Will ADI And Nike Change The Way Of Digital Marketing?

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It was no longer a secret to begin to extend the tentacles to the purse of a woman.

As the industry leader, Nike and Adidas are well versed in this way.

For male consumers, it is undoubtedly a simple and effective way to use sports events or athletes as brand publicity channels.

And the expansion of the female group, this simple and extensive form may have little effect, they will pay more attention to brand experience and practical practicality.

So how to make yourself win more women's eyeballs is particularly critical.

The first step is to narrow the distance between the target group and the target group. The most direct way is to put the merchandise in front of them.

Adidas's sense of smell is especially sensitive.

As early as 2011, ADI opened the world's first women's concept store in Korea.

Over the past two years, this model has begun to expand in China, and similar shops can be found in Beijing, Chengdu and Shanghai.

Although Nike lagged behind its old rivals from time to time, its momentum did not drop.

At the end of 2014, Nike opened a number of women's experience stores in California and Shanghai.

When it comes to these stores that are exclusively for women, they must not be considered merely a seller's booth. If this is the case, it will be meaningless.

In fact, apart from all kinds of

Nike has also provided a variety of services, such as Nike gait gait analysis system, sports underwear shopping experience and various training courses.

A sign fitness trainer of Nike once said that Nike's women's experience shop is more like a very open female Sporting Club Hotel. No matter how the sports foundation is, you can join it. Whatever sport you like, you can find like-minded friends here.

Although subdivision of stores can have a direct impact on consumers, it is far from enough because of the flexibility and coverage of brand promotion.

How to make women consumers feel the brand heat to a greater extent, and Adidas and Nike have chosen a similar way -- digital marketing.

In 2013, Adidas launched the theme of "sister" marketing. The slogan of the previous two years was "all in all" in the name of a sister.

ADI invited Hebe Hebe Tian as spokesperson for the new women's series and filmed her first female themed TV advertisement.

It should be pointed out that such integrated marketing activities are not limited to television media, but also include flat and outdoor advertising, public relations activities, and retail and action marketing.

Last year, the theme marketing campaign put forward a new slogan "sisters, no impossible". The latest advertising film tells the story of the sisters overcome obstacles in sports, conveying the joy and friendship brought by sports to women.

Recently, Adidas has joined hands with the creative agency 72andSunny to launch the theme TV series of "I'm Here to Create".

It is interesting that this theme was created by Adidas before Messi won the Golden Globe Award.

This series of 15-30 short short videos will soon spread across the globe, and audiences in many countries can see them in the Champions League, Grammy Awards and other scenes.

Adidas has spent a lot of time thinking about advertising.

Danish tennis player Caroline Wozniacki, WNBA athlete Candice Parker and Nicole Winhoffer, the new global spokesperson's fitness trainer, represent the professional sports field; the lawyer pformed into marathon runner Robin Alson (Robin Arzon) and actress Hannah Bronfman (Hannah Bronfman), advocating a kind of sports enthusiasm.

It is intended to tell you that whether it is professional origin, halfway through or completely amateur, Adidas encourages you to build a lifestyle that loves sports and enjoys sharing, and it can release itself and meet challenges in sports.

Liya Wakutis, director of global communication at Adidas, said that athletes from various backgrounds are actively applying their creativity to rewrite traditional sports concepts, and stories about women groups can make people feel inspired and give rise to a sense of identity. So this time, their stories will converge into a Lia to influence and drive consumers. Vakoutis

Jason Norcross Norcross, the creative executive director of 72andSunny, also holds similar views. He said that both sports and sports marketing have enduring potential. The creative thinking of the great athletes and the positive reshaping of their ideas are easy to arouse the resonance of the female group. "Jason"

Obviously, Adidas is achieving a leap in the digital marketing of women.

Let me talk about Nike again.

Last April,

Launched the largest female consumption promotion in history, a global marketing campaign with the theme of "Better For It".

The theme of the series of ads, "Inner Thoughts", was first launched in the award-winning live broadcast of the MTV Music Video Awards, and in less than four days, 1 million 250 thousand hits were received on YouTube, and up to now, the cumulative hits have exceeded 8 million 500 thousand.

You know that Nike's promotion on YouTube only has one hundred thousand orders of magnitude.

Unlike the previous focus on professional athletes, this advertisement tells stories from the perspective of ordinary women, telling women how to build confidence from lack of safety in sports.

By this year, Nike's "Better For It" marketing campaign is continuing, and new tricks have also been played.

Nike invited the famous TV drama producer Alfonso Gomez Rui Hong, director Patricia Block and bestseller writer Jesse Andrews to jointly create an original drama called VS Margot vs Lily.

The story is mainly about Margot and Lily two sisters, one is fitness maniac, likes to share fitness videos to YouTube, while the other is lazy cancer patients, like playing games and snacks.

The two decided to make a bet, and the task was to overcome obstacles on their own.

This eight episode Mini drama has been launched. After each episode, Nike also provides abundant training guidance and information about the new NTC (Nike Training Club) and NRC (Nike Run Club) training course.

In addition, we can also see the star products and elite athletes sharing in the play, and meet all those sports enthusiasts who are looking for motivation and inspiration.

The inspirational soap opera mode created by Nike is undoubtedly easy to be accepted by female consumers. Besides, Nike can also integrate its products and activities skillfully, thus forming a multiplier effect.

Last year, Nike announced the new five year plan, that is, by 2020, it will achieve a revenue of $50 billion, and women's products will contribute $11 billion.

The female market is bound to be the main direction of Nike in the next few years.

In the face of female consumers, no matter who they are, they should pay more attention to it. This is a group that needs freshness and special attraction.

What Adidas and Nike do is seemingly a slogan and an advertisement, but behind them are feelings, innovation, and a strong ability to integrate resources.

In this era of digital information, they have set a benchmark for us to savor.