Adidas Tmall Super Brand Broke 9 Billion Minutes In A Day. What Did They Do Right?

This year is the 50th anniversary generation of Adidas Originals Superstar shoes. In previous years, every time this shoe comes to a special time node, Adidas Originals will organize activities around the world to interact with trend consumers or footwear enthusiasts. Adidas Originals will not let go of this special opportunity of 50th anniversary. In order to make Chinese consumers have a deeper understanding of superstar shoes, Adidas joined Tmall super brand day through joint design, star planting grass, fan game interaction, live broadcast and other online marketing methods. 9 minutes break 100 million, 24 hours sold out 37 thousand pairs of Superstar, Tmall sports category ranked first in sales.

So how did Adidas Originals do it? What did they do right? BoF summed up the 5 highlights of Adidas Originals online marketing.

　　 Day cooperation with Tmall super brand

Tmall super brand day, founded in 2015, is Tmall's most influential brand marketing super IP. It is good at integrating the whole network's ecological strength, creating a brand eleven of its own brand, and providing an innovative stage for the world's top brands.

Over the past five years, it has become the biggest Carnival of communication between brands and their consumers. Through the Tmall big data, we strengthened the digital marketing capabilities of our brands, forming a deep link with consumers. Through a concentrated activity and a ritual sense of super days, we brought double bursts of sound volume and sales volume to the brand, and touched and connected users with unprecedented energy to catalyze super products. Brand brings new consumption experience to consumers.

This year is the second time for Adidas to cooperate with Tmall super brand day. After 5 years of operation, Tmall's super brand day has taken into account both the sales volume and the voice volume of the brand. Not only has the absolute advantage of online marketing, help Adidas mobilize resources, but also flexibly use the power of digital platform to create "live broadcast week" activities for Adidas. So as to achieve sales targets, we can kill two birds with one stone. Adidas's cooperation with Tmall's super brand day has paved the way for a series of online activities of Superstar 50th anniversary, and is also the starting point for all.

　　 Joint design of 1+1>2

The cooperation between Adidas Originals and Tmall super brand day also includes Adidas Superstar x, Tmall special restricted shoes, and all kinds of topic joint design restrictions. It is understood that the birth of Superstar shoes was first traced back to 1969. It was originally a shoe type specially designed for basketball. By 70s, Superstar was the first leather leather basketball shoes to debut at the stadium. A lot of players in the NBA League were playing in it. With the growth of Hip-Hop culture, Superstar shoes become a symbol of street culture.

Nowadays, although joint marketing is not new, how to make joint design achieve the effect of 1+1>2 is adidas has been thinking. In fact, as early as last December, Adidas and Prada jointly launched a boom in the tidal current circle. On Adidas x Tmall super brand day, Adidas Originals has made a special 50th anniversary shoe wall, displaying more than 40 pairs of newly designed Superstar, including the joint venture with Chinese designer Angel Chen, Tmall super brand day and Innersect. And in the Superstar new shoe online live broadcast released in the middle of the world.

On the first day of the day, Adidas Originals invited designer Angel Chen to come to the studio to tell you the inspiration of the joint shoe design. "My first pair of shell shoes are red, so this Adidas x Angel Chen joint name is also the main color of red, and red stands for table tennis, blue represents diving, and yellow represents Gongfu. These three colors together represent the most important movement of China, and also the representative color of Angel Chen brand. These red shoes are representative of the ping pong series, and the material of shoes and shells is table tennis racket material, "Angel Chen explained in the studio.

In addition, in the climax of the live broadcast week, star Dong Youlin came to the studio as host in February 20th, showing you the exclusive cooperation Adidas Originals Superstar jointly built by Adidas and Tmall. The cooperation shoes are based on classic black and white color matching, the shoe side "SUPERSTAR" and the shoe tongue standard are injected into the bronzing details, while Tmall's "cat's head" Logo is exquisitely decorated as shoelace buttons, and the limited amount is also equipped with Tmall exclusive limited shoebox, so as to show its particularity.

　　 Identify brand spokesmen

Brand is also the key to identify the endorser of publicity products on the basis of product quality.

Adidas invites thousands of seals to be a spokesperson. On the one hand, he is positive, energetic and vivid, matching with Adidas Originals's brand tonality. On the other hand, the fans are easy to lock up. This was reflected in the 2019 Adidas Originals August launch of OZWEEGO, which created a strong marketing campaign and sales performance in the OZ campaign. The ability to carry Superstar shoes is also evident.

On the occasion of the Superstar50 anniversary, Adidas used the more sophisticated operation to use the promotional materials that can be easily stored up to the extreme. Posters, short videos, and stickers and moving pictures with easy seals are fission propagation on social media such as WeChat, micro-blog, jitter and so on, which exemplars the online trend of the brand's early stage.

　　 Develop online game new ways to attract fans interaction

On the eve of Adidas x Tmall super brand, adidas has developed several new online games to attract fans to interact with brands spontaneously.

Tmall super brand day and Tmall brand team jointly launched the "unlocking star card game" for consumers. Users can enter the relevant page through the two floor of the adidas official flagship store. During the event, the cards can be obtained from many different stars, including the thousand seals, that is, you can get generous gifts such as coupons, Tmall elf Adidas customized version and Blondey joint name Superstar.

Adidas Tmall super brand day also joined micro-blog's quiver and other platforms to launch a challenge challenge for the crowd at home. Fans use the stickers with easy to seal the head, and the most popular ones can be raffled according to the rankings. According to statistics, there are 520 million times of the volume of the tram challenge.

Adidas also launched a joint challenge with Tmall on micro-blog to invite the consumers to share the life segment of the ceremony. The hope is that during this special period, everyone's home life will be as wonderful as possible. It will be able to move forward together with Tmall's super brand day x adidas Originals in a "better" lifestyle and welcome the warm spring together.

　　 Live broadcast activities for sale purpose

Because of special reasons, Adidas's scheduled offline event in February 18th was forced to be cancelled. This prompted Adidas to jump out of the comfort zone and immediately adjust its strategy to move the campaign to the studio. It is a precedent for the apparel industry to hold live broadcast week, and also the first campaign brand to create live broadcast week.

During the super live week, Adidas started from the content. From February 17th to February 21st, invited the fashion bloggers and fashion star bloggers to come to tell the historical story of Adidas shell shoes, share the experience of wearing with consumers, and so on.

In February 19th, the moderator and trend brand director Li Chen shared the Superstar35 annual limited edition with the Aka Shen and Aykes editor Solo in the live room, introduced the change of the 50th anniversary shoes, and even said that Superstar is not only a pair of shoes, but also an entry to the trend culture.

Superstar new shoe online live broadcast week also invited live Queen Victoria joined, Dong Youlin and wiya live together to fight call, create marketing topics, Dong Youlin connect wiya, Within 10 minutes, via a record of 17 million, 27000 sales.

February 21st Adidas x Tmall super brand day, Flagship store official live watching 35 million, 9 minutes sales of billions of dollars, and ultimately far more than 19 years Adidas x Tmall super brand daily sales record, And become the highest brand of Tmall sports category and clothing category.

So the good data is not achieved overnight. It is the result of all the popular and innovative online marketing methods, such as brand, Tmall, anchor, star and so on. In the whole process, it was impressive that the adidas team spent only 10 days to transform the original offline activity into a 5 day online cloud publishing campaign, and to sell daily as the theme and invite guests. It is a bold and creative attempt for Adidas, and has also made a good demonstration for other brands.

In addition, adidas has formed a complete marketing integration loop through the online game, live broadcast interaction, star shopping, anchor selling and other steps, from the propaganda to sales of Superstar50 annual marketing program, and the final results are far beyond expectations. This has to make us think whether the live broadcasting activities in the future are better than offline activities, and whether online live broadcast can replace offline retail.