Adidas’ tet campaign executive Summary



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DMS FINAL - DEVIL BLOOD GROUP

ADIDAS’ TET CAMPAIGN


Executive Summary
Adidas' 2023 New Year campaign features traditional Tet holiday icons such as "Lan", lanterns, Banh Chung, and family meals. It does not only appear with the purpose of improving the relationship and increasing brand love between customers and Adidas. This campaign will be also carried out at the same time Adidas launched the Lunar New Year collection 2023 in order to promote strongly Adidas's sales in late 2022 and early 2023.
Objectives of the Campaign

  • Enhance the relationship between customers and the brand.

  • Boost Brand Love of customers for Adidas

  • Promote Adidas's sales in late 2022 and early 2023.

Table of contents
A. INTRODUCTION
Adidas background:

  • Adidas is one of the world’s most recognized sports brands.

  • A multinational firm that was founded in 1948. The firm specializes in designing and manufacturing sports clothing and accessories. The company is based in Bavaria, Germany.

  • The company also produces bags, shirts, watches, eyewear, and other sports- and clothing-related goods. It is considered the number one manufacturer of sportswear in both Germany and Europe.

B. THE CAMPAIGN
1. RATIONALE
- Take advantage of the first period of the year, capture the market share of the industry, thereby creating the foundation for the whole year.
- In Vietnamese culture, the Lunar New Year is the biggest holiday of the year, every New Year comes, everyone has the habit of buying new clothes. Therefore, the volume of purchases will be relatively large, which means this is an appropriate opportunity to push Adidas' sales even higher.

2. AIM AND OBJECTIVE


SMART Model
In order to increase both brand awareness and conversion-driven. Firstly, Adidas will develop and launch a 2-month-long campaign for Tet 2023 comprising 1.5 minute-long YouTube video and 35 related social media posts, 5 collaborative photoshoots with Celebrities for promoting the campaign. Secondly, Adidas will release the Lunar New Year 2023 collection including 3 types of hoodies, 2 types of sweaters, and 1 type of shoes in order to boost revenue. Regarding the objective, the campaign intents to reach 4 times more than the total number of people who follow the Facebook fanpage of Adidas Vietnam; engagement reaches 60% of total impressions; Youtube Promotion Video gets 200.000 views, and 5000 likes. Moreover, Adidas Tet Campaign will also aim to achieve 10% more sales compared to the same period last year, and the profit accounted for 20% of the total sales of the collection.

3. THE MARKETS AND COMPETITORS


3.1. External situation

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