Assignment developed for a Postgraduate course in Digital Marketing.

1. Fundamentos de Marketing Digital
Work Assignment
Artur Raimundo Dias - PG Digital Business (2ª Edição)
contact@arturdias.eu - 13/12/2015

2. | 2
Index
Chosen Brand: Adidas Originals
Introducing Adidas Originals
•Product Line
•Brand Concept
•Consumer Relationship
The #originalshero Campaign
• Concept + Insight
• Campaign Objective
• Campaign Plan
• Name an #originalshero
• Pick your kicks
• Ads Tone & Feel
• Owned, Paid and Earned Media

3. Introducing
Adidas Originals

5. Product Line
Adidas, one of the most valued brands globally, produces a line called Adidas Originals, a sub-label
focused on casual sportswear.
http://www.adidas-group.com/en/group/history/
The Treefoil logo is considered legendary – it was created in the 70s and used as the official logo for
the Adidas Group until 1997. It was later revived in 2001 with the concept that it is still used today,
linking the past (retro) with the current (urban).

6. Brand Concept
Adidas Originals positions itself with style – it’s all about the identity, looking good and being
authentic. This is a distinct approach and clear segmentation, specifically from the
sportswear focused on challenges and performance;
Sources:
http://theonecentre.com/bar/blog/adidas-invites-all-originals-to-represent-with-a-global-brand-platform
http://news.adidas.com/adidasisallinSS12/about_originals.html
The label is often recognized as iconic due to the design and brand association, with its uniquely
retro-style which referrers to the company’s design breakthrough achieved in the mid 20th century. It
has a loyal fan base, already activated by former tribal marketing initiatives.

7. Consumer Relationship
In completion to the Adidas brand, which focus the competitive sports segment, the Adidas
Originals labels targets fashion-sensitive individuals, people that want to make a statement
with their appearance.
It is most definitely considered an urban brand, reinforced by a plethora of global endorsers
associated with the trend (e.g., Rita Ora, Pharrell Williams, Kris Wu). It is expected to
continue a double digit growth until 2020, with a strategy focused on trend-capture.
Their main target demographic most likely includes the teenagers segment (14-18) and
young adult segment (18-30).
Sources:
http://www.bloomberg.com/news/articles/2012-02-13/adidas-targets-teen-girl-fashion-market-for-1-3-billion-in-sales-retail
http://www.adidas-group.com/en/media/news-archive/press-releases/2015/adidas-group-details-growth-plan-adidas-categories-
football-runn/

9. Concept + Insight
Pro-athletes only have the best, but the everyday athlete also deserves the best. That is the
mantra of a new line of clothing to be launched by the Adidas Originals brand.
This new brand concept – life pro-athlete – should be associated with the little and personal
achievements of everyday life.
It’s not easy being a top footballer - but it’s also not easy bartending or being a bike
messenger, while making it look cool.
Adidas Originals wants to make life a little bit easier. What gives the edge to the top
athletes, will also work for the person who has a demanding physical job – never, in any
situation, compromising the unmatchable style.

10. Campaign Objective
The main goal is to resonate with the 18-30 demographic target, reinforcing the brand’s
positioning.
Hard-working individuals who have demanding jobs should identify themselves with the
campaign and the brand.
It offers a way out – you don’t have to compromise the looks for the substance, you can look
good and feel good.
This will create not only brand goodwill to the campaign, but will also generate direct sales
through the website. Product showcasing through social media to create direct sales and
ROBO conversions and to increase general awareness.

11. Campaign Plan
Objective
Definition
• Brand Analysis
• Market
Research
• Strategy &
Planning
Resources
and KPI
Definition
• Strategy &
Planning
Tracking
• Budgeting
Brand
Activation
Initiatives
• Name an
#originalshero
• Pick your kicks
Evaluation • Feedback Loop
• Engagement
Corrections
• Reiterate
Large Scale Ad
Productions

12. Name an #originalshero
Fans are invited to name a life pro-athlete and to tell their story.
The nominations should focus on the person’s occupation and how they’re making it work –
individuals that represent the brand and what it stands for will be rewarded with clothes and
related merchandise.
An anonymous curated entry will appear on a pinterest-styled campaign website. The brand
ambassadors can both participate and nominate other individuals.
Fans will have the option to secretly send the nomination to their hero, immediately offering
a discount voucher for the online shop. Adidas will later invite the nominees that best
represent the spirit of the brand to participate in the related video ad.

14. Pick your kicks
Leo Messi has his sneakers made specifically for his foot. Adidas knows best for him, and might
also be able to help you.
In addition to the Originals casual line, an online tool will be developed with the purpose of
advising the customers on what to purchase based on their daily professions.
For instances - walk a lot on hospital hallways? Maybe you should look at the indoor sport shoes;
Event planner always on the street? Check out these running shoes.
The fans will be able to share their results through social media or to directly visit a curated offer
from the shop.

17. Ads tone & feel
The campaign ads should keep the authenticity of the brand. Previous efforts have taken
similar stands, focusing on the valuation of the identity, uniqueness and boldness. The
message should be clear and direct, spoken in the 2nd person.
It’s not about adidas – it’s about your style and you fashion.
Endorsers can serve as a catalyst for the message, helping to prove a point – that every
achievement matters, even if nobody notices:
• Messi runs 8 kms per football match. Waitresses can walk up to 12 km, per shift.
• Harden runs 4 kms per basketball match. Nurses walk twice that on average, per day.
Sources:
http://www.prweb.com/releases/2012/6/prweb9608933.htm
https://vimeo.com/116725833

18. *ConceptMockup

19. Owned, Paid and Earned media
Owned Media Paid Media Earned Media
• Adidas Website;
• Owned Social Media
Channels.
• Club and athlete endorsement;
• Paid influencers content;
• Name an #originalshero web
application;
• Pick your kicks advisor web
application.
• Multi-channel promotion effort,
with focus on digital platforms;
• Large-scale video ad
campaign.
• Social media shares;
• User generated content;
• Direct, one-on-one shares and
Word of Mouth;
• Earned fashion blogosphere
promotion.
Post-CampaignPre-Campaign

20. | 20
References
• Sources available on footnotes;
• Adidas Originals design, logo and font (Adineu);
• Adidas Originals Tumblr page;
• Slide 4 splash screen, http://jthreeconcepts.com ;
• Various unattributable artworks, acquired online.