Adidas Promotes Brand Strategy Through Social Media

As a famous sports giant brand, Adidas wants to try.

If the brand is confident of its own products and has patience with its users, then add some fun to play, and this "spoof" may be awkward.

But this time it is time to test whether Adidas has made any progress in marketing.

After half a month, Adidas seems to have some ideas. The idea is to establish customer relationships with 135 million users on social platforms such as Facebook, Twitter, Instagram and Youtube.

In this regard, Adidas has accumulated to a certain degree. It is one of the most active brands last year. It has its 13 global social networking platforms, such as Facebook, Twitter and Instagram, and is ahead of other brands.

When last year's World Cup, Adidas broadcast the situation in real time through its social media account, sharing hot topics with online fans, and occasionally launching some quiz balloting activities.

Of course, Adidas's attention on social networking platforms is sponsored by its own stars.

When Adidas spokesperson Suarez bites people in the competition, Adidas also takes the opportunity of marketing, first to withdraw all advertisements from Suarez, and then to express her just stance on the major social media, and this initiative has also won many positive responses.

It is undeniable that Adidas's active social media accounts help them to increase exposure, publicize brands and deal with public relations events to a certain extent.

However, after the world cup, for some time in the absence of the world competition, Adidas's social account is still dominated by new product information and activities.

As the heat of social media has been reduced, Adidas has not been able to find a better way of playing on this platform.

Now, Adidas has a new idea that it wants to be official before 2017.

At least 30% of the content is excavated and presented by a total of 135 million users on various social platforms.

The number of 135 million is about two times that of Adidas's current social account fans.

To put it simply, Adidas wants 135 million of the world's total.

Voice on the official platform and issue various topics about its products and brands.

The outside world is also worried.

It will be "bitten" by social media.

Because the experience and lessons of other brands show that the practice of social media users will always go against the brand's will.

McDonald's launched the topic "#McDStories" on social media in 2012, and its activities are similar to Adidas's idea.

However, this topic has only become a big basket for consumers to satire about their food, and can hardly find a positive evaluation.

Similarly, there are Waitrose, a high-end supermarket chain in the UK.

In 2012, the company invited users to complete a sentence at Twitter: "I went shopping in Witt Ross because..."

And ask customers to add "#WaitroseReasons" topic labels.

The label became the object of ridicule within hours. Users wrote that the toilet of high-end supermarket chains provided the most upscale toilet paper.

In addition, "because I hate the environment surrounded by poor people", I choose to go in this high-end supermarket and hang out.

Because the social platform is open enough and the users are mostly anonymous, they are keen to add to the brand of social media, though Adidas may not be so bad.

But there are a lot of examples of this failed brand social marketing.