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传播目标
adidas Originals is a brand that celebrates originality. This conflicts with China’s cultural values of respect for authority and harmony that teaches people to follow norms rather than show who they are. Thus our communication objective is to celebrate originality with Chinese youth and give them the confidence to be true to themselves.
传播挑战
The adidas Originals had a familiarity problem caused by an unclear brand personality. The campaign had to address this challenge to deliver business return.
洞察和策略-品牌的消费者属性
Today, many young people in China are so afraid of being judged, being weird, and being different that they have forgotten who they are. As a brand with originality in its DNA, adidas Originals wanted to encourage Chinese youth to drop the fear and freely define and reveal their own originality.
洞察和策略-媒体的受众属性
Internet outpaced TV & increased
TV stable
OTV increased to 76% of the TV coverage
Mobile internet highest increased, 72% of the TV coverage
Magazine & radio increased
洞察和策略-媒体的策略组合
Our strategy: rally people to proudly express and show to the world #THIS IS ME through an integrated use of traditional, non-traditional and guerilla channels.
创意和执行-计划的创意性
The idea was creatively expressed as #THIS IS ME 这就是我, rallying people to proudly announce and expose to the world who they really are.
创意和执行-计划的执行力
Guerrilla teasers introduced the movement and a big bold TVC was launched nationwide after 6 months of censorship, making it the first of its kind to come alive across China, supported by diverse trend and lifestyle publications.
To reach out to “cooler” Chinese youths, who do not regularly consume traditional media, we deployed #THIS IS ME graffiti at their hangouts, i.e., skate parks and underground bars. We also had an Originals interactive bus that visited these hangouts.
An interactive digital platform was launched to encourage people to define their originality for a chance to appear in a feature length campaign film.
结果-传播到达 品牌提升 销量支持
#THIS IS ME made a hit across China:
430 million social impressions; 168,835 fans added; 273,871 forwards & comments
1,983,943 campaign site pageviews; 1,628,552 visits & 95,165 participations
Sales up 78% for Footwear & 53% for Apparel
ROI: 36.2%