BSc Business Management: Adidas IMC Campaign Assessment 2

This portfolio presents an integrated marketing communications (IMC) plan for Adidas, focusing on the Adidas x Ivy Park sneaker range. The campaign objectives include generating brand awareness, product interest, and increased sales. Success is measured through social and digital metrics like Meta insight reports and Google Analytics. The plan utilizes Facebook, Instagram, Twitter, YouTube, and the Adidas website, employing strategies such as dedicated posts, backlinking, SEO, and blogging. The campaign follows the AIDA model (Attention, Interest, Desire, Action) to guide consumers through the marketing funnel. Reflection on the campaign highlights the importance of digital marketing tools in the modern business landscape, emphasizing their role in generating brand awareness, amplifying reach, and providing cost-effective marketing solutions. The portfolio concludes by emphasizing the shift from traditional market-oriented approaches to customer-oriented strategies facilitated by digital marketing.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
ID:
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

helpful for the users to get aware about the information and messages which the
business wants to convey. It is a wide platform which offers variety of contents,
advertisements, paid promotions etc. it also allows the brands to show off their
products and services, to their audience on a mass-level. Many of the reputed
companies or brands uses Facebook as the platform to encourage digital marketing
eg. Red bull, space X etc. Adidas has a whopping 39 million followers on Facebook
which will engaged with the help of dedicated posts about the announcement and
arrival of ivy park sneakers, the details of which will be studied beforehand using
Facebook generated metrics such as Meta reports.
Figure 1 facebook marketing post
Communication 2: Instagram
The Instagram is a platform which is most commonly used by the influence
res, bloggers etc. this is one of the most preferred social media platform which is
considered as an effective tool for promoting the digital marketing. Instagram helps

the business and companies to attract the right customers and clients by providing
them with their preferable goods and services. This platform is very cool and
different in terms of delivering the right and true information to the potential
customers. The marketing program of this application is totally worth it, as it can
grow the brand awareness. More than 130 million Instagram users are into the
shopping content, which is provided in a large variety here and it is also it is very
handy to use. Adidas has a robust following on Instagram consisting of 26.3 million
as well which makes it easy and effective to develop integrated marketing
campaigns by establishing backlinks to the main website where the product has
been detailed in its full glory. Instagram and YouTube will also be integrated by
putting the same video on both platforms for maximum engagement. Both these
steps will belong to the first category of AIDA model to grab the attention of
consumers of Adidas in an efficient manner (Xuyang, 2020).
Communication 3: Twitter
As the social media platform is growing on a large scale nowadays, it is also
used by the companies as a powerful tool to assist the digital marketing. This can be
done by using twitter hashtags, opting trends, engaging with the followers, using
photos, GIFs, it is also comfortable and useful for people to be updated regarding the
company updates, industry news, and cultural programs etc. this platform has the
excellent capabilities, which are differentiated from other social media platforms.
Twitter is also a great place to assemble this IMC campaign as the firm has more
than 4 million followers which is on the lower spectrum but the utilities and live
reactions that Twitter provides is next to none. The company will digital marketing
tools like tweeting, hosting spaces with Adidas media engagement team generating
interest about the sneakers which also fulfills the second phase of the AIDA model
(Khurramov and Kasimova, 2019).
Communication 4: YouTube
As it is the second largest searched application, it allows the marketers to
engage their customers in most unique content also it is a safe platform for the
viewers too. It has a higher visibility on Google, including multiple video types. It is

the best way to create a cost effective promotion, which is very easy to share the
information. This IMC campaign will depend heavily on YouTube as it is still the best
place to market any marketing content and the video which will be published here
regarding the sneakers will be later put onto other three websites with a link in
description to boost engagement along the entire line of the IMC marketing
channels. This step is wholly concerned with inciting customer desire to get them on
the website for purchase via the AIDA model.
Communication 5: Website
Website is good place to help the people get aware and familiar about the
product or a brand itself. If a company opts the online platform for the first time, the
users will get to know about the website which represents the brand or the company.
The organization can promote the blog posts by publishing them on the website. This
will be the final action place which the purchase will ultimately happen. This website
will not only be back linked through all the social media posts and YouTube videos
and the website will be thoroughly linked with SEO measures to ensure it gets
ranked decently on the first Google p[age which Adidas does without issue. The
sneaker will also be cross promoted using blogging which will help attract extra traffic
and interest towards the new sneaker launch. This step of the IMC campaign will
mark the final step of action according to the AIDA model.
Figure 2 Website cross promotion

Figure 3 Adidas blog marketing
Reflection on campaign
The way modern business is conducted has changed dramatically with the
leaps that technologies have taken over the last few decades which has led to a
revolution in terms of operational and promotional efficiency of firms. This
development has also led to the level of competition becoming quite intense in the
market and has also resulted in the buyer behavior becoming quite unpredictable.
These combination of several recent business developments has made it so that
traditional means of marketing and executing business strategies are no longer
enough to keep the company sustainable and profitable in their target market in the
long run. This development can be seen quite well in the field of marketing in which,
traditionally, marketers used to manually segment the audience and performed
promotion using archaic techniques compared to modern marketing such as use of
posters, fliers along with street dramas and displays in order to attract customers
which were then told about the product in question (Peter and Dalla Vecchia, 2021).
Since the internet is a relatively new invention, back when it was not available,
marketers used to develop reach by either collaborating with a popular location such
as parks, restaurants and supermarkets or they used to focus heavily on going

personal with door to door marketing. However, due to the development of internet
and other information and communication technologies, the face of marketing has
changed and contemporary methods of marketing utilize these tools in order to guide
the business in a customer oriented direction rather than the traditionalist view which
has been market oriented which has failed numerous times due to not being suitable
for the modern age of business.
Among the various tools which are used to market products via contemporary
methods of marketing, one that has caught serious traction as of late has been
digital marketing which is a bi-product of the rapid digitization of all aspects of life
brought about by the advent of internet and social media. When it comes to popular
usage, some tools of digital media stand out such as business analytics, search
engine optimization and social media marketing as they help to tremendously
increase the reach and impact of promotional strategies which would be rather
ineffective if applied through offline channels. Digital marketing tools have lots of
great advantages and importance in modern marketing which I have listed below.
 They help in generating brand awareness in a speedy manner
 They serve to amplify the reach of the content created for the purpose of
marketing with better efficiency than offline channels
 Even though tools like SEO cost a lot of money if done at a high level, the
tools in general are much cheaper in comparison with the benefits they
provide in terms of marketing
These digital marketing tools perform a variety of functions such as SEO
being responsible for the generation of organic traffic to the company's social media
handles and their official websites, social media marketing bringing in customers and
obtaining digital impressions while marketing the product to a wide audience and
business analytics help compare success and analyze the various digital metrics to
streamline the existing digital marketing campaigns (Khan, and et.al., 2022).
All of these tools were duly used by me in the formation of an integrated
marketing communications campaign which I formulated in this report to help
generate awareness and hype about the new digital launch of the Adidas x Ivy Park
shoe collection which is a brand new product line launched exclusively by Adidas in
partnership with music megastar, Beyonce. The campaign that I have formulated will
definitively help Adidas in attracting new customers to purchase their new product

line and also help the company gain access to a new stream of fresh leads as I have
incorporated various marketing techniques spread out across many digital mediums.
Whenever any company launches their patented products or the product lines which
they are known for such as when McDonald's or Burger King come up with a new
burger or when in my case, Adidas has come out with a new shoe, the best way to
inform the customers and fans is through the firm's social media handles and I have
made sure to cover this aspect fully using every handle of Adidas to promote the
new collaboration such as Facebook, Instagram, Twitter and YouTube which is
bound to provide me with a lot of impressions. As far as SEO is concerned, it is also
a major part of my proposed IMC campaign plan as I have used it on the company
website which is where the main part of the game will go down as contains the shoe
sale portal which needs to get subjected to maximum amount of traffic as possible. I
tried my hardest to make sure this happens by applying SEO metrics on the website
to gain better traffic through great google rankings and I included keyword and back
linking on each of the social media handles where my advertised the new shoe
which should show great results for the company in terms of engagement and sales.
In order to make sure that the various steps that I took to develop this framework of
IMC to better market the new shoe, I made sure to integrate a robust analytical
framework using social media metrics to properly analyze the extent of the success
of this campaign and to make sure that I can review the success of the campaign
after it has run its due course online. I did this with the help of various tools provided
by social media companies such as Google analytics which will measure the traffic
and sales on the website, Facebook insights which is important for analyzing the
web-page and also using Twitter business suite metrics which help analyze the
impression and reach of the company's tweets regarding the new shoe. Overall I can
say that I am satisfied with my progress regarding the IMC campaign that I have
designed in order to promote the new launch of the Ivy Park x Adidas collaboration
which should be a success all things considered.
Conclusion
The above report went into detail regarding then various processes involved
in developing an elaborate integrated marketing communications plan for a

developed company which is looking to launch its new product lines of shoes in the
market. The report included discussions on key success metrics and the plan
involved marketing across different social media websites such as twitter, Instagram
and Facebook along with use of company website and YouTube channel. The report
was concluded with a reflective account on how digital media plays a key role in the
contemporary marketing methods along with the ways in which this IMC campaign
can find success in the desired target market.

References
Books and journals
Duralia, O., 2018. Integrated Marketing Communication and Its Impact on Consumer
Behavior. Studies in Business & Economics, 13(2).
Ganjre, K., 2019. A Study on Essence of Integrated Marketing Communication (IMC)
for Organisations in Indian Context. NOLEGEIN-Journal of Advertising and Brand
Management, pp.1-9.
Anning-Dorson, T., and et.al., 2022. Introduction to Marketing Communications in
Emerging Economies: Conceptual Issues and Empirical Evidence. In Marketing
Communications in Emerging Economies, Volume II (pp. 1-9). Palgrave Macmillan,
Cham.
Xuyang, Q., 2020, December. E-Business in Enterprise Marketing Strategy Analysis.
In Proceedings of the 2020 3rd International Conference on E-Business, Information
Management and Computer Science (pp. 121-127).
Khurramov, O.K. and Kasimova, H.J., 2019. The main advantages of internet
marketing and differences from traditional marketing. Мировая наука, (4), pp.65-68.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature
review for the identification of digital marketing channels and platforms. New Trends
in Business Information Systems and Technology, pp.251-265.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Khan, S.A.R., and et.al., 2022, March. Business Data Analytic and Digital Marketing:
Business Strategies in the Era of COVID-19. In 2022 7th International Conference on
Data Science and Machine Learning Applications (CDMA) (pp. 13-18). IEEE.