Iris > 实例探究 > adidas TERREX:推动户外市场的增长和认知度

adidas TERREX:推动户外市场的增长和认知度

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适用行业
  • 消费品
  • 零售
适用功能
  • 销售与市场营销
用例
  • 室外环境监测
关于客户
adidas TERREX,全球收入最高的户外品牌之一
挑战
阿迪达斯 TERREX 制定了雄心勃勃的增长计划,但人们认为其无法与竞争对手相提并论。许多徒步旅行者不知道该品牌及其产品。
解决方案
围绕 Free Hiker 2 和 WMN 鞋这两个英雄系列开展了一场全球活动,以提高知名度并支持当地销售目标。制作了一部由徒步影响者 Arielle Shipe 主演的英雄电影,并发起了影响者活动和竞赛来吸引徒步旅行者。与 5 个市场的影响者和合作伙伴合作制作内容并覆盖更广泛的受众。
运营影响
  • The global campaign significantly boosted the brand's visibility and reach, with the messaging travelling beyond adidas TERREX's owned channels and audience, thanks to the influencers' combined audience following of over 1 million. The campaign also successfully drove authentic representation of outdoor sport in different regions of the world, thereby enhancing the brand's global image. The hero film featuring Arielle Shipe and the influencer campaign not only raised awareness about the brand and its products but also resonated with the target audience on a personal level, thereby fostering a stronger connection between the brand and its consumers. The competition to win a trip to hike part of the Pacific Crest Trail further engaged the audience and generated excitement around the brand and its offerings.
数量效益
  • Collaborated with 12 influencers across 5 markets
  • Reached an audience of over 1 million through the influencers' combined following
  • Successfully launched two hero franchises within the season

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