Public relations in its general gist is all about communication. Communicating with an individual, communicating an idea, communicating an idea to an individual and communicating that idea to a niche, an audience, publics, target markets, stakeholders.
Basically, if we just take a moment and peel away all the layers of this public relations (PR) ‘onion’, we are simply talking to the person on the other end. I feel that we forget about this at times.
Digital development has certainly added more than a few layers to this PR ‘onion’. Now more than ever, as future practitioners, we have to consider where our audiences are. In our proposals, we consider what networks are wiser to invest in, where our audience spend time and most importantly, what our audiences like to see and engage with, on these networks.
There is one recently launched campaign that caught my attention and I want to talk about it today. I personally think it’s EPIC and I am going to tell you why.
I want to talk about the ADIDAS~ Here To Create campaign
THIS IS EPIC
Now if you haven’t seen this campaign I want you to take the next 5 minutes and 43 seconds to go watch the Here To Create playlist here
Now, whatever definition of EPIC you have, take it and multiply it, say by a thousand.
Have you done that?
I want you to get into that state of mind where this EPIC is mind-blowing.
This EPIC is the kind of EPIC that changes lives. This is the EPIC that got me hooked to PR in my first year and to this day, has motivated me to create greatness of my own.
This EPIC has the momentum to inspire, to encourage, to motivate, to change and most simply, to bring about a smile.
It is global and culturally aware of the beauty in the unique.
Who knew 13 videos or 5 minutes and 45 seconds could completely encompass the simplest of innovation and package it as a powerhouse idea that communicates a world of languages to a world of publics. All the while, selling their product so flawlessly.
Now, lets break down this EPIC even further.
I want you to think about the influencers, sportswomen, Instagram celebrities and bloggers that Adidas has featured in this campaign. People that you and I might follow.
These #girlbosses come with their own audiences. Just off the top of my head, one of the featured influencers was Hannah Bronfman. You may have seen her as the FaceForward brand ambassador for Clinique all around Westfield and Garden City just last year.
***Mental note, FastForward by Clinique was a pretty epic campaign as well.
Just like Hannah, the other 12 women have done some pretty awesome collaborations over the span of their careers and from this they have built their audiences, which includes people like us who are watching. For Adidas, this means “lots of eyeballs” on their campaign. The influencers will be sharing (and they did share) their content from the campaign on their social platforms and this means “lots of eyeballs” tagging, sharing and building the campaign on the natural premise of how social media works. Personally, I have been tagged on video shares of this campaign about 3-5 times a day over the last 2 weeks.
This brings me to my second point, influencers know their influence. There is a reason why Adidas chose these epic bunch women to showcase in their campaign. Lets just point out the most obvious, THEY ARE COOL. These women know what they like, are open with what they associate with and they have built their business and audience from the lifestyle they convey on their social media platforms.
Let’s look at Karlie Kloss and the content that was created for her Here To Create video.
You can check out her video here
The things highlighted in the video are SUPERMODEL // SUPER NERD // SUPER STRONG
All these three labels encompass her brand, her philanthropy, her work and are things that her audience associates with her. Adidas took these qualities and portrayed them in a universal message that anyone can find a thread of resemblance in.
That brings me to my third point, packaging the message. VIDEO!
On January 13, 2016 HubSpot Blogs reported that 51.9% of marketing professionals worldwide name video as the type of content with the best Return on Investment (ROI).
Infographic from HUBSPOT BLOGS
The stats match up to why video was perfect vehicle for this campaign and here is why.
- Video gives more insight than an image.
Viewers engage with different emotion and share or draw conclusions from that. It can be funny, factual or focused.
- It enables delivery of message with personality, which allows audiences to connect. Audiences connect with scenarios/ voices/ actions that they recognise.
- It is easily transferrable into a 15sec – 30sec television advert, which means you are creating content for multiple purposes in one go and ONE BUDGET
- It can be placed on multiple video platforms (Vine, Instagram, Snapchat, Facebook, YouTube .etc.)
- Video can be tailored to deliver multiple messages in one delivery.
Unlike posters, video that can be manipulated with music, video effects “psychologically” leave the right message with the intended audience.
Adidas used all of the above to full effect. They used video to generate buzz with influencers, their communities and media. The content within the video built with “Instagram activity”, was a cool effect that enabled to deliver multiple messages cohesively and easily.
The video format allowed for the campaign to be on multiple platforms as well as television and videos, allowing it to be tailored according to the influencer lifestyles and reach different audience markets worldwide while maintaining the key message. Thus, all combined, this campaign ultimately spoke to the person on the receiving end.
In hindsight, as I conclude this post, I can’t help but think how brilliantly simple this campaign was. There is one message which has been interpreted into different perspectives to bring one cohesive campaign.
I love this. This is EPIC. These are stories, lives, happiness and positivity. It is the epitome of “do yourself”. This campaign brought tears of joy to my eyes. If I can achieve even a morsel of this kind of greatness in my career, I will be content.
And you best believe I have been using my UNIDays credits to buy some cool Adidas gear, which goes to show that the video did create for the best ROI.
Hope y’all had a great first week,