Resonance has just released the Adidas China Social Campaign Report. This installment will provide in-depth analysis on Adidas’s All In For My Girls campaign promoting women’s activewear in China – reviewing how the brand used their digital and social channels to inspire women’s fitness using an innovative social minisite (weizhan) on WeChat.
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Below are a few highlights from the report:
Adidas WeChat Fitness Minisite
Adidas launches a WeChat minisite to inspire social fitness.
At the center of the campaign was a custom mobile campaign minisite (weizhan) that was promoted through the brand website, Sina Weibo, as well as the official Adidas WeChat account. Followers are encouraged to form fitness groups, inviting friends through WeChat, and can complete group activity missions to accumulate reward points which can be redeemed for brand products.
Adidas Celebrity Campaign Ambassadors
Adidas partners with Hebe Tian to launch national brand fitness tour.
To boost awareness for All In For My Girls, Adidas partnered with pop start Hebe Tian to be the celebrity campaign ambassador. In addition to appearing in campaign materials, Hebe participated in a campaign launch event in Shanghai that kicked-off a national tour promoting women’s fitness across China.
Adidas Campaign Results
In terms of performance for All In For My Girls, Adidas emphasized product giveaways to create buzz for the campaign among Weibo followers to launch online and offline activities. Although Hebe Tian exposed a huge built-in audience to the campaign through a direct retweet, the bulk of awareness was sustained by digital influencers and media aggregators throughout the duration of the tour.
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Adidas China Social Campaign Report
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