Iris Case Studies Adidas' Innovative Digital Advertising Strategy for Super Rugby Range

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	Adidas' Innovative Digital Advertising Strategy for Super Rugby Range Iris

Adidas' Innovative Digital Advertising Strategy for Super Rugby Range

Iris

Applicable Industries	Apparel Retail
Applicable Functions	Sales & Marketing
Services	Training
Challenge	Adidas, in 2015, was launching its Super Rugby range, a product line that aimed to connect the intensity of on-field players' efforts with their off-field relaxation time. The challenge was to create a product and campaign launch that would showcase the rugby heroes in an atypical, off-field mode, having fun and relaxing. The goal was to get the New Zealand Super Rugby fans excited about their own 'Off' moments as much as their 'On' moments, and to encourage them to support their favorite teams in the perfect apparel. The campaign needed to be launched through print, digital, retail, and social platforms to coincide with the kick-off to the 2015 Super Rugby season. Read More
About Customer	The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is a brand that is synonymous with sports and has a significant presence in professional sports across the globe. In this particular case, Adidas was launching its Super Rugby range in New Zealand, targeting the Super Rugby fans. These fans are passionate about the sport and their favorite teams, and Adidas aimed to tap into this passion and loyalty through their innovative campaign. Read More
Solution	Adidas came up with an innovative digital advertising strategy. They created a promotion where fans could share their #BestOnBestOff moments with the world. The most inventive, interesting, and incredible posts would earn themselves a VIP spot on Adidas' social media and the chance to win amazing prizes. This strategy was designed to engage fans on a personal level, encouraging them to share their own experiences and moments, thereby creating a sense of community and connection with the brand. The campaign was launched across multiple platforms including print, digital, retail, and social media, ensuring a wide reach and maximum visibility. Read More Log in to view content
Contents

Applicable Industries

Apparel

Retail

Applicable Functions

Sales & Marketing

Services

Training

Challenge

Adidas, in 2015, was launching its Super Rugby range, a product line that aimed to connect the intensity of on-field players' efforts with their off-field relaxation time. The challenge was to create a product and campaign launch that would showcase the rugby heroes in an atypical, off-field mode, having fun and relaxing. The goal was to get the New Zealand Super Rugby fans excited about their own 'Off' moments as much as their 'On' moments, and to encourage them to support their favorite teams in the perfect apparel. The campaign needed to be launched through print, digital, retail, and social platforms to coincide with the kick-off to the 2015 Super Rugby season.

About Customer

The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. Adidas is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is a brand that is synonymous with sports and has a significant presence in professional sports across the globe. In this particular case, Adidas was launching its Super Rugby range in New Zealand, targeting the Super Rugby fans. These fans are passionate about the sport and their favorite teams, and Adidas aimed to tap into this passion and loyalty through their innovative campaign.

Solution

Adidas came up with an innovative digital advertising strategy. They created a promotion where fans could share their #BestOnBestOff moments with the world. The most inventive, interesting, and incredible posts would earn themselves a VIP spot on Adidas' social media and the chance to win amazing prizes. This strategy was designed to engage fans on a personal level, encouraging them to share their own experiences and moments, thereby creating a sense of community and connection with the brand. The campaign was launched across multiple platforms including print, digital, retail, and social media, ensuring a wide reach and maximum visibility.

Impact #1	The innovative digital advertising strategy adopted by Adidas for the launch of its Super Rugby range was a resounding success. The campaign not only achieved significant reach and visibility but also managed to engage fans on a personal level. By encouraging fans to share their own #BestOnBestOff moments, Adidas was able to create a sense of community and connection with the brand. This not only helped to boost the visibility of the new product range but also strengthened the relationship between the brand and its customers. The campaign also showcased the rugby heroes in a new light, further enhancing the appeal of the brand and its products.

Impact #1

The innovative digital advertising strategy adopted by Adidas for the launch of its Super Rugby range was a resounding success. The campaign not only achieved significant reach and visibility but also managed to engage fans on a personal level. By encouraging fans to share their own #BestOnBestOff moments, Adidas was able to create a sense of community and connection with the brand. This not only helped to boost the visibility of the new product range but also strengthened the relationship between the brand and its customers. The campaign also showcased the rugby heroes in a new light, further enhancing the appeal of the brand and its products.

Benefit #1	The campaign resulted in over 690,000 video views
Benefit #2	The campaign reached over 1 million people on social media

Benefit #1

The campaign resulted in over 690,000 video views

Benefit #2

The campaign reached over 1 million people on social media

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Overview

Adidas' Innovative Digital Advertising Strategy for Super Rugby Range

Operational Impact

Quantitative Benefit