Integrated Marketing Communications Plan for Adidas x Ivy Park Sneaker Range

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents

Contents
Introduction............................................................................................................... 3
Main body...................................................................................................................3
Campaign objectives.............................................................................................3
Measurement of success......................................................................................4
Campaign plan.......................................................................................................4
Communication 1: Facebook................................................................................4
Communication 2: Instagram...............................................................................5
Communication 3: Twitter.....................................................................................6
Communication 4: YouTube.................................................................................6
Communication 5: Website...................................................................................7
Reflection on campaign........................................................................................8
Conclusion...............................................................................................................10
References...............................................................................................................11

Introduction
The modern business landscape has been very kind to companies when it
comes to scaling and expansion of businesses of both domestic and global level.
However, the competition has also increased alongside the ease of conducting
businesses which is why the role of integrated marketing communications is very
necessary to ensure a firm's continued survival in the market. IMC refers to the use
of various marketing tools and techniques such as audience analytics, promotional
mix and social media marketing to plan and execute effective marketing campaigns
(Duralia, 2018). This report will deliver a small scale integrated marketing
communications plan based on the highly established shoe company, Adidas
highlighting the major processes involved in designing an IMC campaign.
Main body
Campaign objectives
Initially established in 1924 by brothers, Adolf and Rudolf Dassler, the Adidas
brand has become a worldwide phenomenon in the recent years owing to the major
marketing hype that the company has built around its shoes which it has backed up
with the quality of its stellar sportswear and the firm has undertaken numerous IMC
campaigns in the past due to its robust brand image and access to large number of
followers on social media (Ganjre, 2019). The main aim behind an integrated
marketing communications campaign which is being developed here for Adidas is to
setup and execute the following objectives.
 Generating brand awareness – The main aim behind the IMC campaign
which will be developed here for Adidas is to reinvigorate interest in its new
shoes which have hit and miss for a while with the help of a new celebrity
collaboration.
 Generating product interest – Another major objective which will be
accomplished with the help of this IMC campaign is to properly supplement
the physical launch of the product with the proper digital marketing to
surround it with hype and anticipation and build its positive image in the eyes
of the public.

 Prompting increased number of sales – Whenever Adidas brings out a
brand new product, it is necessary for the IMC campaign to make sure there
is enough generated interest which translates into robust sales with bare
minimum expectations to break even. This IMC campaign will be built to get
maximum online and offline sales engagement.
Measurement of success
This IMC campaign will be thoroughly spread across multiple social media
outlets of Adidas and the metrics which will be used to measure the potential
success of this integrated campaign will on the basis of various social and digital
metrics which is accessed through multiple options given by the social media
websites themselves. Some metrics of success that will be a part of this campaign
include Meta insight reports and Google analytics which provide options to measure
traffic, engagement, reach and eventual sales on the website (Anning-Dorson, and
et.al., 2022).
Campaign plan
Adidas being a star studded brand often comes up with new product lines
which are built as part of a special promotion or collaboration and this time they have
just come out with the Adidas x Ivy Park sneaker range which this IMC campaign will
advertise across the wide spectrum of its social media presence. The IMC campaign
will try to handle the launching of this product by announcing it on websites such as
Facebook, Instagram and Twitter and make the public aware about the product stock
available at the company website via YouTube. The use of digital marketing tools
such as SEO metric son the website and blogs, the use of data analytics such as
meta-analysis reports of the shoe market and back linking the website to all links will
be the backbone of this IMC campaign.
Communication 1: Facebook
Facebook is an effective tool which is used to promote digital marketing, as it
helps the business to build the effective relationship with the customers. This
platform provides the great opportunity to promote the quality content which will be