Adidas are a global brand; a sporting superpower that sell quality products and deal with the biggest stars in sports. It’s not just about products though, they are awesome at social media marketing.
Adidas are a huge company. It’s no surprise that they have several sectors to the business and each requires its own social media presence across the major social networks which of course includes Twitter. In this case study I will be concentrating on the general Adidas channels, not focused on the sector accounts as much.
Below is a screenshot of the @adidas Twitter profile. By verifying their account, their 2.09M followers and many more can easily find their profile. This account mainly retweets the other Adidas brand accounts and brings together the Adidas brand as a whole. The retweets are mostly of videos and images posted by the brand accounts and then promoted on this account.
Some of the tweets I can see are planned for real-time use based on events. One example is the UEFA Champions League Final, during the match the athletes using Adidas equipment were used in images created in case of a key event in the match. For example, Luis Suarez and Alvaro Morata scored in the match and are both athletes who use Adidas equipment and because of this, during the match they tweeted an image of these athletes using the trending hashtag for the match. As a global brand getting involved in an event most of the world was interested in, they got a lot of engagement. This is very good planning and good Twitter marketing!
One of the ways I think that Adidas kill it on social media is by integrating their other brand channels into their existing channels. The Videos tab on their Facebook page obviously contains the same content from the YouTube channels and as a result, also their other Facebook pages within relevance. I see this as quite similar to sharing a blog post through every member of staff’s social media accounts. Cross promotion.