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Social Media & Marketing
Campaigns of Competitor Brands
Competitor Brands1. Nike
2. Adidas
3. New Balance
4. Puma
5. Reebok
6. ASICS
7. Converse
Nike-Marketing CampaignsWhat Has Driven Nike Sales up?
Growth in Running, Basketball and Soccer categories
Start of Nike Digital SportDevelopment of devices to track personal statsHave over 5 million runners logging into Nike to track
what they doShift to “Digital Realm”
Nike+, Nike Fuelband, Nike+ Sportwatch GPS
KEY: Communication between Nike and Consumer
Marketing Campaigns Cont.
#WinAgainstTheElements- Social Media Campaign Encourages consumers to run during the winter Awarded points for running if route brought them up against the
4 harsh elementsRain, Dark, Cold & Snow
Viral video over Sina Weibo:Result: 1 out of 5 engaged actively throughout campaign
“She Runs the Night”-13km night run for females Issue: Women do not want to run alone at night Target: Women 19-25 Goal: Create a community for young females bound by a
passion to run Use real female runners to promote and grow a community
Nike- Social MediaWide range of different social media platforms
Facebook Individual pages for different product categoriesAthletes who represent Nike are connected to
Nike’s main page and their posts go straight to the Facebook wall, this keeps their pages very active
Video Clips of consumers with personalized shoes bought online are posted
Promotes larger marketing campaigns through specific hash tags
Nike- Social MediaTwitter
Individual feeds used to respond to consumers instead of marketing
“Nike Support Feed”-Resolve product questions and technical needs
“Nike Running”- Responds to large number of fans to discuss training schedule and motivational advice
Goal: Turn consumers into brand advocates
Social Media-Case Study#MakeItCount
Created brand experience on landing page-consumer focused
All about lifestyle and personal achievementThis campaign engaged consumers with a clear
call to action and path forward
Social Media drives conversion IBM research states “twice as many consumers
who visited retail sites from social media sites made purchases than those who shopped directly online
Case Study cont. Importance of Social Media
Usually in store discounts are only heard about when consumers are in the store, however social media gives monetary value, provides users with promotional event information, discounts and special offers that would not be known otherwise.
Growth of Ecommerce Pinterest-Female consumer
Offers a visually pleasing user experience coupled with product imagery
Reverse showrooming: browsing products online on Pinterest then returning to the retail store to make the purchase
Nike-Marketing in ChinaEmphasis on local endorsers
Liu Xiang-Chinese Olympic track and field starLi Na- Chinese tennis player
Mobile Marketing- with a huge percent of population owning smartphones, a mobile marketing push can promote a large product rangeActive engagement between Nike and Consumers
created brand loyalty and awareness of products, promotions and events.
Adidas-Marketing Campaigns
Digital NewsroomConnecting online activity with consumer feedbackKeeps open communication
Huge presence at marathonsPutting marketing efforts into the Berlin, Boston
and London Marathons. Gains consumer awareness and brand advocates
Marketing Campaigns Cont.
“All In For My Girls” (2013)- Campaign launched in ChinaGoal: Improve sales of athletic apparel to mainland
females and promote sport participationObjective: Target women 16-26Strategy: Launched TV commercials, featuring 3
groups, each representing a different sportRunning, Dancing & Parkour Commercial featured Hebe Interviewed running, dancing and parkour groups to
show that fun and bonding happens when girls go out and play sports
Campaign Case StudyResults of “All In For My Girls” Campaign
60% sell though within 90 days In 1 month, store growth of women increased
28.4%Spontaneous awareness increased 5%Brand image as “suitable for females” increased
4%
Adidas- Social MediaFacebook- 13 Million users
Twitter- 138K users
Weibo Campaign- Gained 7,000+ followers with “Adidas Original”, consumers retweet a specific tweet and comment their shoe color they are wearing for the chance to win an Adidas original bag
Expanding in China- Through specific niches, ranging from basketball and athletic apparel to teen and casual wear
Social Media Effects RetailWith the rise of the digital trend, social media is
now being introduced in certain retail stores Interactive retail experienceUse of digital technology to create a more immersive
brick and mortar brand experienceTouch-Screen enabled storefront
Neo Concept Stores (Europe)Virtual mannequin's- If consumer see’s something
they like in the store, they can use their phone to facilitate the purchase and put the preferred product into a shopping bag and shipped to their home.
Marketing in ChinaWith a very large and diverse market, Adidas
has zoomed in on specific needs of consumers by opening segmented retail stores that focus on niche areasBasketball, outdoor and kids apparelNEO-New casual fashion line
Implemented Route 2015 strategy- transforms Adidas wholesale-focus to retail-drivenGoal: Improve franchisee business since this is
90% of their stores
New Balance-Marketing Campaigns
Runnovation(2013)- Global brand campaignPushes New Balance’s commitment to product
innovation and evolution
RunDisney(2014)- Limited edition New Balance RunDisney shoes“Disney Social Media Moms Celebration”The “perfect” shoe for Disney fans who walk, jog
or run
Special Boston Marathon Running Shoe
Runnovation Campaign
The “Runnovation” Campaign pushed the idea that running is a social activity that can be done with others.
RunDisney Case StudyLimited edition Disney themed shoes only
available at the Disney health and fitness expo1,000 shoes sold in 10 hours
With such a great success at all 7 expo’s, RunDisney will be hosted in 2014 with a new version of shoes and new Disney themesGoofy and Cinderella themes
China Retail Store“New Balance Experience” retail concept store
in ShanghaiShowcase social media content in storefront
window
Campaign focus:Print and Digital AdvertisingViral VideoOnline Interactive Content In-Store and Event Consumer experience
Marketing Campaign Cont.“Champion Disciples” (2014)- Global Campaign
Product: Fresh Foam 980 Tiger BeeTarget: Urban entry-level runner, to push joggers
to create a new urbanismCampaign Ambassador: Jenny Simpson- world
champion runnerNew Technology:
Fresh foam midsole cushioning360° all around protectionHoneycomb design- enhance cushioning and stability
and reduce knee and foot bow from running
New Balance-Social MediaNew Balance has aligned their social strategy with
their brands motto “Lets Make Excellent Happen”NB has picked one marketing strategy and stuck to it
4 rules to their Social Content Strategy1. Introduce consumers to the right product
Product posts tell consumers what the shoe can do for them
2. Provide tools, info, inspiration and encouragement
3. Empowering consumers to help each other
4. Celebrating all achievements Posted to social media for all consumers to see
Social Media Campaign“Urban Dash”- Mobile marathon
Relay-race app- 4 week race where virtual batons would appear on a map throughout Manhattan, NY
Updates constantly, people race to steal the baton from one another
All actively shared over social media, Facebook and Twitter
Real-time activity got people who held the baton to come into the store to receive a prize of new shoes for free
Urban Dash ResultsOver 1,000 people downloaded the app
Over 55,000 people interacted at some point with the campaign
Runners averaged a combined 22 miles over 2.1 hours of playing
75 Million social media impressions
6 Million Youtube hits
New Manhattan Store had $350,000 in revenue after first month of opening
Puma-Marketing Campaigns
“Forever Faster” Campaign A late summer 2014 campaign designed for back-to-school,
instead of competing for Ad. space in World Cup “Biggest marketing campaign ever” for Puma Focus on brand’s sport history and product innovations EvoPower- “Worlds most powerful soccer shoe” EvoSpeed
New celebrity brand advocates Mario Balotelli Usain Bolt
Created a partnership with European lifestyle ambassador- Axwell
Puma-Social MediaPuma has put together a social media platform
known for its deep, multi-social network engagement strategyCurrently host: Facebook, Twitter, Instagram,
Pinterest, Google+ and YouTube pages
Goal: Drive fans to and from social pages to deepen engagement and drive conversation to their website
Social Media MarketingGOAL: Reach out to the young football fans on Twitter and Facebook
Differentiate their brand by providing a social media strategy that is more interactive, fun and full of surprises for the consumer
“The Yard” Campaign- London OlympicsSponsored the Jamaican track teamStreamed video of events, photos and blog content
Puma Wildfire- Used to manage Puma’s fitness, football, motorsport, rugby, running and global Facebook page.
Social Media Case StudySince addition of Wildfire page, Puma has been
able to diversify social media content and eliminate the bottlenecks that have previously hindered their social media strategyHighly engaged usersNew IPhone app drives users to download in the
App Store, resulting in a significant increase in sales
Puma’s YouTube page posts 20-30 videos per week, with over 1,500 videos available
Social Media Effects RetailAt the end of 2010, Puma brought technology to store for
consumers to co-create a sneaker of their choice and place an online order “Creative Factory” has been a huge success
In stores they have created the “Puma Joy Pad” An Ipad that gives the consumer a unique media experience Connects and interacts with current and potential
consumers
PUMA LEED Platinum Store- New York Sustainable outlet model- focused on energy reduction,
recyclability, fixture reuse, and quality environment improvement
Puma In Store Technology
Puma LEED Platinum Store
Marketing Puma in ChinaShift focus on Ecommerce Sales
Puma launches a JD.com marketplace sitePush of digital marketing services
Focus on store design, store build and deployment and store campaign design and execution
Reebok-Marketing Campaigns
“Better Life Through Fitness” & “Fitness in Motion”These 2014 campaigns being launched will
showcase athletes and products in action
“Skyscape” ShoeMiranda Kerr- International supermodel will be
promoting the latest innovation shoe“So comfortable you will forget you have it on”Target: Women for everyday casual wear, gym or
work
Marketing Campaigns Cont.Crossfit Sponsorship
Reebok wants to be the “Offical crossfit gear” brand
Emphasis on durable fitness gearShow that they are creating a product that
uniquely meets the needs of passionate athletes
Shift from celebrity oriented endorsements to real everyday athlete focused marketing
Reebok Changes Logo• Reebok is pushing to recreate
themselves based on their affiliation with CrossFit
• Capitalize on the slogan “Sport of Fitness”
• Delta symbol represents the three changes that occur when people push themselves beyond their perceived limits and embrace the active and challenging lifestyle
1. Social
2. Mental
3. Physical
Reebok-Social MediaPush to grow their Social Media presence on all
platformsActivate Consumer baseCreate good contentStay social on those platforms used
Actively communicating with consumers and engaging conversation
Constant feedback and customer resolution
Social Media- Twitter
Social Media Marketing“The Promise Keeper” App
App complements their new Reebok ZigTech trainer shoe
Commends consumers who download the app for running and keeping their promise to run.
Sports Icons: Iker Casillas, Lewis Hamilton & Amir Khan will send users video messages directly through social media to remind them to stick to their promise, comment their completed run or lack of running
Change in Retail Store’sFithub
Retail experience store that serves the local fitness community
Fithub experience retail stores to enter India by early 2014Heavy push into India market with the “Live with
Fire” CampaignPlanned to open 50 Fithubs in the U.S in 2013
Reebok in ChinaReebok is bringing back the Sole Trainer model
that was a very successful model in the early 90’sReebok Sole Trainer “China Red” style
Technology: Hexalite cushion added as a tribute to their push for innovation
ASICS-Marketing CampaignsASICS is currently pushing many new creative campaigns that target different athletic events
“Better your Best” (2014) Campaign Focus on product and technology to help athletes
advance
“We are Marathoners”
“Advantage, You” Tennis campaign featuring ASICS athletes Gael Monfils
and Samantha Stosur Tennis Professionals amplify the idea that tennis is
becoming a more demanding sport
Marketing Campaigns Cont.
“Support Your Marathoner” Campaign (2010)Use of RFID tags during marathons to connect
everyone participating and watching to social media
Supporters of runners can write personal messages, videos, Images, Tweets, FB messages for the participants
When a runner crosses a certain check point the message is displayed on a massive LCD screen- this created a huge impact on those running the marathon
Global Marketing Campaigns
In May 2013, ASICS announced “What’s Next” CampaignPush everyday athletes to keep pushing
themselves onto the “next” workoutNew product line: designed to withstand strenuous
and repetitive nature of training routines
Goal: To create an environment where consumers are served with a product, news, a fitness activity, or motivation based on their interactions with the brand.
Global Marketing Cont.As an international campaign, ASICS “Muscle
Support” collection began promoting ASICS entire apparel rangeBrand Ambassadors:
Jonny Murray & Vasek PospislilAustralian & South African National Rugby teams
Goal: ASICS wants their apparel industry to become the brands #2 business behind running
ASICS-Social Media“MyASICS” Facebook APP
Created for international use (5 languages)Everyday athletes can post personal goals and can
receive personalized day by day training plansEncouraging messages can be sent to usersKeeps consumer communication open, interactive
and gives them a reason to buy their product
Triathlon Video featuring Pete Jacobs- Iron Man world Champ 2012Video shows insight and behavior of a competitive
athlete
Social Media Case StudyASICS is focusing on product development
instead of an ambush of marketing campaignsTarget: Consumers who enjoy running and
marathons, with the hope to create a “community focused” image
Brand Ambassadors share content through Facebook and Instagram
“Support Your Marathoner” Campaign was a huge success with 19,000 personal messages and 2,000 videos posted
My ASICS-App ReviewFeatures of My ASICS Facebook and phone app
Tracks distance of run and sets paceUser can set up personal training programs to meet
their goalsApp will send emails to user on day of the
scheduled run as a reminder
Results:Over 400,000 usersLogged over 5 million runsClaim that 78% of runners who follow the plan,
achieve their goal
Converse-Marketing Campaigns
Although Converse is a brand that’s been around forever, their innovation has helped them stay a top shoe brand
Rubber Tracks StudioThis marketing campaign directly targeted
musicians and artists to have a place to record and produce music for free
Although no quantifiable return, Converse shows loyalty and dedication to consumers and in return those consumers are loyal and brand advocates for Converse
International MarketingIn 2013, Converse decided to set up a Rubber
Tracks Studio in Beijing, with the same purpose as the studio in New York
Converse comes to ChinaStrategy: Converse stuck with what worked best and
aligned themselves with the indie music scene
“Get Dirty” European Music TourTour through 11 cities in 2013 in Europe hosted by
Converse Inspired by their expression “Shoes keep it clean,
Sneakers get dirty”
Converse-Social MediaConnecting to their teenage audience
New innovative technique, Converse took a Google paid search channel and turned it into an interactive experience for their consumers
They identified peaking search terms and bid against low competition and low cost phrases
Instead of using typical ads for viewers they started a dialogue through the ad and dozens of interconnected microsites that engage the viewer in a better experience
In the end, it drives more traffic to their website
Creating a Marketing Campaign:POST
People:
What is the target audience they want to reach?
Objectives:
What is the purpose of the communications?
Desired outcomes?
Are the brands looking to tell their story or launch a sales campaign?
Will they use social media to build awareness or drive e-commerce?
Strategy:
Look at whether or not they should use a video strategy or mobile focused strategy?(Speaks to different types of consumers)
Technology:
Deciding which technology or social media platform is most appropriate based on the target, objectives and strategy
Marketing Trends & Concepts
How to improve annual growth internationally1. Reduce Inventory
2. Enhance Marketing Campaign
3. Create a differentiated portfolio
4. Improve productivity of store base
The Digital Trend
Phone App to “Push” the idea and connection between Skechers shoes and getting in shape Working out, running, walking pedometer: the connection of
their workout and wearing a stylish, comfortable Skechers shoe
Connect with consumer market through social media and have them post videos/comments explaining why they run and the difference their Skechers shoe makes
Marketing Trends cont.Customization Trend
Custom made Skechers for certain athletic styles Custom Colors Embed Names/Numbers on the side of shoes
Increase Visibility Internationally (China)
Develop partnerships with elementary/middle schools and universities with athletic programs and running clubs
Offer special workout classes that pertain to different style shoes, this will attract the female population
Marketing Trends cont.Retail Store Trends
Development of High Concept Stores- “Offer an experience in itself”Ex. Entering a store that duplicates the experience
that professional athletes have when they walk through a tunnel to the field and see a huge crowd.
GOAL: How to convince the youth generation that running is an attractive option?
Staying Innovative!Offering Customization
Offer products that complement their shoe purchaseAthletic ApparelBackpack like bags for every pair of shoes
Heavy focus on shoe technologyPerformance Reliability
★ Smart Shoe Technology
Complementary ProductsCurrently, in the U.S a thin backpack like bag is
used to bag a pair of shoes for each sale
How can China expand on this idea?
CamelBak concept: Introduce a water pouch on the inside of the bag
to push runners to bring these bags with them on their runs.
Skechers shoes can now be taken “on-the-go”, fit nicely into the bag, and the bag can be taken on the run to keep them hydrated.
Smart Shoe TechnologyExpand on Resalyte technology
Since Resalyte keeps its form and does not compress from wear and tear, small and lightweight technology could potentially be developed for athletic shoes, keeping the shoes lightweight and flexible
Technology in the SolesSensors for body temp and heart beatAdjust cushion and air pressure(tightness) for max
comfort
Smart Shoe Tech. & Social Media
Connecting smart shoe technology with the digital trendMobile App to record activityConnect performance on social media
Consumers can compare their improvements to their friends
Make it interactive and fun for consumers of all agesDevelopment of watches and wristbands to record
performance to substitute taking a phone on a runDigital Newsroom concept- drive online activity
Corporate Social Responsibility
Create a used shoe return campaignWorn shoes can be returned for small amount of
store creditThis would give consumers the sense of giving
back to the communityUsed shoes can be donated to a charity that
Skechers is partnered with
