BC ABCD AaB AaBbcec Aalbo De AaBbcc AaBcc Aabbcode Aabbccdi AdBbEDE AABECEDE ABECEDE ding 2 Heading Title Subtitle Subtle Em Intense E. Strong Quote Intense ... Subtle Ref. Intense Re. Emphasis P Find ac Reple | Selec Editing Style Please read the case study of Adidas's Social Media Campaign. Discuss the main learning points from their social media strategy which in your opinion should be adopted by other companies. (8 marks) Adidas, one of the leading global sports brands who has never been actively associated with cricket. It had been synonymous with football, athletics, basketball and other sports, but never identified as a dedicated brand for cricket. After, it has understood the vast potential of Indian market and the cricket loving Indian youth, it has successfully leveraged social media campaign on Facebook to position itself as a brand or company very passionate for cricket and cricket lovers Business Objectives of Adidas The campaign was initiated to position Adidas as a serious cricket brand in India with the following two key objectives, 1. Ensuring long term and sustainable process of interaction with the target audience; and 2. Simultaneously engaging the audience with quality and meaningful applications, events and activities Strategy Adopted by Adidas With the professional consultancy and guidance from Isobar, an agency known for its communications expertise and social media marketing knowhow, the company adopted the following strategies Decided to create a snowball effect to its campaign through a social media platform, where the cricket fans come discuss, share content and experience. The young people in the age group of 14-25 years with a huge affinity towards digital media were targeted It selected Facebook as its primary social media platform because it was the most popular among its target audience. It created accounts in YouTube and Twitter to extend the digital touch points and to broaden the overall social media experience of the target audience. It started posting relevant content, such as conversations on cricket, games, Trivia and Fantasy Cricket games for long time engagement of its visitors It started posting 'Sneak previews' and TVC's campaigns on the page.prior to their scheduled release on TV channels It used to regularly post photographs related to different events and activities. AB (0) ENG 21:18 2020/10/12 hp