final project
Strategic Recommendations for Adidas
J. Simmons ADV 442: Section 006
The Adidas Mission
• Adidas’ mission is to clear: To be the best sports company in the world.”
• You came to me to help: • Increase overall engagement with post-
college individuals aged 22 to 29 and parents with young children (aged 2 to 5)
Your goal:
Is Adidas' social media strategy is working? Are people engaging? Is it amplified?
How should Adidas reach their target audience?
Report Summary
• My strategic recommendations are based on the following analyses: • I analyzed Twitter and compared your social media usage to
that of your competitor, Nike. • I examined the content of your Twitter posts to determine your
current levels of engagement + amplification. • I conducted research on your target audience to 1) learn
more about your audience and 2) determine the best potential consumers in this target group.
Current Twitter Engagement
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100
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Average Retweet Count Average Favorite Count Average Tweets per day
Tweets by Week
0
20
40
60
80
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120
3/ 6/
18 -
3/ 12
/1 8
3/ 27
/1 8
- 4/
2/ 18
4/ 17
/1 8
- 4/
23 /1
8 5/
8/ 18
- 5/
14 /1
8 6/
12 /1
8 -
6/ 18
/1 8
7/ 3/
18 -
7/ 9/
18 8/
14 /1
8 -
8/ 20
/1 8
9/ 4/
18 -
9/ 10
/1 8
10 /2
/1 8
- 10
/8 /1
8 11
/6 /1
8 -
11 /1
2/ 18
12 /1
1/ 18
- 12
/1 7/
18 1/
8/ 19
- 1/
14 /1
9 2/
5/ 19
- 2/
11 /1
9 3/
5/ 19
- 3/
11 /1
9 4/
16 /1
9 -
4/ 22
/1 9
5/ 28
/1 9
- 6/
3/ 19
6/ 18
/1 9
- 6/
24 /1
9 7/
16 /1
9 -
7/ 22
/1 9
8/ 13
/1 9
- 8/
19 /1
9 9/
17 /1
9 -
9/ 23
/1 9
10 /1
5/ 19
- 10
/2 1/
19 11
/5 /1
9 -
11 /1
1/ 19
12 /3
/1 9
- 12
/9 /1
9 1/
14 /2
0 -
1/ 20
/2 0
2/ 4/
20 -
2/ 10
/2 0
3/ 10
/2 0
- 3/
16 /2
0 3/
31 /2
0 -
4/ 6/
20 4/
21 /2
0 -
4/ 27
/2 0
5/ 12
/2 0
- 5/
18 /2
0 6/
9/ 20
- 6/
15 /2
0 8/
18 /2
0 -
8/ 24
/2 0
9/ 8/
20 -
9/ 14
/2 0
9/ 29
/2 0
- 10
/5 /2
0 10
/2 0/
20 -
10 /2
6/ 20
• There was a spike in usage the week of August 21, 2018. • This was the week of the
#yesadidas campaign where consumers shared images of them wearing adidas and authorized adidas to share those images.
Audience attitudes • Parents of children aged 2 to 5:
• Dad’s care about their kids’ appearance and prioritize stylish clothing, however Mom’s are the primary shoppers.
• Shirts are the most purchased kid’s clothing item. Athletic wear was only purchased 55% of the time for children.
• Mom’s look to in-store displays and social media to make decisions on Children’s clothes.
• Young parent’s mainly shop in clothing stores (as opposed to department stores). Adidas clothing stores are concentrated in Los Angeles.
Data from Mintel and Statista
Audience Attitudes
• Post-college individuals aged 22 to 29: • Consumers in this age group are mostly focused on
practicality, followed by affordability. • Consumers in this age will purchase clothing to “treat
themselves” • Wellness (i.e., physical and mental health) drive
consumer clothing purchases. • Millennials are highly likely to engage in fitness sports. • Millennials purchase items online more than any other
age demographic. • Brand is important for higher-income shoppers.
Data from Mintel and Statista
Anna • Occupation:
• Nurse • Income: $80,000/year
• Demographics: • Age 25 • Los Angeles, CA • Married with 2 children (age 2 and 5) • Master’s degree
• Media Habits: • Uses Twitter to determine the latest trends
• Values: • Considers practicality when purchasing children’s clothes
as they grow fast, but also considers brand + style. • How can we help:
• Provide ideas for children’s styles (i.e., online display) on social media.
• Easy access to Adidas clothing stores for shirt purchases.
Sam
• Occupation: • Engineer • Income: $120,000/year
• Demographics: • Age 23 • Detroit, MI • Bachelor’s Degree
• Media Habits: • Uses Twitter follow Fitness trends
• Values: • Values fitness and wellness • Fitness sports • Brand-specific in fitness clothing
• How can we help: • Provide an easy transition from social media use to online clothing
purchases.
What works?
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photo text video
Average of Retweet Count
Average of Favorite Count
Clothing Announcements receive the most engagement.
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5000
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15000
20000
25000
30000
Clothing Annoucements Athlete Announcements Community Outreach Show Announcements
Average Favorite Count
Average Retweet Count
Clothing Announcements
The competition
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500
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2500
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3500
4000
4500
5000
Nike Adidas
• Nike has more followers on Twitter.
Engagement compared to the competition
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2000
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10000
12000
Retweet Likes
Nike Adidas
Nike commonly posts about social justice issues + their athletes. These posts receive a lot of engagement.
Our Content Strategy
• Adidas should focus on content promoting clothing, as these tweets garner the highest engagement. • Adidas should include images in these clothing posts, as these tweets
get the highest favorites and shares. • Adidas should reinstate their #yesadidas campaign promoting adidas
clothing trends so Adidas can increase the volume of their tweets. • Adidas should target young parents looking for trendy clothing for
their children on social media. The tweet should be a virtual (“in-store display”) • Adidas should target higher-income young adults engaged in fitness
sports. This tweets should easily direct them to a link for the clothing.
Our Objectives
• To increase average engagement with tweets by 30 percent by April 1, 2021. • To increase average tweets per day by 50 percent
by April 1, 2021.
Appendix
• Add content from Interim Report 1 + 2 (not included in Part 1) • These slides should include screenshots or images of all
your data analyses, including everything from the interim reports (revised per your TA’s feedback), all the elements of Steps 5 and 6, and any extra analyses you conducted along the way.