Case Study: all in for #mygirls
Leading sporting goods brand adidas wanted to increase both sales and brand equity of its brand in China by launching an integrated brand campaign targeting women. This cross-category campaign would also launch its 2013 Spring/Summer women’s collection. Extensive consumer research revealed that Chinese women were fashion-forward and wanted to look and feel good while working out; however, their approach to sports is radically different from the way women approach sports in western cultures. The research also indicated that Chinese women highly value community as well as friendships. adidas called upon Burson-Marsteller to help inspire a movement among Chinese women to engage in sports and an athletic lifestyle.
Burson-Marsteller and adidas launched “all in for #mygirls,” an energetic campaign that encouraged women to exercise for fun with their group of friends, or their “tribes.” The targeted campaign centered around the themes of friendship, style and sports. The team utilized multiple platforms to reach its target audience, including microsites, Weibo (China’s microblogging platform), traditional media and retail.
Feature stories in popular Chinese lifestyle publications highlighted singer and celebrity brand ambassador, Hebe Tian Fu Chen, and generated pre-campaign buzz. Online buzz, generated through celebrity Weibo posts, strategically placed “all in for #mygirls” key messaging and inspired online conversations. To kick off the year-long campaign, the team coordinated a runway show to launch the campaign and the adidas 2013 Spring/Summer women’s collection. At the runway show event, QR codes directed consumers to an adidas e-commerce site that introduced the “all in for #mygirls” lifestyle.
Through the “all in for #my girls” campaign, adidas and Burson-Marsteller showcased an exciting lifestyle change that not only engaged Chinese women but also spurred them to action. The entire brand campaign which included the television commercial, media placements, celebrity brand endorsement, runway show event, and online conversations surrounding the “all in for #mygirls” lifestyle resulted in a 40% increase in sales for the adidas women’s category during the campaign period. The campaign also reached more than 6.3 million Weibo followers.