Iris > 实例探究 > 拥抱消极:阿迪达斯的#THEREWILLBEHATERS 活动

拥抱消极:阿迪达斯的#THEREWILLBEHATERS 活动

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适用行业
  • 消费品
适用功能
  • 销售与市场营销
关于客户
该客户是阿迪达斯 (adidas),该品牌是一家全球运动品牌,以其供应足球鞋和装备而闻名 60 多年。
挑战
传统足球品牌阿迪达斯 (adidas) 正在将其 17 岁消费者的主要受众拱手让给更新、更有趣的竞争对手。
解决方案
#THEREWILLBEHATERS 活动将阿迪达斯的角色从装备制造商重新定义为信心供应商,拥抱辱骂并将负面评论转化为动力。
运营影响
  • The #THEREWILLBEHATERS campaign was a resounding success for adidas. It not only exceeded the set KPIs by a significant margin but also repositioned the brand in the eyes of its key audience. By embracing the negative comments and turning them into motivation, adidas was able to connect with its audience on a deeper level. The campaign's innovative approach to social engagement resonated with the young audience and helped the brand stand out from its competitors. The campaign's success was also recognized by the industry, as evidenced by the multiple awards it won. Overall, the campaign helped adidas reinvent its image and reaffirm its position as a leading football brand.
数量效益
  • The campaign exceeded KPIs by an average of 220%
  • The campaign film garnered 45 million views over 3 months, far exceeding the KPI of 10 million views
  • The campaign won a Bronze Cannes Integrated Cyber Lion, a Gold Clio Sport Award, and 5 Campaign BIG Awards in 2015

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