Practical Skills Assessment Individual Written Portfolio 50 - BMP4004 - Contemporary Issues in Marketing - Assessment 2

This practical skills assessment portfolio discusses the marketing campaign of Adidas 4DFWD Running Shoes. It covers the objectives, measurement of success, campaign plan, and communication strategies used by the company on different social media platforms such as Facebook, Instagram, Twitter, YouTube, and their website. The use of social media has helped the company to reach a large number of users and promote their products effectively. Subject: Contemporary Issues in Marketing, Course Code: BMP4004

BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
There are various issues occur in marketing of company and to increase sales of
company, firm needs to develop marketing camping which helps them to increase
awareness of products and service (Altıok, Başer, and Yükseltürk, 2019). This
project report includes discussion of Adidas which is offering various sports products.
This report includes discussion of marketing campaign of Adidas 4DFWD Running
Shoes.
Campaign objectives
There are various objectives to be developed by Adidas 4DFWD Running Shoes for
their marking campaign (Blumberg, 2019). Objectives developed by business for
company, or their marketing campaign should be SMART. Some of objectives of
marketing campaign of Adidas 4DFWD Running Shoes are as follows:
 To develop awareness of Adidas 4DFWD Running Shoes brand in minds of
consumer within 3 months.
 Increasing profit of company with 12% in upcoming 6 months.
 Building loyalty among customers for brand in next 5 months.
 Increasing 15% engagement of customers on social media platform of
company.
 Increasing buying conversion rate with 5% in next 2 months.
 Increasing positive brand image of company in market.
Measurement of success
For measuring success of marketing campaign of Adidas 4DFWD Running Shoes,
firm needs to adopt various measure which are as follows:
 Increasing share likes and comments on social media page of company.
 Fluctuation in sales with increase and decrease since creating and posting of
images and videos of Adidas 4DFWD Running Shoes on different advertising
platform.
 Review of Adidas 4DFWD Running Shoes in different newspapers and
magazine.

 Feedback given by customers for products and campaign used by Adidas to
promote their products specially shoes.
 Measurement of rage of engagement with comments of social media platform/
followers of company * 100.
Campaign plan

Facebook
Communication
type
Facebook
Week 1 Week 2 Week 3 Week 4
In first weak,
business managers
of Adidas 4DFWD
Running Shoes need
to research about
various brand like
Adidas 4DFWD
Running Shoes to
increase
understanding on
which post
customers are
reacting and how
they are reacting to
different post of
company depend on
positive as well as
negative.
IN next week,
managers of
company create
scheme of
colours in images
which create
impact on target
market along with
product itself
(Burns and
Siegel, 2018).
In this week,
managers of
Adidas 4DFWD
Running Shoes
look at insights of
customers for
comments, likes
as well as share.
In this manager of
company
analyses whether
initial post and
campaign of
company get
success or is
there something
which is required
to improve?
In next week,
managers for
company
inform various
buyers who
has reacted to
various post of
company,
through
messengers
that there will
be an event
organize by
company
where there is
brand
performance,
food and
drinks are to
be serve and
some lucky
person will get
free Adidas
4DFWD
Running
Shoes and any
person can try
shoes for free.
Instagram

Communication
type Instagram
Week 1 Week 2 Week 3 Week 4
In this, managers
of company need
to post initial post
which is
attracting
customers and
create interest in
minds consumer
for products and
service.
In this, managers
of company make
all post informal
and can ask
various question to
user to make it
more personalized
and ensure regular
flow of post to
keep interest of
user in product.
Managers of
Adidas 4DFWD
Running Shoes
check insights on
each post to
determine interest
of target market in
in products and if
target market does
not have interest in
products, then
they can gain
understanding
about what
changes required
to be made in
products and how
these changes can
be adapting in
these products.
User who as
interest in products
and service of
company has
navigated towards
website of Adidas
4DFWD Running
Shoes. There will
be an
advertisement of
event held by
Adidas 4DFWD
Running Shoes
(Cabau, 2017).
Twitter

YouTube

Communication
type
YouTube
Week 1 Week 2 Week 3 Week 4
In this, company
needs to film video
as it creates more
interest of
customers, but
company needs to
ensure that video
will be professional
which will be
requirement of
target market and
needs to be
informative (Chng,
2018).
To increase
interest and view of
customers,
managers of
company needed
to share video onto
YouTube and
share to different
social media
platform to
increase like and
share of their
videos.
In this, company
look views and
gather various data
of feedback to
determine
necessary
information as well
as success of
campaign.
After this, all
viewers need to be
informed from
upcoming event at
Adidas 4DFWD
Running Shoes
through websites.
Webpage
Communication
type Webpage
Week 1 Week 2 Week 3 Week 4
In this, managers of
company need to
ensure information
used by company is
informative as well
as intended for
purpose of specified
target market It also
helps in making web
page of company
more efficient and
easier for navigate.
It also helps to
check error in
system and
maintenance
required in
campaign.
This campaign
helps to analyses
numbers and
views of webpage
as there is link on
different platform
of social media of
Adidas 4DFWD
Running Shoes.
In also helps to
look at different
feedback form
views of websites
and talk about
potential buyers
of Adidas 4DFWD
Running Shoes
and events that
take place.
Communication 1: Facebook

Attention: Adidas 4DFWD Running Shoes is one of organization which is using
different color of shoes and constant changes in design of in 10 second videos gain
attentions of user (Mitchell, and Teti, 2020). This helps company to attract interest of
user by showing them different design in different colors.
Interest: For developing interest of users in shoes, firm needs to use effective
headline which is used in different posts. Company is also adding link of their
websites which is helps user to reach to website of company. This is one of effective
as well as fast approach to maintain interest of consumer.
Desire: For creating desire in minds of consumer, company is using headline that
enforce shoes which suits style of need of consumer. This helps products of
company is targeted to specified target market but can be also targeted to different
personalities in market. Adidas shoe is using headline like play most conventional
line which shows that shoes is convenient for playing any types of sports and create
desire among customers.
Action: Company is also adding link or show now option which helps users to reach
to reach to website of Adidas. User of Facebook can also comment, like and share of
different post of company and can provide positive or negative feedback about
products of company.
Figure 1: Adidas 4DFWD Running Shoes advertisement on Facebook, 2021
Source: Adidas Facebook Post, 2021
Communication 2: Instagram

Attention: Attention of user can be gain with use of unique design of shoes for
purpose of attracting customers towards post of company.
Interest: Caption used by company for their products needs to be personalized to
build strong relationship with company (Rezgui, Mhiri, and Ghédira, 2018). Adidas
Men's Running Shoes are offering discounts on their products to create interest of
user for their products and these images also allow user to comment about products
which helps to increase their interest more about product.
Desire: Hashtags are also created by company to increase awareness of brand as
different user are using these hashtags. Customers of Adidas 4DFWD Running
Shoes are taking their pictures of shoes and post it on their Instagram account with
hashtags and company also post these pictures on their own account. It is one of
method of advertising which create design in minds of numbers of customers as
customer’s hare happy by using products of company and create positive image of
surrounding of products.
Action: Company is also adding link on their page which allow user to directly visit
website of company to purchase products. It also allows user to comment, like and
share post with their friends and family members.
Figure 2: Adidas 4DFWD Running Shoes advertisement on Instagram, 2021
Source: Adidas Instagram Post, 2021
Communication 3: Twitter

Attention: Constant changing design and colors of shoes of Adidas is eye catching
for customers which gain attention of many users.
Interest: As this post includes caption of “becoming one of world's fastest runner is
just matter of time (Salehi, and Masoule, 2017). She saw her own path to become
finish line” as Adidas is developing sports shoes which is comfortable for
sportsperson and for everyone who loves sporty shoes.
Desire: This post also containing image of sportsperson who can create influence in
minds of user and creates desire to buy products of Adidas.
Action: Post of company also contain purchase operation with which user can reach
to website of company to buy products of company. They can also provide feedback
and problems related to products on post of company.
Figure 3: Adidas 4DFWD Running Shoes advertisement on Twitter, 2021
Source: Post of Adidas on Twitter
Communication 4: YouTube

Attention: By showing a sportsperson in their video, company can intrigue users
who is looking for sport shoes.
Interest: Main purpose of this video is provided awareness about products of
company. This allows users to see interesting things about shoes of company and
create interest of users by seeing endorsement of products of company though a
sportsperson.
Desire: There are various qualities of shoes which is to be explained in these videos
and create desire of user by visual aesthetic of shoes.
Action: Adidas 4DFWD Running Shoes YouTube platform is containing various links
where viewers of company can see products and their prices. They can also buy
products of company form that website.
Figure 4: Adidas 4DFWD Running Shoes advertisement on YouTube, 2021
Source: Video of Adidas on official YouTube account
Communication 5: Website

Attention: Adidas Men's Running Shoes is known for their sporty shoes in different
design for different customers. Therefore, initial look of websites is showing pictures
of shoes (Scott and Pinkert, 2020).
Interest: There are different design and variants are available of Adidas 4DFWD
Running Shoes on their websites which create interest of user on products of
company.
Desire: This website is useful for customers as it provide various information about
company and its products. Adidas is producing shoes for men, women and kids
which also contain different variety that create design of a customer.
Action: Websites of Adidas allow user to buy products to customers. Company has
also provided link of their website on different platform including Instagram,
Facebook, twitter, YouTube and many more.
Figure 5 Adidas 4DFWD Running Shoes advertisement on Website of Adidas, 2021
Source: Official Website of Adidas
Reflection on Campaign

This reflection helps to understand different approach used by Adidas 4DFWD
Running Shoes campaign in border to increase their sales, profit, brand awareness
and loyalty of customers. Company is using different platform of social media
including Facebook, Instagram, YouTube, Twitter, and others. For development of
this social media campaign Adidas includes use of social media platform as it helps
to advertise products of company without any cost. It also helps to Increase
awareness of products of company and allow company to reach to numbers of
users. As Facebook is most used social media platform which helps company to
advertise their products and provide link which helps customer to reach to products
of company. Instagram is gaining increasing popularity among young users which
provide advantage to firm as with use of this platform, Adidas can gain attention of
customers.
Social Media: In Adidas 4DFWD Running Shoes campaign, I includes social media for
source of advertisement of products and services. It contain less cost and in some situation,
no cost. It has increase reach which allow them to interact with customers. There are
around 1.415 billion account on Facebook, 300 million Instagram accounts along with it 288
million twitter account which provide opportunity for company like Adidas for promoting its
products Adidas 4DFWD Running Shoes. It increase potential of user to reach to
billion of user and allow them to create opportunity for create interest of user. With
diversity in digital marketing tool, social medial is becoming an important tool for
business.
Customer interaction: Facebook
Facebook is one of important tool and also is most popular tool in different parts of world. It
has around 1.415 billion account and among these 70 million of accounts are of business. It
has its own app Messenger which is used for purpose of interaction of users through
messaging each others and contain no cost. It provide opportunity for Adidas 4DFWD
Running Shoes which allow them to message for 24 hours. It allow them to build
good relationship with customers and also allow them to build good relationship.
Adidas running has around 36 million followers on face book and has too many
comments on their latest posts. They also has high rate of customers engagement

which helps them to attract more customers towards them. There is increase in
sales Adidas 4DFWD Running Shoes with this campaign.
Hashtags: Twitter and Instagram
Hashtags are important as it work as search tool which helps user for finding post. It contain
significant words which narrow down searches on platform like Twitter. There Are around
500 million post to be uploaded in Twitter per day.
Hashtags are used on different social medial apps like Instagram, Twitter. Adidas 4DFWD
Running Shoes campaign is using Hashtags for communication as it helps them to
increase engagement of customers with their brand. I use different hashtags like
#Adidasshoes or #myadidas which are beneficial for my campaign. These hashtags
are used various times on Instagram and thousands time on twitter which increase
engagement of user. It indicate success as it increase awareness of products
through sharing of pictures.
Reviews: YouTube
Online review of different peoples are important as customers buy products on basis of
these reviews. There are different steps to be take in order to provide essential information
to user which are mentioned below:
 Analysation of audience.
 Developing outline of review.
 Review of products in order to meet its requirement.
 Release of review to public in order o helps them.
 Evaluation of improvement.
I consider YouTube for purpose of promotion of Adidas 4DFWD Running Shoes
campaign. I also consider different celebrity endorsement for purpose of
advertisement of these shoes which provide more connected view to customers. It
provide honest review to customers related to products in which allow them to gain
proper understanding about company and its products. It also create positive brand
image of Adidas Shoes.
Events: Web page
I have decided for ideas of different events which create interest related to surrounding of
products and also provide potential to buyers for experience that is beneficial for customers

to decide right type of shoes. Retail industry is rapidly growing which increase numbers of
customers. This campaign is advertised through web page of company in which different
user which are interested in buying products are attending event on social media. Some
people who has no interest will attend events for purpose of free food and drinks.
Conclusion
From above mentioned project report, it can be concluded that marketing campaign
used by company helps them to attain their objectives of increasing sales, profit,
engagement of customer with company and increase their loyalty with brand. There
are different social media platform to be used by company including Instagram,
Facebook, Twitter, YouTube which increase engagement of customers with websites
of company.

References
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Online
Adidas Men's Running ShoesCampaign, 2021. {Available through:
<https://www.facebook.com/adidas/>
Adidas Instagram Post, 2021 {Available through: <https://www.instagram.com/adidas/>
Post of Adidas On Twitter {Available through: <https://twitter.com/adidas?lang=en>
Video of Adidas On official Youtube account {Available through:
<https://www.youtube.com/user/adidas>
Official Website of Adidas {Available through: <https://shop.adidas.co.in/>