Brand Barometer: Social media performance of Adidas

Be the first to comment

A look at the performance of Adidas in social media over the past four months.


March: Conversation increased as the Team GB kit for the Olympics, designed by Stella McCartney, was unveiled, but negative comments pushed down its satisfaction score.

April: The 'Take the stage' campaign ad made its debut, but the launch was marred by allegations that the kit was produced in sweatshops.

May: Users uploaded videos for the chance to win a meeting with brand ambassadors. The site was dogged by technical issues, however.

June: Negative mentions spiked due to a trainer perceived to resemble shackles worn by slaves, but the launch of the Adidas football tumblr boosted its SMR score.

Adidas is succeeding in integrating its social channels to promote its sponsorship of the Olympics and engage with fans online, even with negative news stories in the mix. It will be interesting to see what the brand does throughout the Games.

The Yomego SMR Index helps brands to benchmark their popularity in social channels. Follow @YomegoSocial

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Twitter reveals insights from best social campaigns of 2015
Shares0
Share

1 Twitter reveals insights from best social campaigns of 2015

Twitter UK's head of brand strategy reviews some of the best campaigns on the social media platform last year and shares insights to help brands in 2016.

Just published