Elemental adidas case study for the sports apparel brand showing how we used digital marketing, online PR and social media

1. adidas Setting the social agenda

2. Brief

3. Dipping in a toe Two initial campaigns saw us appointed for eight additional ones Complimented offline activity within online environments to raise visibility Multi-lingual campaigns IRE, FR, DE, ES, IT and UK

4. Traction in saturation Ensured the adidas brand was more visible during the World Cup 2006 Created online buzz and complimented TV advertising and sponsorship Extend reach of offline activity and establish influencers

5. Campaigns Worked on a number of campaigns from 2005 to 2007 including: Intelligent Shoe, ClimaCool, Basketball, Gumball, Football, Predator vs F50 World Cup 2006, Jose & Pedro, miCoach and the ‘brand’

6. Approach

7. Social back in 2005 Identified and engaged key blogs and online communities for each campaign Established relationships with key influencers in each key European region Advised on social media and digital at adidas brand summit

8. Viral seeding Video clips seeded on viral, video and UGC sites including YouTube Created the first RSS feed for adidas for podcast, vodcast sites and iTunes Worked regionally to ensure appropriate engagement

9. Not all about social News engine SEO undertaken to increase search engine visibility B2B off and online PR to raise agency awareness and feed through to B2C Key relationships with trade journalists established

10. Setting the agenda Created social media and blogger strategy for next 12 months of campaigns Competitor analysis to measure digital activity of adidas against competitors Established key influencer relationships for future comms

11. Impact

12. Early blogger adoption More than 200+ blog mentions for football, athletics and running campaigns Marketing Europe award on digital for Elemental’s miCoach strategy Set digital agenda for the brand to engage with audience

13. Kicking around numbers 9/10 Google Page 1 results under competitive keywords and phrases 65,000 is the average number of views per video 850,000+ views on YouTube and still growing

14. Before it was cool Before Facebook, Twitter and a number of other social media powerhouses We helped raise visibility of its campaigns using platforms and approaches New to the industry and changed their outlook forever

15. adidas.com website 2005 agency joint pitch; delivering our online PR, social and search strategy For the adidas.com site conveying how the brand was perceived digitally Steered social media direction for 2007-10 activity

16. adidas testimonial “ We were impressed with Elemental’s foresight on developing digital arenas and ability to deliver successful campaigns within evolving social environments.” Richard Prenderville, head of global media, adidas

17. Elemental profile

18. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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