adidas: Don't pander to your audience; test them.

This case study describes how Adidas, the sportswear brand, launched a club shirt for UK football team Chelsea FC with a social media-driven campaign that focused on fans' loyalty, with zero paid-for media.

Adidas: Don't pander to your audience; test them.

Ollie Gilmore

Campaign details

Client: AdidasAgency: The CornerBrand: Adidas

Summary: Don't pander to your audience. Test them.

Over the last decade, marketers have recurrently been told that digital and social have created a new era of consumer empowerment. Not only can we listen to and analyse our audiences like never before; we are allegedly compelled to do so, too.

The danger - implied in the resulting crop of 'have your say' comment boxes and all those hours brand reps spend responding to tweets - is that we...

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