I wonder how many of you reading this..
..were just scrolling through Facebook, Twitter, Instagram or Pinterest looking at photos of friends, Donald Trump’s tweets, cute pictures of puppies or new pumpkin spice recipes for the fall. If I were a betting person, I would estimate 85% of you were engaging in something similar to what I just listed. The amount of time that we spend on social media or other digital platforms is astronomical. However, we spend all this time on these platforms because we like what we see. As companies have immersed themselves within the digital world, they had to adjust their strategies to make sure the content that was being communicated to their viewers, was meaningful and relevant. Who really wants to read something that doesn't pertain to them, right? However, the delivery of all of this content can be overwhelming, which can then lead to viewers having difficulty interpreting all of it.
I find this happening a lot in the health and wellness category, especially on Instagram. Within recent years, the health/fitness/wellness trend has gotten more attention, causing people to become more conscious of their personal well being and how they can better their lifestyle. Often times, consumers looking for a resolution to their health problem will turn to social platforms/influencers for the answers. Everyone on Instagram seems to be a “certified” personal trainer, fitness blogger/influencer, e-book seller and affiliate of health products. For me, this over abundance has led to a lack of credibility and trust of some of these influencers/companies backing them. It has made me question the authenticity and genuineness of the influencer/company's vision and image. With that being said, I’ve been very selective on what fitness, health and wellness companies or influencers I follow.
One company that has helped me shift this negative connotation with influencers in this category is Adidas. For a while, Adidas has been the unsung hero of fitness/performance apparel and technology. However, in recent years they have been making their way back to the forefront of the marketplace by adjusting in their strategy. Adidas started to focus their marketing efforts on story telling and not product selling. This type of shift is extremely important among the millennial group, as they align themselves with brands that share the same values as them. Ultimately, consumers are the reason why businesses are thrive, so it is important for brands to align their efforts with the needs of their audience. Now, Adidas utilizes platforms like Facebook, Instagram and Twitter to reach this group and tell stories that are real and important.
Most recently, Adidas launched their women’s campaign of “Unleash Your Creativity,” which builds off of their campaign last year, “Here To Create.” Lia Stierwalt, Senior Director of Global Brand Communications at Adidas, commented on the campaigns’ focus, “We believe that athletes who tap into their creativity have a powerful edge. This new film series continues the ‘Here to Create’ conversation that we began in 2016 reinforcing the brand’s point of view that engaging an athlete’s imagination to unleash their creativity will take them further than their mind or body ever could.” For this campaign, the Adidas marketing team brought together a diverse group of women athletes/influencers that represented this message. Some of these powerful women include: Karlie Kloss, Robin Arzon, Chinae Alexandar, Jera Foster-Fell and Remi Ishizuka. I was actually following three of these women (Chinae, Jera and Remi) prior to their ambassadorship at Adidas. These women are genuine, honest, authentic and believe in the brands they work with – which makes me believe in them. Besides posting about Adidas, the motivational content that they share is so relatable and pure to the point where I truly look forward to their content that post every day. (Quick note: Chinae is my spirit animal and I highly suggest you check out her page - I guarantee you'll love her :)) The only area where I think Adidas falls short in all of this is the lack of promotion of these women. These women do a lot of self-promotion for the brand on their channels but I think that Adidas could do a better job of promoting their stories and what value they bring to the brand.
I think the most important takeaway here is that Adidas is not only rebuilding it's place in the market but they're building relationships with people. The relationships that these ambassadors are forming with their followers are invaluable. Marketing is no longer about the products you make, it's about the stories you tell - and Adidas does it right.
Real content, real stories, real people - that's what works.