



all in Women


the group now adidas.vkontakte.ru

we’ve created a community quick-update system for a new advertising campaigns

F50 micoach




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


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


Tool for creating an avatar from photo of Russian National Team fan.

* fan equipment by adidas

Create an avatar update



Forecast contest on the World Cup 2010 matches outcomes in South Africa.

adidas players and teams actions forecasts.

Football quiz



Service application for check-in adidas event participants.

Check-in



Service application for creation and searching tourist routes.

Outdoor



Fun application. Get tested and find out your impact force.

Predator



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


adidas products presentation in the brand-community:

– Catalogues (updates),

– Products pages,

– Stores contacts,

product info adidas.vkontakte.ru platform


– Community internal pages (useful, interesting content),

World Cup lookbook

community content adidas.vkontakte.ru platform


– Promo-materials (photo/video),



– User-generated content.



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.



reality show - Challenge adidas.vkontakte.ru platform


reality show - Challenge adidas.vkontakte.ru platform


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.



events (digital + offline)

NEXT


Fans shooting adidas StreetBasket Cup


events (digital + offline) adidas.vkontakte.ru platform

School football tournament in Moscow and Saint-Petersburg

For adidas.vkontakte.ru participants only



adidas Predator test-drive for group participants:

Secret meeting with Dwight Howard



adidas F50 test drive event for press & bloggers


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.



breaking news live conversation live report from NBA5United


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



breaking news live conversation live report from NBA5United


mobile adidas.vkontakte.ru platform

To be closer

Mobile

iOS & Android apps

4sq activations

live twi-reporting


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

[email protected]


mailto:[email protected]

Technology

Ольга Живечкова. Кейс "Adidas Россия": наглядное пособие, что можно сделать с брэндом в соц.сетях