Sports brand adidas has launched a social media pitch.
In a brief seen by Marketing, the brand said that it is looking to target what it calls the NGYs - the next generation youths aged from 14 to 19. The brand is looking for an agency which will spend around 80% of its time managing the Singapore social media channels and 20% of the time will be centered around the overall SEA strategy.
While the pitch presentation is said to occur early March, when contacted by Marketing, adidas did not comment further on which agencies would be pitching.
During the pitching session, the agencies vying for the account need to demonstate a strategy to show how the brand can substantially increase its organic growth on social media. The agencies also need a detailed content strategy for each of the adidas’ social media channels and a clear plan on how to grow the follower base of the current and potential additional channels.
Agencies contending also need to provide a one month content plan for the social channels with a focus on how to activate the women’s category locally. The current adidas Singapore social media channels consist of Facebook and Twitter and its content currently involves about 80-90% global content and 10-20% local content.
“2015 is the year of sports for adidas, we go back to our roots that is why we just launched the biggest brand campaign of all times, called Sport 15. We go back to our roots that is why we just launched the biggest brand campaign of all times, called Sport 15,” said the company in the brief.
Currently adidas’ SEA office, based in Singapore, is driving the brand’s overall strategy and marketing calendar. However it has six brand communications managers handling the brand within each of its SEA markets.