My final project for my New Media Driver's License class.

2. Our Goals
• Establish quality, relevant,
and motivational
connection
• Increase brand
awareness within the
sport of women’s running
• Expand adidas’s athletic
identity
Our Audience
Female runners
Ages 18–33
All levels of running
BREAKING NEW GROUND:
SCOPE OF 12-MONTH CAMPAIGN

3. Give doubt an
education in power,
confidence, and
speed.
Show them you’re
built to win.
Run with defiance.
Run with
commitment. Run

4. One element that differentiates Nike from
adidas is its social media outreach.
COMPETITIVE ANALYSIS

5. Social Media: Focuses on sharable digital content.
• Facebook
• adidas #mygirls running page
• Correspond with Twitter #mygirls campaign
• Twitter
• Current pages: @adidasWomen, @adidasRunning
• Suggested tags: #adidaswomensrunning, #adidasallin, #runwithadidas
• Instagram
• Targeted promotional, inspirational, and motivational images with our products
• Contain women of all races and sizes
Website and Blogging: Focuses on inspirational stories of professional athletes and everyday
runners with exceptional stories in addition to company updates, news, and promotions.
• Current site: http://mygirls.adidas.com/com/
• Include more of new target audience
• Overcome obstacles and achieved excellence in running
FOCUSED BRAND TOOLS AND TACTICS

6. FOCUSED BRAND TOOLS AND TACTICS
We selected keywords that associate
adidas with excellence, quality, and
expertise.Top Running Shoes for Women
The top running shoes for performance
Boost your run with Adidas women's
shoes
www.adidas.com/us/content/running/
Best Running Shoe
Run your best with Adidas
Women
Shop new arrivals and favorites
http://www.adidas.com/us/
Best Shoe for Runners
Adidas Women Energy Boost Shoes
Shop the best shoe guaranteed
http://www.adidas.com/us/content/running/

7. ADIDAS
#MYGIRLS
smartphone
appTrack times, mileage, and goals
Provide various race and training
programs
Connect runners with other runners
in their community based on location
(GPS functionality)

8. OUR PROJECTED BUDGET
As per Google AdWords advertising, our blogging expansion, and our app
development.
Grand Total:
$363,125
Google AdWords
Daily budget: $825
Clicks per day: 207
Impressions per day:
1.27k–8.91k
Ad position: Between 1 and
4
Total: $301,125
Blogging/website
Allotment: $1,000 per month
(http://mygirls.adidas.com/co
m/)
Total: $12,000
Adidas #mygirls Running
app
Allotment: $50,000 per year
Total: $50,000

9. • High traffic on blog and website, monitored
by
Google Analytics
• A milestone of 6,000 likes on the new
adidas #mygirls running Facebook page
• An increase of 2,000 followers on Twitter
• A milestone of 3,000 followers on Instagram
• Notable increase of online sales
(a measure of before and after the
campaign)
CAMPAIGN PERFORMANCE INDICATORS

10. We will continue our
identity as a global
leader with a passion for
sports and an athletic
lifestyle.