The Oliver Agency received at The Drum Awards for Content 2022 within the Best Response to Change class for its Adidas – Training Series marketing campaign. Here, we discover out extra about what went into this successful marketing campaign.
Adidas Training Series Campaign
The temporary
As the pandemic took maintain and gymnasiums shut down, on-line searches for ‘house workout routines’ rose by over 400%. Adidas wished to leverage its impression as a pacesetter in sports activities, to encourage folks to remain wholesome and sustain their health coaching at house by embodying the model’s mantra of utilizing sports activities to vary lives for the higher.
Their purpose was to empower athletes in any respect ranges, whether or not that was collegiate athletes or excessive schoolers at house. They wanted a content material hub that may actively encourage using sports activities as an avenue for self-improvement and well being. Their mission assertion mirrored the purpose of the marketing campaign, “Informed by knowledge. Driven by empathy.”
The concept
Understanding that sustaining health impacts our psychological well being in addition to our bodily well-being, Adidas partnered with the Oliver Agency to create a sequence of movies using skilled athletes to assist ‘practice’ folks at house. Not solely would this technique assist enhance lives through the pandemic, however would additionally join athletes, in addition to Adidas the model, to thousands and thousands of individuals in a brand new and impactful method. The concept was expanded to incorporate storytelling as a method of getting throughout private, impactful tales that may profit viewers and promote an air of authenticity.
For instance, on-line searches of ‘house basketball drills’ doubled through the pandemic so Erica Wheeler and Amanda Zuhui B. of the WNBA joined Adidas to point out how basketball gamers may mimic the coaching of the professionals with only a ball and a court docket.
Other skilled athletes together with NHL star Brock Boeser {and professional} tennis participant Katrina Scott, amongst others, helped create 175 content material items from 36 distant shoots. Videos walked viewers via quick exercises that might energy up there at-home coaching periods and supply perception into the worth of health.
The outcomes
After creating movies that included every thing from mountaineering to working, and highlighting health on courts, tracks, fields, gyms, programs, and houses, their purpose was simply reached. Adidas was capable of garner over a million natural impressions, in addition to enhance its digital search rankings.
This marketing campaign was a winner at The Drum Awards for Content 2022. You can see all the winners here. The Drum Awards for Marketing are at the moment open for entry. Find out how you can enter now.
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