How Adidas convinced value consumers to check out its iconic footwear
Adidas, a well-known sportswear and footwear brand, wanted to let Filipinos know about its great deals at SPATIO Department Store in Opus Mall. Near Creative came in with a KOL campaign to build awareness of their availability in this new store.
*KOL = Key Opinion Leaders aka Influencers / Content Creators
Adidas has long been a household name in the athletic apparel and footwear business. While most prominent for their wide range of footwear for sports such as basketball, running, and football, they are also recognized for their sportswear for men, women, and kids. The brand maintains its unmatched relevance in both the athletic and athleisure spaces today, and is a well-loved name in the Philippines.
Adidas (ultra)boosts its presence
Although many value consumers are already interested in Adidas’ shoes, the brand saw that there remained some hesitation about purchasing popular items such as the Samba due to its price point. To work around this, such consumers tend to consider making purchases from unverified sellers on e-commerce platforms for a much cheaper price.
The brand wanted to encourage value consumers to choose authentic Adidas products that are both high quality and affordable, and so sought Near Creative’s expertise through an awareness campaign led by key opinion leaders (KOLs). The goal was to promote the availability of affordable Adidas products at Robinson’s Department Store’s new department store concept named SPATIO, located at the Opus Mall in Quezon City.
Despite being a top-of-mind brand in athletic footwear, many remained unaware that Adidas offers an impressive suite of products at various price points. Near stepped up to address this through a dynamic KOL campaign that targeted clear niches such as basketball, running, and lifestyle, thus establishing both credibility and relatability with its ideal audience.
The team tapped upper micro to mid-tier KOLs to wisely maximize the campaign budget, ably including Instagram Stories to the KOLs’ scope of work in addition to Instagram reels and TikTok videos. This choice helped increase views and engagement by 30%.
Near also collaborated with KOLs to ensure that hooks and overall content highlighted audience interests and pain points. This resulted in positive organic user sentiments. Many expressed delight and surprise over the deals they could get from the department store and excitement over the available shoes.
Influencers Featured: @axlepadiernos, @reenaaatienza
Near kicks off a kickass KOL campaign
Near’s tips for campaigns that run far
Get creative with your budget. Creativity should be present in every step of the campaign, even in how you allot your budget. This means wisely deciding your KOL tiers, categories, and even the channel and content splits to meet (and exceed) the goals of your campaign.
Know what people want to know. People are very willing to scroll past boring content. Understand what your audience is interested in – whether that’s a hobby, a location, or an irresistible deal, insights like these make way for great content that people will watch.
