Why Embody A Shameless Mindset?
More than ever, Millennials and Generation Z care about brand values. In fact, 9/10 Millennials would pick a brand that shares their values over one that doesn't.
They expect brands to promote reality instead of perfection. A very real feeling for our demographic is the feeling of vulnerability when expressing their individualism.
Self worth is greatly dependent on the digital presence that most of them have. This means we are aiming to reach an audience that's extremely self oriented. They are having to worry about how they're perceived at ages younger than ever before.
In order to accept the vulnerability that comes with publicly showing who you are, you must have an unapologetically individualistic mindset. Whether it's online or on the field, you can overcome the critics by showing your true colors and being shamelessly you.
Our audience is drawn to voices and personalities they identify with or aspire to be like. For this campaign, we are embracing their shameless voice.
Why Make A Social App?
Our demographic is always on their phones. Generation Z grew up with a smartphone. It’s estimated that 96% of Gen Z owns a smartphone, and close to half are connected online for an incredible 10 hours a day.
It's how they do research. Over 85% of Gen Z will learn about new products through social media and 69% will visit a store based on a retailer’s social media post. Our audience isn't going to CNN or Fox News. They're going to Facebook and Instagram to find information.
They respect their peer's opinions. They want to hear that a product is great from someone like them, not from the business itself. Opinions that Gen-Zers get from their social networks are extremely powerful, influencing 8 out of 10 to shop at a retailer they have never shopped at before.
An app is crucial to this campaign because our audience craves interactivity and content collaboration. By giving the audience a place to showcase their individuality, interactivity and content collaboration become key content principles. This will only further the conversations that the campaign targets.
Why Hold Multiple Events?
It's all about involving our audience in the conversation. Having real, in person, connection with our audience is key because they want to be personally connected with the brand and included in the conversation.
They want to better the world. 80% of Millennials want to leave the world a better place than they found it. By having events that range from competition based to humanitarian based, Adidas will connect with people in their own ways in order to make a difference. By giving the audience a job to do that they respect, they will participate and in turn become brand advocates in their social circles.
Holding multiple events allows Adidas to show authenticity. Millennials and Generation Z want to see if Adidas is authentic and is worthy of their time, money, and values. By holding events that align with the values of our audience, we will capture their attention and co-create the future with them in order to make a positive difference in their lives.
Why Feature A Documentary Series?
Short videos don’t hold our audience's attention for long. Animated GIFs and videos can help brands grab Gen Z’s attention fast, but they’re not necessarily enough to keep them watching. With all the “content noise” that our demographic sees on a daily basis, a real story with significant meaning will stand out and let Adidas connect with the audience on a deeper level.
Longer video can be spliced and shared. With liking comes sharing and sections of longer video can be shared on multiple platforms. This will allow Adidas to reach the audience on many different platforms.
The stories told will showcase the values of Adidas. We found that Millennials like stories, not selling points. When audience attention is held, Adidas is able to showcase its values and connect with the audience in a personal way. By featuring normal people’s stories, the series will be authentic rather than perfect, which is what our audience likes.
