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Alltogethernow Technology Adidas

Adidas creates content playbook to move beyond just capturing consumers attention to engaging with them

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By Tony Connelly, Sports Marketing Reporter

August 12, 2016 | 3 min read

Adidas has partnered with digital agency AllTogetherNow to come up with a playbook for content marketing that will help it go from just capturing fans' attention to actually engaging with them more.

Adidas

Adidas

Adidas has been aggressive in its pivot to more social media activations in order to get more people talking about the brand. However, the German brand also understands that, to compete with publishers, broadcasters and rival sportswear manufacturers, it must also maintain global engagement and reward audiences with content that is relevant, useful and entertaining.

This pursuit has led it to partner with digital engagement specialists, AllTogetherNow, which has created a 'Consumer Engagement Content Playbook'. The guide will serve as a framework for the Adidas' consumer engagement teams to tell compelling stories that bring the core values of Adidas to life in consistent, relevant and engaging ways.

Steve Parker, managing director at Alltogethernow, said the aim of the brief was “to find a way to unify and optimise all the content in the consumer and engament space of what they do”.

“We really wanted this to be the blueprint for the future of the way the consumer engagement teams work around the world,” continued Parker.

“Like a lot of businesses, content comes from lots of different places and lots of different creators but brands don’t always stop and say 'this is what good looks like' and 'this is how to optimise for a really engaged audience'. We went into a lot of deadline, inspiration and quality measures - really just trying to create that common language for content creative. Tt’s about that consistent experience of target audience.”

The new partnership will help Adidas refine and strengthen its focus on being the most shareable brand on social media amongst its rivals. The recent content around Paul Pogba’s transfer to Manchester United saw it create an array of posts around the news such as a music video with popular rapper Stormzy that featured Pogba earlier this week.

Alltogethernow Technology Adidas

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