Iris > 实例探究 > 创造影响力：阿迪达斯 2018 年 FIFA 世界杯的成功营销策略

Revolutionizing Sports Marketing: The 2018 FIFA World Cup and adidas

适用功能

挑战

我们面临的挑战是在 2018 年 FIFA 世界杯期间为阿迪达斯制定独特且有影响力的营销策略。

关于客户

客户阿迪达斯是一家全球运动品牌，希望在 FIFA 世界杯期间脱颖而出。

解决方案

解决方案是创建一系列引人注目的阿迪达斯“内容投放”，这些内容将在发布当天引起轰动并“拥有互联网”。

运营影响

The unique approach to the 2018 FIFA World Cup campaign resulted in a significant increase in brand visibility and engagement for adidas. The human-centric content resonated with the audience, creating a strong emotional connection that transcended beyond the typical celebrity-endorsed campaigns. The campaign not only 'owned the internet' on the day of publishing but also managed to sustain the momentum throughout the tournament. The involvement of football icons David Beckham and Zinedine Zidane further amplified the campaign's reach and impact. The strategy also successfully drove online sales, demonstrating the effectiveness of integrating digital platforms with traditional marketing efforts.

数量效益

69 million views on the campaign content
30% growth in adidas Share of Voice in less than 24 hours with the Mo Salah film
4% rise in adidas’ total turnover to €5.26 billion, with €3.2 billion coming from shoe sales

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