Adidas Ultra Strike M Running Shoes Campaign: A Digital Marketing Approach

This report focuses on the marketing campaign of Adidas Ultra Strike M running shoes and the digital marketing approach used by the company. It covers the campaign objectives, measurement of success, campaign plan, and communication strategies used on Facebook, Instagram, Twitter, YouTube, and the company's website. The report also includes a reflection on the importance of digital marketing and its benefits for companies.

Business Management
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
In marketing, there are so many problems which are faced by the companies and in order to
increase the revenues of the organization, the management should start campaigning of the
products. It helps the organization in spreading out the information of the products to their
customers which the company sale. In this report, we will focus on Adidas company which
provides different types of sports products(Hassan, Rault, and Truchot, 2018). The report
will consider the marketing campaign of Adidas Ultra Strike M running shoes which the
organization should follow in order to improve performance of their product in the market.
Campaign objectives
In this report, various kind of objectives in the marketing campaign of the Adidas Ultra Strike
M running shoes will be studied. The organization should prepare the objectives in a proper
way so that the purpose of the marketing campaign gets fulfilled. The objectives which
should be developed by the organization for better marketing campaign of Adidas Ultra
Strike M running shoes are analyzed below :-
 Company should create a great image of this product in the market. So that the
customers willingly want to purchase these Adidas Ultra Strike M running shoes.
 Company should try to prepare strategies in order to raise the profit margins of the
company. The target should be like increase of 10% profit in the next 3 months.
 Developing a strong loyal base of customers is very important in order to increase the
revenues of the organization. The company should make a target for the upcoming
months.
 Customer engagement is very necessary for the business to do well in the market.
Organization should focus on increasing it by 20 % on its online digital platforms
like apps or websites.
 Promotion of the product is also very essential. Company shall use right techniques in
order to aware the customers about their product.
Measurement of success
The organization should take various steps for evaluating the success of the marketing
campaign of Adidas Ultra Strike M running shoes. These measures can be :

 Keeping a check on the number of likes and comments and shares on the social
media pages of the company.
 Evaluating the changes in revenue of the company, after doing the marketing
campaign and promotion of the Adidas Ultra Strike M running shoes on all
promotional platforms of the company.
 In order to measure contribution of the campaign, analyze the performance of Adidas
Ultra Strike M running shoes in various newspapers and magazines.
 Understanding the feedback received from the customers on the products and
promotions which were used by Adidas to advertise its products, especially the
Adidas Ultra Strike M running shoes.
 Evaluating the customer engagement with their comments on the company's social
media platforms / followers * 100.
Campaign plan
Week 1 Week 2 Week 3 Week 4
The team leader of
the marketing
campaign has to
first realize which
post of shoes is
more attractive in
the eyes of the
customers. Then
he has to identify
the suggested post
from the main
post.
The main work of
the team manager in
this week will be
preparation of
visuals. He will
prepare various
designs of the image
which has the ability
to attract customers.
This week the manager
of the campaign will
focus on the outcome of
the response received
by the company from
the customers.
Analyzing this will help
the company in
deciding whether the
campaign is running
successfully or not.
This week the
manager will try to
communicate with
the users who have
shown interest in
the posts of the
company. The
manager will
inform them about
the event for
winning these
shoes for free.
Communication 1: Facebook
 Attention: This Adidas Ultra Strike Running Shoes is a product which gives
customers choice of different type of colors. And the video also represents various

designs of shoes, in the starting 25 seconds of the video. This strategy attract the
customers since they find it very interesting which ultimately increase engagement of
the video(Rahimian, Beyramzadeh, and Siadatmousavi, 2022).
 Interest: Attractive headlines and symbols are very important in order to attract the
customers and for creating their interest in shoes. The company also has to add some
links on their website which the help the customers access the website of the
company. This strategy is said to be one of the most fastest, effective and efficient
technique for increasing the interest of customers and also attracting new customers.
 Desire: For developing the desire, the company should use fancy headlines which
best suits their purpose of selling shoes. This will help the company in targeting the
customers. And also make their campaign successful. Generally the companies use
headlines like play more which describes that the shoes can be used everywhere, on
any occasion and for any purpose. This create desires in the mind of customers.
 Action: The management of the company can also put some links which the
customers can check for better accessing of the companies website. The users of
Facebook will not only share the post to other users but will also like, comment and
react on the post of the company. This will increase customer engagement as well as
give the company valuable feedback.
Communication 2: Instagram
 Attention: Adidas can get the user's attention by uploading various attractive posts
for attracting them. These posts will contain various designs and headlines(Nizar,
Miwa, and Uchida, 2022).
 Interest: For generating interest in the mind of customers the company needs to make
sure that it is using captions which are related to the post. Adidas also provides
discount through its posts which create curiosity among the customers to buy the
shoes from Adidas. Posting stuff on Instagram give the users right to leave their
comments on the post if they are interested in the product.
 Desire: Instagram gives the company idea of making hashtags which are very popular
among the users. This will help the company in spreading awareness of their product
among the users without much investment. This strategy of advertisement is regarded
as one of the best since it creates a positive image of the companies product(Mariani,

and et, al., 2021). This will make an impact on the mind of customer that this product
is something unique. It will also create a desire in the customers to buy this product.
 Action: The home page of the website will provide suggestions to customers
according to their preferences. And company will also provide a link which will help
the customers share the product or website with their friends and family.
Communication 3: Twitter
 Attention: The design and color of Adidas shoes regularly changes and this helps the
company in drawing the attention of the users.
 Interest: Posting various inspirational messages keeps the interest of the users
maintained. Adidas shows that its shoes are perfect for any kind of situation. This will
encourage the users who are interested in athletics to purchase the shoes from
Adidas(Liu, and et, al., 2022).
 Desire: The photos of the athletes is also featured in order to influence the minds of
users and create a desire to buy Adidas products. This is a strategy used by most of
the companies.
 Actions: The posts of the Company includes details regarding the purchase operations
that allow users to visit the company website and buy company products. Feedback
can also be received by customers from these posts.
Communication 4: YouTube
 Attention: If any user is searching any particular type of shoes, then the website will
automatically provide suggestions for grabbing attention of the customers(Keeney,
and et, al., 2021).
 Interest: The main purpose of preparing the video is to spread awareness among the
customers about the company’s product. The customer will instantly gets to know
about the new products of the company. This will develop interest in them.
 Desire: It is very important to create desire in the minds of customers to purchase any
particular product. Videos explain about the product in a proper manner so that the
desire gets generated to buy things from the company.

 Action: YouTube is a platform that gives the companies advantage of creating video.
It helps them in conveying their message to the customers. Video conveys all the
necessary details of shoes which the customer wants to know.
Communication 5: Websites
 Attention: Adidas Men's Running Shoes are known for various designs and sporty
look shoes for the various customers. Therefore, when the user first looks at the
website, then he see the image of this products which grabs his attention.
 Interest: The company provides the customers with a variety of designs and
variations of Adidas Ultra Strike M running shoes on its website which attract
customers interest in the company's products.
 Desire: All the information of the company is present on the website of the company
which gives an overview to the customers about the image of the company. If
customers get impressed by seeing this, the desire to purchase the product
automatically arises(Gibson, and, et, al., 2020).
 Action: The Adidas allow its users to buy products from their websites. Since, many
people only use website not the apps. Company also provides links of various
platforms such as Instagram, Facebook, Twitter and YouTube to promote their
products.
Reflection of Campaign
IMPORTANCE OF DIGITAL MARKETING :
Digital marketing is extremely important since it associates a company with its customers.
When the customers are online, they tend to get involve in dynamics of the business with one
reason or another which makes it very effective for the company. Using this technique, the
company can reach a global audience which makes it popular among the masses. With a
strong social media strategy and capability to create innovative content, the company can
keep its customers engaged in various activities. Digital marketing has many advantages
which are mentioned below :

 Affordability : Social media marketing is very economical as compared to other
modes of marketing. Since it costs less in spending for an advertisement on online
platforms. Generally company analyse the cost which is needed to promote its product
and pursue that medium which is cost effective. It is best suited to small businesses
which cannot infuse large amount of capital in marketing.
 Greater reach : Nowadays the use of mobiles is quite common which is a good sign
for the companies which are wanting to promote their products on social media
platforms. It is quite obvious that people who are using smartphones tends to get the
ads from the companies. It makes them interested to open these ads and know more
about the product.
 Flexibility : The best feature of digital marketing is to work in real time. It enables the
company to evaluate the performance of their ads and gives them the options of
stopping these ads in case of unsatisfactory performance. Marketing digitally provide
you with wide range of opportunities and possibilities for making future promotional
strategy.
 Expansion : In today's world, most of the people do their shopping online. Digital
marketing provide the companies an opportunity to appeal to the customers. It helps
the company in expanding its growth in the market. company can run various
campaigns and give different advertisements on their website and other social media
platforms.
 Interactivity : By using this mode of marketing, the company is not required to
address people physically or one by one, it can interact with large number of people
simultaneously. It also gives the customers option for expressing their views in front
of the company. From which, the company can receive valuable feedback and
implement it in upcoming activities.
 Brand Awareness : It is another important factor which the company should need to
focus. Since without brand awareness, the customer will not be able to make a
purchase from the company. With pay-per-click and other strong strategies, the
company can really attract new customers which will help in building a strong brand
image.
The reflection of campaign helps in understanding the different approaches used by the
company to run Adidas Ultra Strike M Running Shoes campaign in order to increase sales,
profits, brand awareness and customer base. The Adidas uses a variety of social media

platforms such as Facebook, Instagram, YouTube, Twitter and its own website for promotion
of its campaign which helps the company in promoting the company's products for free or for
very minimal cost. Here is the justification for successful implementation of these digital
marketing tools in marketing campaigns.
Social Media
In the campaign of Adidas Ultra Strike M Running Shoes, I chose social media
platforms as a source of promotion of the companies products. The expenses involved are
low and in some situations, it is cost free(Crespi, and, et, al., 2021). This wide reach of the
company allow it to interact with their customers. Facebook has approximately 1,455 million
accounts, 400 million Instagram accounts, and 394 million Twitter accounts, providing
opportunities for the company Adidas to promote their Ultra Strike M running shoes. With
the help of these platforms, the company can reach billions of users and develop a strong and
loyal customer base.
Customer interaction: Facebook
This is considered as one of the most important and popular tool in the world.
Facebook assists in communicating with the users by messages which are free of cost. The
24-hour message facility helps in building good relationships with the user. In the recent time
Adidas have around 36 million followers on Facebook which is helping the company in
increasing the sales of Adidas Ultra Strike M running shoes.
Hashtags: Twitter and Instagram
Hashtags are very important since these act as a search tool for the users to find the
required posts. About 550 million tweets are uploaded on Twitter every day. The campaign of
Adidas Ultra Strike M running shoes uses hashtags to interact and increase customer loyalty
towards the brand. Various hashtags is used by me such as #Adidasshoes and #myadidas
which is a positive sign for the campaign.
Reviews: YouTube
Online feedback is very important for the company since the purchase is depend on
this(Bhangu, and, at, el., 2022). I have chosen YouTube to promote the Adidas Ultra Strike
M Running Shoes campaign. I am also considering the suggestions of experts to increase the
quality of these shoes which will provide better quality to the customers.
Events: Web page
Different events are developed that generates interest of the customers in the product
and which provide buyers a better experience in choosing the right type of shoes. This

campaign is promoted through the company's website, where various users are interested in
buying the product by participating in the events conducted on social media.
Conclusion
Therefore it has been concluded that marketing campaigns helps the companies in
achieving its targets like increase in the sales, profits and many more. The different social
media platforms like Instagram, Facebook, Twitter, YouTube can be used to increase the
customers engagement and also to increase strong and loyal customer base. Adidas has to
keep focusing on its promotional activities in order to increase the brand value of the
company in the market.

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