Every great story has a beginning. This on started in a small town in Bavaria, Germany. Adi Dassler registered the “Gebrüder Dassler Schuhfabrik” (Dassler Brothers Shoe Factory). Adidas was transformed into a private limited company in 1989, but remained family property until its IPO in 1995. Adidas is in the athletic apparel industry that specializes in footwear. I believe they have the potential to “up” their game in their industry; so creating a social media campaign would be fun and exciting. Adidas target market is usually the age group of 13-30 male or female. These male or females are in the middle to upper-middle class with an active lifestyle. This a big target market to try and hit when you are trying to create a campaign. I want to segment the target market into a more specific consumer. I would like to create a social media campaign using Twitter as my main platform and no supporting platforms. With Twitter, I want to bring awareness to males and females ages 25-35 the significance of living a healthy lifestyle and how to look and feel great doing it I want to primarily focus on the current consumers of Adidas. Although, since I am using Twitter as my platform, I would never be appose to gaining new customers by the current one’s “re-tweeting” or “quoting” the tweets. I want this campaign to spark the men and women that their healthy lifestyle starts now. So how will the consumers interpret the message vs. how I want them to? I would like to have tweets every other day to start out for the first month so people are aware of the campaign. After that first month, I would like to switch to tweeting three times a week so we do not overwhelm the consumer, but also so they keep updated on the latest information. I say three tweets because I want to focus on three aspects when it comes to the tweets. The first tweet of the week I want to be a motivational quote followed by #BEthedifference. I chose the hash tag BE the difference because I do not want people to just make a difference, I want them to BE the difference in their own life a maybe someone else’s. The second post will be an athlete that is endorsed by Adidas doing an activity in Adidas apparel. With the photo posts, I would like to attach a link to it that sends the consumer right to our home page. The last post will be similar to the second posts in the aspect its going to be a photo, but instead of an endorsed athlete it will be your average Joe, to show we care and like to promote our consumers. Throughout this whole campaign, I would also like to see the #BEthedifference trend all over Twitter. I want individuals to share their experience and be able to want to use this hash tag, so their followers catch on to the trend. Adidas has not done a campaign such as this so; I will be using Under Armour’s social media campaign (#IWILLWHATIWANT) as a benchmark to the metrics of the campaigns success. Keeping track on how many times the “#BEthedifference” is used, will give a good understanding on how effective and exposure this campaign is receiving. The lead team I create will collect the results from the hash tags. Having a lead team of five or so people would allow me to empower those five individuals to have two other people below them. This way I would have two teams checking results, then another two teams researching trends to help on last team update the tweets. I feel as if that is the most effective way of delegating the powers. An open room with tables and chairs and outlets to plug in our devices would be ideal. I want to keep the costs down, so noting to fancy. Rent and salary would be the two biggest expenses to think about. Depending on the success of the campaign can ultimately determine the final costs. You would not want to keep funding a project that is not meeting your goals. But if your project is exceeding those goals and expectations, then you want to keep this campaign going to bring good business to your organization.

Reference:
http://www.adidas-group.com/en/investors/strategy/global-brands-strategy/#/focus-on-the-consumer/