本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
阿迪达斯的情人节
案例简介：概要 阿迪达斯是唯一一个专门研究女性脚独特解剖结构的运动服装品牌，并创造了一种适合自己的鞋子，而不是简单地调整男士设计。所以我们知道，随着 PureBoost X 的推出，我们将向世界各地的女性传达一个重要的信息，这是一种由女性为女性设计的新跑鞋。跑步社区在 Instagram 上非常活跃，该频道是阿迪达斯接触 15-35 岁女性和体育爱好者的重要途径。随着 Instagram 最繁忙的一天 (情人节) 的临近, 我们面临着一个独特的挑战 -- 我们如何通过世界上第一双女性唯一的跑步鞋的镜头来创造一幅突出的内容来庆祝爱情……？ 执行 我们的图片在情人节在全球阿迪达斯 Instagram 频道上发布，回复开始滚动。大多数粉丝祝贺我们，主流媒体也接受了这个故事，普遍称赞阿迪达斯对 LGBT 社区的支持。不幸的是，并不是每个人都同意我们的爱和多样性信息，负面评论在我们的帖子下爆炸: “阿迪达斯真可耻!当仇敌威胁要抛弃我们时，我们没有动摇、退缩或后悔。我们提供了一个简单、甜美的表情回复 -- 挥手拜拜，吹吻。但是仇恨者是少数，阿迪达斯被认为在面对负面攻击时保持了我们的积极性和幽默感。一周后，人们仍在谈论这篇文章。它甚至吸引了丽塔 · 奥拉和艾伦 · 德杰尼勒斯的名人转发，她与 2600万名粉丝分享了这一形象。 结果 我们的标志性形象成为阿迪达斯在所有 Instagram 频道上最受欢迎的帖子，甚至击败了之前以大牌运动员大使为特色的帖子。人们接受了我们的回应，并以高度积极的评论回应: “我现在要去买一些阿迪达斯的鞋子” 和 “希望我是股东! 这个情人节帖子在社交媒体上庆祝爱联合的朋友和粉丝，以支持一个边缘化的社区。更重要的是，它也粉碎了以前的竞选结果，实现了: 比阿迪达斯在 Instagram 上的平均帖子高 360% 的参与度通过 10亿件赢得的媒体报道达到了 150 以上 postAll 当天的 000 名新追随者: 零付费媒体支出无媒体外联无付费大使 活动描述 我们想避免通常的情人节陈词滥调，所以我们拒绝了明显的浪漫主义信息，并寻找更大胆的东西来消除混乱。我们想吸引各地的女性，但是带着她们不习惯看到的信息或形象。我们创造了一个简单的形象，可以立即识别，并讲述了一个普遍的故事。这个姿势只关注两个人的脚和腿，暗示着两个女人之间的亲吻和爱情。标题写道: “你得到的爱等于你得到的爱”。这种积极的视觉陈述展示了阿迪达斯对多样性原则的信念，这是其哲学的核心。这表明阿迪达斯是每个人的品牌，它以各种形式庆祝爱 -- 在任何两个人之间。 战略 我们让我们的目标受众，15 岁至 35 岁的女性，在他们最喜欢的社交频道上，在一年中最受欢迎的第二天: 情人节。我们知道我们的观众会支持我们，因为 73% 的 16-35 岁的人支持同性婚姻 (皮尤研究中心)。我们也知道很多人不会分享我们的观点。但是我们已经准备好了一套问题管理指南。并不是每个品牌都有足够的勇气在国际爱日制造一场社交媒体风暴。我们知道负面反应可能很强烈，很难控制。但我们相信，与我们的粉丝展开诚实、开放的对话最终会对品牌产生积极影响。阿迪达斯在支持男女同性恋、双性恋和变性者社区的权利方面有着良好的记录。我们知道我们的社区会尊重我们坚持我们的枪。
阿迪达斯的情人节
案例简介：Synopsis Adidas is one of the only sportswear brands to have specifically researched the unique anatomy of the female feet and created a shoe to fit, rather than simply adapting men’s designs. So we knew we’d have a big message for women everywhere with the launch of the PureBoost X, a new running shoe created for women, by women. The running community is very active on Instagram, and the channel is an important way for Adidas to reach their target audiences of both female 15-35 year olds and sports enthusiasts. With one of Instagram’s busiest days (Valentine’s Day) approaching, we were faced with a unique challenge – how could we create a piece of stand-out content that celebrated love through the lens of the world’s first female-only running shoe…? Execution Our image went out on Valentine’s Day on the global Adidas Instagram channel, and the responses started rolling in. Most fans congratulated us, and the mainstream media embraced the story, universally praising Adidas for its support of the LGBT community. Unfortunately, not everyone agreed with our message of love and diversity, and negative comments exploded under our post:“Shame on you Adidas!!!! I’m going to Nike now”When the haters threatened to desert us, we didn’t falter, retract or regret. We offered a simple, sweet emoji reply – waving bye bye and blowing a kiss.But the haters were in the minority and Adidas were recognised for keeping our positivity and sense of humour in the face of negative attacks. People were still talking about the post a week later. It even attracted celebrity reposts from Rita Ora and Ellen DeGeneres, who shared the image with her 26 million fans. Outcome Our iconic image became Adidas’ most liked post ever across all their Instagram channels, even defeating previous posts featuring big-name athlete ambassadors. People embraced our response and responded with highly positive comments:“I’m going to go buy some Adidas shoes now” and “Wish I was a shareholder!”This Valentine’s Day post celebrating love united friends and fans on social media, in support for a marginalised community. What’s more it also shattered previous campaign results, achieving: •360% higher engagement than an average post for Adidas on Instagram •Over 1 billion reached through 150 pieces of earned media coverage•42,000 new followers on the day of the postAll with:•Zero paid media spend•No media outreach•No paid ambassadors Campaign Description We wanted to avoid the usual Valentine’s Day clichés, so we rejected the obvious romanticised messages and looked for something bolder to cut through the clutter. We wanted to appeal to women everywhere, but with a message or image they’re not used to seeing. Something that would instantly prompt them to think, feel and share.We created a simple image that was immediately recognisable – and told a universal story. Focused just on the feet and legs of two people, the pose suggests a kiss and love between two women. The caption reads:“The love you take is equal to the love you make”. This positive visual statement demonstrated Adidas’ belief in the principles of diversity which are core to its philosophy. It showed that Adidas is a brand for everyone and celebrates love in all its forms – between any two people. Strategy We engaged our target audience, women aged 15 to 35, on their favourite social channel on the second most Instagramed day of the year: Valentine’s Day. We knew our audience would have our back, as 73% of 16-35 year olds support same-sex marriage (Pew Research Center). We also knew many people wouldn’t share our views. But we were ready for them with a set of issues management guidelines. Not every brand is brave enough to create a social media storm on the international day of love. We knew negative reactions might be strong and hard to contain. But we believed starting an honest, open-hearted conversation with our fans would ultimately have a positive effect on the brand. Adidas has a proven track record of supporting the rights of the lesbian, gay, bisexual and transgender (LGBT) community. And we knew our community would respect us for sticking to our guns.
A Valentine From Adidas
案例简介：概要 阿迪达斯是唯一一个专门研究女性脚独特解剖结构的运动服装品牌，并创造了一种适合自己的鞋子，而不是简单地调整男士设计。所以我们知道，随着 PureBoost X 的推出，我们将向世界各地的女性传达一个重要的信息，这是一种由女性为女性设计的新跑鞋。跑步社区在 Instagram 上非常活跃，该频道是阿迪达斯接触 15-35 岁女性和体育爱好者的重要途径。随着 Instagram 最繁忙的一天 (情人节) 的临近, 我们面临着一个独特的挑战 -- 我们如何通过世界上第一双女性唯一的跑步鞋的镜头来创造一幅突出的内容来庆祝爱情……？ 执行 我们的图片在情人节在全球阿迪达斯 Instagram 频道上发布，回复开始滚动。大多数粉丝祝贺我们，主流媒体也接受了这个故事，普遍称赞阿迪达斯对 LGBT 社区的支持。不幸的是，并不是每个人都同意我们的爱和多样性信息，负面评论在我们的帖子下爆炸: “阿迪达斯真可耻!当仇敌威胁要抛弃我们时，我们没有动摇、退缩或后悔。我们提供了一个简单、甜美的表情回复 -- 挥手拜拜，吹吻。但是仇恨者是少数，阿迪达斯被认为在面对负面攻击时保持了我们的积极性和幽默感。一周后，人们仍在谈论这篇文章。它甚至吸引了丽塔 · 奥拉和艾伦 · 德杰尼勒斯的名人转发，她与 2600万名粉丝分享了这一形象。 结果 我们的标志性形象成为阿迪达斯在所有 Instagram 频道上最受欢迎的帖子，甚至击败了之前以大牌运动员大使为特色的帖子。人们接受了我们的回应，并以高度积极的评论回应: “我现在要去买一些阿迪达斯的鞋子” 和 “希望我是股东! 这个情人节帖子在社交媒体上庆祝爱联合的朋友和粉丝，以支持一个边缘化的社区。更重要的是，它也粉碎了以前的竞选结果，实现了: 比阿迪达斯在 Instagram 上的平均帖子高 360% 的参与度通过 10亿件赢得的媒体报道达到了 150 以上 postAll 当天的 000 名新追随者: 零付费媒体支出无媒体外联无付费大使 活动描述 我们想避免通常的情人节陈词滥调，所以我们拒绝了明显的浪漫主义信息，并寻找更大胆的东西来消除混乱。我们想吸引各地的女性，但是带着她们不习惯看到的信息或形象。我们创造了一个简单的形象，可以立即识别，并讲述了一个普遍的故事。这个姿势只关注两个人的脚和腿，暗示着两个女人之间的亲吻和爱情。标题写道: “你得到的爱等于你得到的爱”。这种积极的视觉陈述展示了阿迪达斯对多样性原则的信念，这是其哲学的核心。这表明阿迪达斯是每个人的品牌，它以各种形式庆祝爱 -- 在任何两个人之间。 战略 我们让我们的目标受众，15 岁至 35 岁的女性，在他们最喜欢的社交频道上，在一年中最受欢迎的第二天: 情人节。我们知道我们的观众会支持我们，因为 73% 的 16-35 岁的人支持同性婚姻 (皮尤研究中心)。我们也知道很多人不会分享我们的观点。但是我们已经准备好了一套问题管理指南。并不是每个品牌都有足够的勇气在国际爱日制造一场社交媒体风暴。我们知道负面反应可能很强烈，很难控制。但我们相信，与我们的粉丝展开诚实、开放的对话最终会对品牌产生积极影响。阿迪达斯在支持男女同性恋、双性恋和变性者社区的权利方面有着良好的记录。我们知道我们的社区会尊重我们坚持我们的枪。
A Valentine From Adidas
案例简介：Synopsis Adidas is one of the only sportswear brands to have specifically researched the unique anatomy of the female feet and created a shoe to fit, rather than simply adapting men’s designs. So we knew we’d have a big message for women everywhere with the launch of the PureBoost X, a new running shoe created for women, by women. The running community is very active on Instagram, and the channel is an important way for Adidas to reach their target audiences of both female 15-35 year olds and sports enthusiasts. With one of Instagram’s busiest days (Valentine’s Day) approaching, we were faced with a unique challenge – how could we create a piece of stand-out content that celebrated love through the lens of the world’s first female-only running shoe…? Execution Our image went out on Valentine’s Day on the global Adidas Instagram channel, and the responses started rolling in. Most fans congratulated us, and the mainstream media embraced the story, universally praising Adidas for its support of the LGBT community. Unfortunately, not everyone agreed with our message of love and diversity, and negative comments exploded under our post:“Shame on you Adidas!!!! I’m going to Nike now”When the haters threatened to desert us, we didn’t falter, retract or regret. We offered a simple, sweet emoji reply – waving bye bye and blowing a kiss.But the haters were in the minority and Adidas were recognised for keeping our positivity and sense of humour in the face of negative attacks. People were still talking about the post a week later. It even attracted celebrity reposts from Rita Ora and Ellen DeGeneres, who shared the image with her 26 million fans. Outcome Our iconic image became Adidas’ most liked post ever across all their Instagram channels, even defeating previous posts featuring big-name athlete ambassadors. People embraced our response and responded with highly positive comments:“I’m going to go buy some Adidas shoes now” and “Wish I was a shareholder!”This Valentine’s Day post celebrating love united friends and fans on social media, in support for a marginalised community. What’s more it also shattered previous campaign results, achieving: •360% higher engagement than an average post for Adidas on Instagram •Over 1 billion reached through 150 pieces of earned media coverage•42,000 new followers on the day of the postAll with:•Zero paid media spend•No media outreach•No paid ambassadors Campaign Description We wanted to avoid the usual Valentine’s Day clichés, so we rejected the obvious romanticised messages and looked for something bolder to cut through the clutter. We wanted to appeal to women everywhere, but with a message or image they’re not used to seeing. Something that would instantly prompt them to think, feel and share.We created a simple image that was immediately recognisable – and told a universal story. Focused just on the feet and legs of two people, the pose suggests a kiss and love between two women. The caption reads:“The love you take is equal to the love you make”. This positive visual statement demonstrated Adidas’ belief in the principles of diversity which are core to its philosophy. It showed that Adidas is a brand for everyone and celebrates love in all its forms – between any two people. Strategy We engaged our target audience, women aged 15 to 35, on their favourite social channel on the second most Instagramed day of the year: Valentine’s Day. We knew our audience would have our back, as 73% of 16-35 year olds support same-sex marriage (Pew Research Center). We also knew many people wouldn’t share our views. But we were ready for them with a set of issues management guidelines. Not every brand is brave enough to create a social media storm on the international day of love. We knew negative reactions might be strong and hard to contain. But we believed starting an honest, open-hearted conversation with our fans would ultimately have a positive effect on the brand. Adidas has a proven track record of supporting the rights of the lesbian, gay, bisexual and transgender (LGBT) community. And we knew our community would respect us for sticking to our guns.
阿迪达斯的情人节
暂无简介
A Valentine From Adidas
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
