19Q1 FEB[POST SBD PR PLAN]FEB 2019 INTEGRATIONUPDATED ON: EDELMAN
AGENDAPR RoadmapNew Running MessageMedia Cooperation Highlights-CBNData/Trend Health/Runner’s WorldKPI SummaryAppendix
FEBPOST SBD PR PLANBUSINESS INDUSTRYLIFESTYLEVERTICALKEY MESSAGEPR ACTIVITYMEDIA RECOMMENDATION• adidas as leading brand of running category• UB19 as high tech sneak sample• NEW RUNNING as new trend• White paper launch: running shoes online purchase insight• White paper distributionCOST & KPIEST. COST: 340KEST. IMPRESSION: 5,000,000EST. MEDIA VALUE: 510KEST. COST: 300KEST. IMPRESSION: 3,000,000EST. MEDIA VALUE: 450KEST. COST: 200KEST. IMPRESSION: 2,000,000EST MEDIA VALUE: 300K• Feature story & video • invite running communities join AR, run together to illustration NR concept• adidas as leading sport brand, encourage more people join NEW RUNNING lifestyle• Feature story• Social media cooperation• Introduce UB evolution history & UB19 RTB• Introduce NR trend• adidas encourage join NR lifestyle
迸发新跑法，迸发新跑道NEW RUNNINGThrough UB19, runners will be encouraged not only to measure the earth with their feet, but also to maximize the meaning of running while enjoying the scenery along the way.New Running ， boost the new run wayBOOST THE NEW RUN WAYKICKSTART & OWN NEW RUNNING WITH UB19FEBNEW RUNNING MESSAGE
NEW RUNNING WAYSNEW RUNNING MEANINGNEW RUNNING TRENDSMore running methodsFluorescence runPet runBaby run……Keep the public experience the world more broadly than running..Give Running More MeaningMore than Fitness, travel, decompression, fashionGive oneself a new trackRun out differentlyIdentify brand value and define your “new running“Strengthen the connection with the worldMake the city beautifulBrandroleConsumer takeawayNew Running Ways means the different purpose of runninge.g.: running is not just for trainingRunning scene change. e.g.: People don't just run in gym or playground for getting better performancenew running ways+new running meaning = new running styleTHEME: BOOST THE NEW RUN WAYFEBNEW RUNNING MESSAGE
FEBCBNDATA X TMALL COOPERATIONDigitalization is adidas’ focus under CTN strategy. To bring the best products and services digitally, adidas needs better understanding on online consumer computation insights and behavior, especially in running category.Tmall’s Super Brand Day campaign is the first of many partnership, joint white paper can be the following co-marketing step to solidifying adidas’ leading brand position in running and even sports category.COOPERATION BACKGROUND:
7• Jointly release 《 2019 Chinese Runners White Paper 》• Main content:• Running market status and overview• Running shoes online consumption trend outlookCBNData x adidas x Tmall Whitepaperrelease 《 2019 Chinese Runners White Paper 》*Detailed outline please refer to attachmentCONTENT OUTLINECBNData WORK SCOPE•Data collection & analysis•Report & infographic development•Whitepaper release &...
