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Adidas Football Facebook Ad Case Study

Adidas Football Facebook Ad Case Study

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Published by Social Fresh

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Published by: Social Fresh on Jun 18, 2012
Copyright:Attribution Non-commercial

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Advertising Case Study
adidas Football
Company Background
adidas is one o the leading sports brands in theworld, with a broad and unique product portoliospanning apparel and ootwear or proessionalathletes, to authentic streetwear and premiumashion apparel. The global brand, headquarteredin Germany, currently ocuses on fve globalpriorities: Football, Running, Training, Basketballand the Originals label. adidas Football is thebrand that celebrates teams and individual playersalike.
Objective
With the beginning o the World Cup in SouthArica in 2010, adidas entered the tournamentwith two main objectives: To be the most talkedabout sports brand o the World Cup and toexport the action digitally to ootball ans aroundthe world. The brand was also seeking to raiseawareness about the launch o its new F50 adiZeroootball boot ahead o the matches. What’s more,the company was also committed to leaving alegacy behind in South Arica ater the games hadended. As a result, it wanted to encourage adidasans to contribute to the 46664 charity, which isNelson Mandela’s global HIV/AIDS awareness andprevention campaign.As this was the frst tournament in Arica, itwas specifcally important or adidas to showootball ans around the world what it was liketo experience the World Cup on Arican soil.“We needed the best platorm to enable ansto consume and engage with all this incrediblecontent that was being captured and createdon the ground,” says Gaetano Squillante, Heado Social and Digital Media, Sport PerormanceDivision, adidas. “We elt that Facebook wasthe platorm best suited to helping us reachour objectives.”
Facebook Executive Summary
Client:Objective:
 adidas Football wanted to be themost talked about sports brand othe 2010 World Cup and to exportthe action digitally to ootball ansaround the world
Solution:
 A global campaign on Facebook thatdrove users to the adidas FootballPage where they could interact withunique content rom the event, watchoriginal videos, play games and learnabout new products
Key Lessons:
•AFacebookAdscampaignthat
drives users to unique content candramatically increase engagementand connections as well aspositively aect brand avorabilityas well as product awareness
•Abrand’sFacebookPagecan
serve as a dynamic hub to whichconsumers can be directed orunique digital content, newsabout new products, the ability tocontribute to causes, as well asthe ability to share inormationabout the things that areimportant to them
 
Advertising Case Study
During the 31 days o the World Cup, the brandcentered its conversation around adidas Football’sFacebook Page – the ree public profle thatenables companies to share their business andproducts with users on an ongoing basis. Thesports giant also enabled the Page to be a placewhere ans o adidas Football could donatedirectly to the 46664 charity.
Approach
adidas began its World Cup campaign in May2009 with the launch o its new F50 adiZeroootball boot and the roll-out o its “Every TeamNeeds” campaign. From start to fnish, adidasFootball’s World Cup initiatives ocused on highlyengaging and interactive content and games.The Web-based “50 Days o Fast” applicationwas built around a graphic novel campaign andwas designed to showcase the product beneftsthrough highly engaging content. The brandran several “reach blocks,” which are ad buyson the Facebook Home Page guaranteeing thatthe brand would reach 100 percent o its targetaudience over a 24-hour period. One reach blockthat ocused on the F50 adiZero launch eaturedPremium Page Ads and Premium Video CommentAds to encourage users to connect with theadidas Football Page and view a video to see theboot “in action.”The brand continued to build on its “EveryTeam Needs” narrative with Facebook,introducing applications such “Player Type ID,”which encouraged users to select the types oproessional ootball players they or their riendsmostly resembled. When World Cup play beganin early June, adidas Football ran reach blocks inall o its key markets to kick o “The Quest.” Thevideo premiered on Facebook and showcased thedierent player types that would be participatingin the world’s biggest ootball event. In severalmarkets, the Premium Video Comment Ads drivingto the video eatured top players rom thosemarkets.Another Facebook app that adidas Footballdeveloped was called “Matchups.” These allowedpeople to put two players head-to-head, lettingusers predict outcomes o matches, sharepredictions with riends, and engage with othertypes o content. The various interactions with theapp allowed users to earn points. At the end o thetournament, users with the highest scores receivedadidas prizes. “This again was supported throughmedia using more targeted buys via Facebookcluster targeting to maximize efciency,” Gaetanosays. adidas used Facebook’s anonymized andaggregated targeting data to direct its ads to itskey demographic o males 18- to 24-years old wholisted “ootball” among other keywords in the Likes& Interests section o their Facebook profles.
“With the arrival of one of the biggestevents in the world in2010, adidas choose topartner with Facebook to connect withfootball fans aroundthe world and join the conversation. Wewanted to deliver the fans of our branda truly unique experience throughout thetournament through our players, teamsand products. Facebook helped us inachieving this.” 
Gaetano Squillante
Head of Social and Digital Media,Sport Performance Division, adidas

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