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How adidas hoops sparked over 635K engagements, 30K new followers and 19.7M impressions through Twitter

20/03/2014

Watch the video case study and read on for more details:

 

Challenge

“Engage high school athletes across screens to promote the new adidas Crazyquick shoe.”


Solution

• Used TV ad targeting to engage Twitter users with special content that was an extension of the adidas Crazyquick television ad campaign

 

• Invited basketball fans to name the moves using the hashtag #QuickAintFair in order to drive relevant conversations and drive engagement.

• Targeted Promoted Tweets to interests like basketball and used keyword targeting in timeline to get Promoted Tweets in front of an engaged audience that was already tweeting about or searching for NBA players, teams and adidas-related terms.
• Retweeted Twitter users who participated with the campaign using the hashtag.
• Rewarded fans for crafting the best names for each athlete’s moves.
• Gave the top three winning fans shout-outs via Twitter and included rich media featuring the content they submitted.

Results

 

 

 

 

635K engagements on Twitter

59% lift in historical Promoted Tweet engagement rate

17% lift in top of mind awareness

30K new followers

19.7M impressions

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Words by Lia Vakoutis, Head of Digital Strategy at adidas America

“TV ad targeting allowed adidas to deliver extended, relevant content to the right audience right after they saw our TV spots. The #QuickAintFair campaign on Twitter was so successful because it drove major awareness while creating deeper engagement on the second screen than we had ever seen. Plus, we were able to own a conversation around key moments during the NBA Playoffs season.”

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