Adidas Women's Running Digital Marketing Strategy

WOMEN’S

RUNNIN

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DIGITA

L MARKETI

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STRAT

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Our Goals

• Establish quality, relevant, and motivational connection

• Increase brand awareness within the sport of women’s running

• Expand adidas’s athletic identity

Our Audience

Female runners

Ages 18–33

All levels of running

BREAKING NEW GROUND: SCOPE OF 12-MONTH CAMPAIGN

Give doubt an education in

power, confidence, and speed.

Show them you’re built to win.

Run with defiance. Run with

commitment. Run with adidas.

OUR B

IG ID

EA:

REDEF

INE

WOM

EN’S

RUNNING,

REFRAM

E

ADIDAS

One element that differentiates Nike from adidas is its social

media outreach.

COMPETITIVE ANALYSIS

Social Media: Focuses on sharable digital content.

• Facebook• adidas #mygirls running page• Correspond with Twitter #mygirls campaign

• Twitter• Current pages: @adidasWomen, @adidasRunning• Suggested tags: #adidaswomensrunning, #adidasallin, #runwithadidas

• Instagram• Targeted promotional, inspirational, and motivational images with our products• Contain women of all races and sizes

Website and Blogging: Focuses on inspirational stories of professional athletes and everyday runners with exceptional stories in addition to company updates, news, and promotions.

• Current site: http://mygirls.adidas.com/com/• Include more of new target audience• Overcome obstacles and achieved excellence in running

FOCUSED BRAND TOOLS AND TACTICS

FOCUSED BRAND TOOLS AND TACTICS

We selected keywords that associate adidas with excellence,

quality, and expertise. Top Running Shoes for WomenThe top running shoes for performanceBoost your run with Adidas women's shoeswww.adidas.com/us/content/running/

Best Running ShoeRun your best with Adidas WomenShop new arrivals and favoriteshttp://www.adidas.com/us/

Best Shoe for RunnersAdidas Women Energy Boost ShoesShop the best shoe guaranteedhttp://www.adidas.com/us/content/running/

RUN WIT

H ADID

AS: BE

MOBILE

ADIDAS #MYGIRLS

smartphone appTrack times, mileage, and goals

Provide various race and training programs

Connect runners with other runners in their community based on location(GPS functionality)

OUR PROJECTED BUDGET

As per Google AdWords advertising, our blogging expansion, and our app development.

Grand Total: $363,125

Google AdWordsDaily budget: $825 Clicks per day: 207Impressions per day: 1.27k–8.91kAd position: Between 1 and 4

Total: $301,125

Blogging/website Allotment: $1,000 per month(http://mygirls.adidas.com/com/)

Total: $12,000

Adidas #mygirls Running appAllotment: $50,000 per year

Total: $50,000

• High traffic on blog and website, monitored by Google Analytics

• A milestone of 6,000 likes on the new adidas #mygirls running Facebook page

• An increase of 2,000 followers on Twitter

• A milestone of 3,000 followers on Instagram

• Notable increase of online sales (a measure of before and after the campaign)

CAMPAIGN PERFORMANCE INDICATORS

We will continue our identity as a global

leader with a passion for sports and an athletic lifestyle.