Sports apparel brand adidas launched a digital campaign in a bid to engage its audience and involve them in their #ThereWillBeHaters campaign. The campaign was aimed at generating awareness of adidas’ latest line of There Will Be Haters football boots in Malaysia.
To launch the ‘There Will Be Haters’ collection of football boots, adidas created a #ThereWillBeHaters video and a series of stills that star some of the most ‘hated’ football players: Gareth Bale, James Rodriguez, Luis Suarez and Karim Benzema. The video illustrates exactly how, why and what the haters hate about these global stars: their outstanding achievements on the field of play and the cleats that drive these incredible performances. “They hate your shiny new boots. They hate your boots, because they wish they were in them.”
— adidas Malaysia (@adidasMY) January 16, 2015
@adidasMY ran a Promoted Account, and kick-started the campaign with a video card in Promoted Tweets, to build awareness and start a conversation around their #ThereWillBeHaters video.
Steps to success
Sharing its strategy for the @adidasMY success, adidas laid out three steps on how it executed the digital campaign.
Step 1: Pick the right targeting @adidasMY reached out to football fans in Malaysia, targeting select football-related keywords.
Step 2: Working with ‘Power Users’ to amplify the message, @adidasMY sustained the momentum with a series of images showing the football stars with copy underlining why #ThereWillBeHaters.
When you've got it all like Gareth Bale, #therewillbehaters.
Step 3: Eye-catching copy
@adidasMY kept up the kinetic energy with a series of Tweets showcasing the new line of There Will Be Haters football boots.
In just three weeks, the @adidasMY campaign received 1.8 million impressions for an average cost per view of $0.05. “Twitter has proven to deliver high click-through rates in the past, and this time was no different - our campaign received 1.8 million impressions in just three weeks,” said Samantha Chan, brand manager, adidas Malaysia.
The use of video to kick-start the campaign gave a big boost: 5,385 Retweets for the #ThereWillBeHaters promo video. The results reinforce Twitter users’ preference for a seamless video viewing experience. An earlier analysis of Twitter internal data found that native video on Twitter drives more overall engagement than third party videos shared on Twitter: 2.5X replies, 2.8X Retweets and 1.9X Favorites.
The three key results achieved were:
-1.8 million Impressions
-$0.05 Average CPV (cost per view)
-4.93% Peak Engagement Rate (average rate is 1% - 2%)