Adidas’ tet campaign executive Summary



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DMS FINAL - DEVIL BLOOD GROUP
5. Campaign strategy


  1. Customer Journey



The Customer Journey

Timeline

25.11 - 09.12

25.11

25.11

25.11

Touchpoints

Stimulus

ZMOT

FMOT

SMOT

Facebook

  • New Clothes, Shoes for Tet Holiday

  • Tet Gifts

Search Adidas Vietnam Fanpage to see if there are any new collection







Instagram










Website








Youtube

  • Outfit for Tet

  • Shoes for Tet










Tiktok












  1. Big Idea

  2. Strategies

Marketing

Application

Techniques

KPIs

- Identify buyer persona for the Tet campaign
- Identify customers’ needs, wants and demand for Tet holiday
- Provide promotion content for the offering



- Research target customers’ interest by observing their habit on social media.



- Improve buyer persona understanding, their pain points and trust points.
- Increase brand love and brand mentions on social media.
- Social capital required


Sales

Application

Techniques

KPIs

- Identify influencers and KOLs and engage them in mutually beneficial ways Involve your influencers in interactions and cocreation as part of the extended ‘sales’ team

- Influencers and KOLs programs for endorsing the campaign and products
- Affiliate marketing with KOC to give direct recognition for individual sales

- Revenue
- Social capital acquired



Customer service

Application

Techniques

KPIs

- Employees respond to customers' questions as quickly as possible on social media platform
- Staff at physical stores willing to help customers if they have any problems.

- Create support-dedicated accounts on social media sites
- Develop system including frequently asked questions and answers for those.



- Number of support issues resolved online
- Number of participants in online support interactions



Operations

Application

Techniques

KPIs

- Help each other find beer ways of doing their job
- Closely monitor and manage the tasks of the day
- Reward to individuals who work hard and effective.

- Use private social networks such as Slack for internal interactions

- Decreased volume of internal complaints

6. Content marketing


6.1. Owned content

  1. Social Media Channels

  • Adidas will update details about items or collaborations with other parties to conduct this Tet campaign on Facebook, Instagram, and Tiktok.

  • Youtube videos will also be re-uploaded on social platforms to reach a wide audience

  • Use hashtags throughout campaign posts

  1. Website

6.2. Earned content

  1. User-generated content

  • Let Adidas fan and customers show their appreciation toward the brand.

  • A straightforward and sincere conversation with consumers via the campaign

  • Mentioned in Newspapers, Magazines, and digital media.

  1. Collaborations

  • Involve directly celebrities in the campaign, showing that more than just promoting the campaign, they are doing the campaign.

  • Sharing posts from KOLs

6.3. Paid content

  • Booking KOLs to generate a viral video on TikTok with Adidas’s stuff

  • Booking media to publish news about the campaign

  • Video Commercials

  • Social media ads

7. References
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