Themes from NAM Transcript (Areas to broaden (More UGC through possibly…
Themes from NAM Transcript
Areas to broaden
Focusing not just on adidas.com, but also on third party retailers / channels.
Broadening influencer toolkit to give more tools and increase ROI and effectiveness
More data driven marketing
More UGC through possibly Olapic.
UGC is also not harvested well from internal team, and often times isn't harvested at all
Personalization of content using Montetate
Focus on increasing traffic
Then using that traffic to inform and tailor content via personalization, metric tracking, etc
Increased focus on homepage, per the elevated ROI seen from it these past 6 months
Much higher emphasis on reactive, that is more planned out and has a better testing potential
Desire for further research into consumer opinion of homepage takeover versus letting it be just about product.
Touchpoint specific content strategy - more of a thought out process to WHERE content should live for best ROMI
Better Digital Campaign standards that can are more widely applicable
Adidas events need to got through the .com domain as opposed to third party so that shuttling customers into the loyalty program is easier, and capturing them via CRM is easier
Areas to simplify / combine
Combine brand and ecomm together
Reactive content is sometimes ineffective because you have to prepare winners / losers and it can be a waste of time if goals aren't articulated well enough
Role of Adidas.com isn't clear internally
Connecting the whole adidas digital ecosystem across touchpoints. Improving cohesiveness of desktop, mobile, app.
Test / Learn used to be used a lot, but as it grew in popularity and scale their stopped being 1 single approach to it, and at this point that's resulted in it being used less and less. Needs clarification of purpose and a better management team.
Internal Brand Design process needs to be streamlined because they're used frequently but the communication process is broken
Content is inefficiently used - NAM always feels like they're in a content drought even though they had over 150 photoshoots last year
Simplify the brand calendar and make it easily searchable to employees
Need to work on a better link between Qual + Quant, as their isn't always a good follow up to actually deliver insight on the data that's received
Areas to add
Desire for more advanced creative that isn't just static but is more dynamic (gifs, video content)
Tracking content : move from manual to using tags to systematize efforts.
Desire for Tim's team to support wholesale, but not high hopes that it can happen anytime soon
Toolkits that can be used for wholesale, affiliates.
Unless they only need really simple raw content, the local team has to create it from scratch. Tim's team doesn't work with wholesale
Tools to add
Asset Management Solution
A large part of the Adidas existing content ISN'T networked, and just lives on physical in various locations :(
Proper Planning tool to plan seasons ahead
Areas to change / that are broken
They don't have slack, learning and analysis is shared through email
Content calendar really just reactively follows the product calendar and fails to ask more pertinent consumer facing questions
Adidas has way too many meetings, and it interferes with productivity
Global - local relationship is really broken and hard to fix
Often times the amount of notice that NAM gets that there are gaps in upcoming blockbusters / campaigns is less than 100 days, which gives local agencies tighter timelines than is ideal
The amount of inputs needed to move forward on projects from global really cripple workflows, and then local BU's have to search far and wide to find the creative they need
Campaigns frequently feel like a fire-drill because local teams don't receive the global toolkits in enough time to judge where gaps in content will be, and then end up having to rush to fill those gaps
All PDP changes come from global, so local kind of just has to follow behind on content
Agency partnerships are ineffective and no standard exists
Collaborating with agencies is really hard because there ends up having to be a lot of re-education on guidelines / toolkits at a tight time scale that ends up in less than ideal work and a inefficient relationship
Adidas as a whole needs a training on how to write good creative briefs
So many different markets that are all using their own creative agencies & they all end up duplicating efforts because of lack of communication
Existing personalization is limited mostly to demographic data, and enhancing the process to include sports, time of day, previously liked content metrics is exponentially harder - "I don't even know how we would go about that" - Chris Murphy
Most wholesale partners don't represent product as well as they could. They frequently take samples and reshoot to their spec. and it ends up looking bad
Helping Wholesale get better about leveraging / using their platforms for UGC