“Friends & family” Strategy •What is Competitor doing about F&F •Initial plan of adidas running’s F&F•How we track the performance of F&F•How we leverage F&F in UB19 campaign(WIP)
What is Competitor doing about F&FNoImageRelative Pic3 Examples•In early 21 century, with basketball/NBA promotion in Great China, NIKE invite Jason Tang and Blackie Chen as MC. Later on, NIKE invest Blackie’s sports start-up to build deeper cooperation. •As NIKE valued the friendship with Blackie, the America company made one pair of shoe as the wedding gift for Blankie and Fan Fan. Being the hot topic in sneaker community.•Find celebrities who really do sports as Ivy Chan to seeding products in long-term. Provide professional guide to train Ivy on running course.•Invite Selina Ren to Women’s half marathon sponsored by NIKE to being the signal for her return and the power that sports can change people’s life
What is Competitor doing about F&F NoImage黑人夫妇NoImage唐志中NoImage陈意涵NoImage蒋劲夫NoImage钟楚曦NoImage贺伟WHO ARE THEYRelative PicRelative PicRelative PicRelative PicRelative PicRelative Pic
What is Competitor doing about F&FWHAT NIKE IS DOING GOOD•No longer a sports brand, it’s a way change people’s life.•Treat KOLs as normal sports fan, not celebrities. Meet their needs as an enthusiast •Treat their friends as sports partner, with common wealth grown.NoImageRelative PicBring SPORTS to their daily life and make the change
Initial plan of adidas running’s F&FNoImageRelative PicThe trendsa. 这几年 Celebrity 和 KOL 越来越多，单一的 KOL 很难影响整个消费群b.Celebrity 和 KOL 的选择越来越多，不一定一定要通过品牌来达成心愿c.Celebrity 和 KOL 开始两极分化，有作品的不带货，能带货的没作品d.Celebrity 的合作模式越来越商业化，纯粹的 seeding 模式已经效果不显
Initial plan of adidas running’s F&FNoImageKNOW ME TO SERVE MEOur InitialThinkinga. 不浪费稍纵即逝的流量艺人b. 为不同特性的产品找寻不同特性的 F&Fc.Build 传播矩阵，形成规模效应d. 针对不同 level ，定期 seeding 产品给到 kol/celebritye. 花费时间及教练资源 to train KOL/celebrity
Initial plan of adidas running’s F&F3 Phases of EngagementBuild adidas running F&F data pool, communicate with key target and get their attention on adidas running products.Phase IMaintain the existing network on adidas F&F and organize regular offline activation to strengthen the linkagePhase IIWith adidas running products, running F&F finally develop to a community. People inside can run it by themselvesPhase III
Initial plan of adidas running’s F&FCelebrityKOLMedia SenioraR TeamWho are adidas running F&FWith great social impact and exposure. Who also loves running or sporty styleInclude Sports, Running, Sneaker, Trendy KOLs who have social awareness and impact Who have real power on media editorial content and could reach amounts of KOLsaR captain or coach who can influence serious runners and also provide running insight
Initial plan of adidas running’s F&F•Chance to be endorser•Exclusive product seeding•Reasonable investmentApproachCelebrity•Introduce by media or directly approach•product seedingEngagement
Initial plan of adidas running’s F&F•Interaction with adidas endorsers in offline event •Exclusive product seeding•Reasonable investmentApproachKOL•Introduce by media or directly approach•Occasional visit•Regular product seedingEngagement
Initial plan of adidas running’s F&F•Exclusive media resources•Invest on media •Product seeding for their familyApproachMedia Senior•Directly approach•Occasional visit•Regular product seedingEngagement
Initial plan of adidas running’s F&F•Media exposure•Global marathon racing quota•Regular product seedingApproachaR•Introduce by adidas KCA department•Regular attend aR offline activation•Regular product seedingEngagement
Initial plan of adidas running’s F&FA huge fan of adidas running, a series runner, can bring his/her thoughts to running productPARTNERTop celebrity and athlete in the world, well represent adidas running’s culture and spiritCo-CREATORA big fan of adidas running, an advanced runner, have huge social impact and influence FRIENDA fan of adidas running, a beginner runner, love to show own running experience to othersLOVERCo-CreatorPartnerFriendLoverDefinition of 3 Levels of adidas running F&F
How we measure F&F managementSocial PlatformThe percentage of seeding/exposureXXXXXXXXXXXXXXXXXXExclusive ContentTailormade photo, Key message delivered, brand mentionedDatabase ExpandDifference of industry
