Nemeziz: Transforming Influencers into Brand Advocates
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. It is the largest sportswear manufacturer in Europe and the second-largest in the world. Adidas is known for its innovative and high-quality products that cater to a wide range of sports and lifestyle needs. The company constantly strives to create products that help athletes perform better, play better, and feel better. In this case, Adidas was launching a new product, the Nemeziz football boot, designed for the best football players and wanted to create a unique and impactful advertising campaign for the same.
The Challenge
The challenge faced by Adidas was to create a buzz and demand for their new product, the Nemeziz football boot, which was specifically designed for the best players. The company wanted to target a niche market of top-tier football players and enthusiasts, but the challenge was how to effectively reach and engage this specific audience. The traditional advertising methods were not sufficient to create the desired impact and Adidas needed a unique and innovative approach to promote the Nemeziz football boot. The company wanted to leverage the influence of popular football influencers but the task was to get them interested and involved in the campaign.
The Solution
Adidas came up with a unique advertising strategy that played on the ego of the influencers. The campaign message was 'It’s not made for you', challenging the influencers to prove that they had the skills to own a pair of Nemeziz football boots. This strategy sparked curiosity and interest among the influencers, prompting them to participate in the campaign. The campaign involved 32 of the region's biggest football influencers who battled it out to be crowned the Nemeziz. This approach not only engaged the influencers but also their followers, thereby creating a wide reach for the product. The campaign was executed across various platforms including advertising, content & social, and PR & influencer marketing.
Operational Impact
Quantitative Benefit
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