When adidas wanted to launch its global “all in for my girls” platform in China, it encountered a dilemma. Girls in the West view sports as competitive and athletic, while girls in China would rather shop, sing KTV, and eat dessert than do sports. In fact, only 3% of girls in China aged 15-24 go to the gym.
How do we create a local idea based on the global platform that is more relevant to girls in China? We had to develop a new campaign based on local & relevant insights.
For Chinese girls who do sports, it isn’t about competition, but about sisterhood and bonding. For them, spending time with their friends is more important than points on a scoreboard.
Create a campaign that highlights the sisterhood & fun girls have when they play sports together.
After our initial launch, spontaneous awareness, brand consideration, and brand image among girls increased.
· Spontaneous awareness increased by 8%
· Brand consideration increased by 8%
· “Brand Image - suitable for female” increased by 16%
· (Source: Millward Brown)
And best of all, sales increased significantly in our women’s business this year, compared to last year.
We achieved this level of success because we discovered a compelling insight around girls and sports, and applied it to our communications plans. Not only did we succeed in bringing a tremendous uplift in sales for adidas, we also launched the national “sisterhood” platform for adidas women’s business in China.