Social Media Monitoring Part 1: Adidas, Unleash Your Creativity
What kind of ways that you prefer to do sports? With fun? Or only hardworking? Adidas, the largest sportswear manufacturer in Europe and the second biggest in the world, gives women a new idea of doing sports. "Bring imagination to your next workout!" #HereToCreate
"Since hard work only gets you so far, to make a real difference, you need something more powerful. Your creativity. Unleash it and see how far it takes you." This is the main idea of Adidas's "HereToCreate" campaign. Targeting on women, this campaign posts several short videos and pictures of famous athletes from different countries on the social media platforms, like Instagram, to show us how important the creativity is for our daily workout. Also, Adidas created a label for followers, so that we can post videos and pictures of our workout. Based on the "Fear of Missing Out" phenomenon, or now casually referred to as FOMO, if people watched these amazing women who have the perfect figures are still working out, then they will probably also participate in this #HereToCreate community.
Now let's have a look at what Adidas did and how they communicate with the groundswell.
Here is Adidas's main "Battlefield" for this campaign. You are probably thinking that they just upload one video to let the groundswell know about this campaign, and create a tag at the end. BUT! Instead of only one commercial, they uploaded 17 videos during the whole February. Don't underestimate this number! Using a continuous way to post these videos just like to set an "alarm clock" for us to work out in a creative way and post under "#HereToCreate". Thus, Adidas can use the power of groundswell to promote their campaign for a long time with a low price.
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| The seventeen posts of Adidas on Instagram. |
First, as what we said before, creating a tag can build our costumers a community to communicate with each other. Just like the picture shown below, people in this community can like others post and comment on that. This is also a good way to energizing others to post something related. "#HereToCreate" has had almost seventy-thousand posts by the 27th February.
The other thing that proves Adidas is doing a good job is that the groundswell has a good response to this. When we were doing the research, we tried to find some Adidas's replies to the groundswell. Even though we found some responses, there were not enough. Adidas didn't reply to their followers frequently, which they should not keep doing. Communicating with groundswell is important. We need to listen and talk to our customers. 
First, below is an analysis of the content overview of Adidas, in February. This campaign started from 1st February to 12th February and continued from 24th February to present. In total, there were 17 videos.
Adidas Official Account on Youtube released these videos as well. These videos have a lot of views and the most popular one has over 25 million views. But we found an interesting thing during our research. Watch this video first!
(They deleted every video of this playlist on their official YouTube Chanel)
This video is one of the 17 campaign videos. Also, this one has a high amount of views which almost reached 2 million. You're probably thinking: "Wow! This video must be popular!" Exactly, just like what you think, I thought so. BUT!! After having a look at the comments below the video I found out that this isn't true.
All of the viewers were complaining about both the content of this video and the pops up annoyment! This video has a high view number, not because that people love it. The only reason is that Youtube makes it pops up! What's worse, the official account of Adidas didn't reply to any of these comments. Did they notice these complaints by their viewers? We don't know. But they'd better deal with this ASAP.
To be clear, not all of the 17 videos have negative comments. Most of them are liked by viewers. And even someone questioned that why there were so many dislikes.
The Sum of Views is 32,7 million.
Twitter:
The official account of Adidas posted these videos on Twitter too. They also pinned the original video post on their own page. This post was retweeted 525 times. Quite popular, right?
The official account of Adidas posted these videos on Twitter too. They also pinned the original video post on their own page. This post was retweeted 525 times. Quite popular, right?
What draws a lot of our attention on Twitter is that Adidas did an excellent job of communicating with people who comments or retweets. Here are some examples we took on their twitter page. First, they responded to followers by using some GIF pictures of the main characters in those videos.
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| Example 1 |
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| Example 2 |
As shown in the screenshot below, there are 8,0k Likes, 314 Replies, and 1,9k Retweets during February. The most active day is 1st February when the original video was posted.
As shown below, there are 54,9k Reactions, 1,5k Comments, and 4,1k Shares during February. The most active day is 1st February when the original video was posted.
We analyzed the impact of this campaign separately from each social media platform Adidas uses. Now, how did they do as a whole? Here are some screenshots which are taken from Socialmention. There are four main factors, which are Strength, Sentiment, Passion, and Reach. Strength is the likelihood that our band is being discussed in social media; Sentiment is the ratio of mentions that are generally positive to those that are generally negative; Passion is a measure of the likelihood that individuals talking about your brand will do repeatedly; Reach is a measure of the range of influence, and it's also the number of unique authors referencing your brand divided by the total number of mentions.
The four screenshots show that Reach kept a high level which was always around 76%. That's a good sign to show that Adidas's strategy works. The consistent posts can really spread the awareness of this content we want to tell our customers. Strength kept a pretty stable status from 50% to 65%. But Passion kept a low status, which should become a concern of Adidas. Besides, the sentiment declined from 53:0 to 36:0. Maybe there was something wrong? It's better to look into the groundswell and try to figure out the reason. Other than all above, there were no negative comments about this campaign.
February 19: Strength was 58% along with a high Reach can be a positive result.
February 25: Strength decreased a little, but the Sentiment and the Reach were pretty high, which was a good thing.
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| 2/25/2017 |
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| 2/27/2017 |
How do you think about the "Unleash Your Creativity" campaign of Adidas? Are you motivated by their videos? Based on all the research we did, the campaign of Adidas did a pretty great job. If you are curious about what are the results, then come to read my Part 2 blog, in which we'll show you more detail analysis about their campaign.
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