…Not five ads a year. Adidas uses newsrooms to produce regular content each week, rather than just a few high profile ad campaigns each year.
Across the world, 12 major cities play host to Adidas newsrooms. Marketers inside these hubs listen intently to the beat of life around them, believing these urban melting pots are where trends begin. With their finger on the pulse, they adapt autonomously to cultural shifts, producing content that resonates with their audience.
This approach represents a fundamental shift in content production. Rather than focusing solely on large budget ad campaigns, Adidas are placing an equal if not greater value on regular, audience specific content. They recognise the importance of reacting in real time, and to that end marketers are empowered to act independently within their cities – with access to the brand guideline repository, complete with best practice guides, studies and case reports. To this end, newsrooms are taking production and execution in-house, to ensure the quickest possible response.
At Superkrush, we are firm advocates for regular content. By turning out constantly fresh content, Adidas connect their brands with current trends and position themselves as influencers. Brand loyalty in increased through regular engagement, and affiliation with events and issues that the audience identifies with.
That is why Superkrush make it a priority to maximise the potential of all of our video content – we agree that multiple pieces of content, across multiple social platforms, drive greater engagement than solitary campaigns. We produce with this in mind, from inception to delivery; ensuring content is suitable across platforms and optimising it for maximum use. That way, you get the most out of your content (and budget!).
Article inspired by The Drum, “How Adidas is using newsrooms to create five great pieces of content a week, not just five great ads a year”, 7/4/16