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...