EM Presentation

11/27/2024

Morozova Elvira

« Show and Tell »

DRIVING CONSUMPTION THROUGH MARKETING

How do brands use advertising to create a movement?

Main Goals

• In 2015 Adidas launched a collaboration with Parley for the Oceans.
• Sustainability.
• The anti-pollution campaign.
• Change of consumer's behavior.
• Believe in a better future.

Adidas Campaign Strategy

The main four elements that made the marketing campaign successful.

Parley Run for the Oceans

Since 2017, a global marathon movement has united sports communities all around the world.

Ambassadors & Influencers

Collaborations with local and government communities, stars, agencies, and companies.

Social Media

Hashtags on social networks, ads on websites, magazines, and online articles.

Visuals & Representation

Differents types of ads: short films and reels, using trendy design, and innovative technologies.

the adidas Runtastic app

* also in collaboration with Joyrun, Codoon, Yeudongquan or Strava

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Ad analysis

• Slogans
• Trendy and bright design (mixed media: paper, fabric, thread, photos, and special effects.)
• Motovational speech
• Call for action
• Community unity “Together we are stronger”
• simplicity and clarity of the main messages

+info

• Time of running:

≈772 M minutes

• Google Search:

≈37 M Mentions

• Shares on Instagram:

≈2 M

• Participants of marathon:

≈ 7 M

• Collected Plastic waste:

≈78 M plastic bottles

Profit and EngagementS

2019

11 million pairs

2020

15 million pairs

2021

18 million pairs

2022

27 million pairs

Data is based on the research on Adidas footwear sustainability statistics. Collaborations: the United Nations Headquarters, the European Commission, Allbirds, Futurecraft, Parley youth activist platform, UN Climate Change, Rosbeef, Augusto, TBWA, DIVE Architects, and many others.

Question interactive

‘Adidas and Parley for the Oceans Unite Sporting Communities across the Globe to Run for the Oceans’. The NewsMarket, https://news.adidas.com/running/adidas-and-parley-for-the-oceans-unite-sporting-communities-across-the-globe-to-run-for-the-oceans/s/0621eb8e-fe22-426f-8bf3-4980347c184f. Accessed 28 Nov. 2024.‘Adidas Announces next Phase in Fight for the Oceans against Marine Plastic Pollution with Upscaled Commitment to Parley Ocean School Program’. The NewsMarket, https://news.adidas.com/running/adidas-announces-next-phase-in-fight-for-the-oceans-against-marine-plastic-pollution-with-upscaled-c/s/c19b8a9a-ebf0-4970-b27e-ca5121edf665. Accessed 28 Nov. 2024.‘ADIDAS RUN FOR THE OCEANS’. Les Vandales, https://www.lesvandales.fr/project/adidas-run-for-the-oceans/. Accessed 28 Nov. 2024.‘Adidas Run For The Oceans’. Augusto, 11 May 2022, https://www.augusto.co.nz/news/adidas-run-for-the-oceans/.‘Adidas: Run for the Oceans, UltraBOOST Parley • Ads of the World™ | Part of The Clio Network’. Ads of the World™, https://www.adsoftheworld.com/campaigns/run-for-the-oceans. Accessed 28 Nov. 2024.‘Adidas Shoes Statistics’. RunRepeat - Athletic Shoe Reviews, https://runrepeat.com/adidas-shoes-statistics. Accessed 28 Nov. 2024.‘Adidas x Parley - Run for the Oceans’. Valentino Marazziti, http://www.valentinomarazziti.com/project/runfortheocean. Accessed 28 Nov. 2024.Adidas x Parley: Run to Victory With Ocean Plastic Clothes. https://www.ispo.com/en/news-companies/adidas-x-parley-run-victory-ocean-plastic-clothes. Accessed 28 Nov. 2024.‘Florence | Adidas Run For The Oceans’. Florence, https://beta.florence.coproject/adidas-run-for-the-oceans. Accessed 28 Nov. 2024.How Brands Create Movements (and Yours Can Too). https://www.linkedin.com/pulse/how-brands-create-movements-yours-can-too-aaron-shields-hpqre. Accessed 28 Nov. 2024.How We Turn Plastic Bottles into Shoes: Our Partnership with Parley for the Oceans. Mar. 2021, https://www.adidas.com/us/blog/639412-how-we-turn-plastic-bottles-into-shoes-our-partnership-with-parley-for-the-oceans.‘How You Can Get Involved in Adidas’ Run for the Oceans Initiative’. Runner’s World, 6 June 2019, https://www.runnersworld.com/uk/news/a27779618/adidas-run-for-the-oceans-initiative/.‘Our Impact’. Move for the Planet, https://www.adidas.fr/go/campaign/impact/planet-move-for-the-planet-impact.‘Recognition and History’. Sustainability, https://www.adidas-group.com/en/sustainability/focus-on-sustainability/recognition-and-history?tag=History.‘Run for the Oceans’. VML, https://www.vml.com/work/run-for-the-oceans. Accessed 28 Nov. 2024.Safronova, Valeriya. ‘Would You Buy a Plastic Suit From Stella McCartney?’ On the Runway, June 2017, https://www.nytimes.com/2017/06/06/fashion/stella-mccartney-parley-ocean-plastic.html.Townsend, Solitaire. ‘How Brands Can Serve Social Movements’. Forbes, https://www.forbes.com/sites/solitairetownsend/2018/09/06/how-to-make-a-movement/. Accessed 28 Nov. 2024.

BIBLIOGRAPHY

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