Adidas
Adidas, a globally recognized sportswear brand, faced a significant marketing challenge in the West African market: declining store visits and reduced sales. To address this issue, Adidas sought to reinvigorate its brand presence and boost sales in the region. Syracuse Africa was tasked with developing and executing a campaign that would not only drive foot traffic to Adidas stores but also convert potential customers into loyal buyers.
The Task.
Our Approach
Syracuse Africa developed a two-pronged campaign strategy to appeal to both existing Adidas customers and potential new customers who were loyal to other brands.
Incentive for Existing Adidas Customers:
Launched a promotion offering current Adidas product owners the opportunity to upgrade their gear to newer versions. This approach aimed to reward brand loyalty and encourage repeat purchases.
Attraction for Non-Adidas Customers:
Targeted individuals who owned products from competing brands, offering them an incentive to trade in their old gear for Adidas products. This strategy aimed to convert customers from other brands and introduce them to the superior quality and style of Adidas.
Digital and Social Media Marketing:
Deployed targeted ads and social media campaigns to raise awareness about the Refresh Your Gear promotion.
In-Store Activations:
Organized special in-store events where customers could bring in their old gear and receive discounts or trade-in offers on new Adidas products.
Influencer Partnerships:
Collaborated with local influencers and athletes to amplify the campaign’s reach and credibility, encouraging their followers to participate in the promotion.
Media Relations and PR
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Managed electronic PR efforts, securing coverage in key publications and amplifying the campaign’s message.
Refresh Your Gear
The primary objective of the Refresh Your Gear campaign was to increase store visits and boost sales of Adidas products in West Africa by offering attractive incentives to both current Adidas customers and those who owned products from competing brands.
Results.
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The Refresh Your Gear campaign successfully increased store visits, with a noticeable spike in foot traffic during the promotion period.
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The campaign drove significant sales growth, with both new and existing customers taking advantage of the trade-in offers.
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Adidas saw a marked improvement in brand perception and customer loyalty in the West African market, with many customers expressing satisfaction with the quality and style of their new gear.
75k
New Followers
63k
Engagement
22m
Impressions
178k
Web Clicks
Conclusion.
Syracuse Africa’s Refresh Your Gear campaign effectively addressed Adidas’s marketing challenges in the West African market by incentivizing both brand loyalty and customer conversion. Through a well-executed strategy that combined digital marketing, in-store activations, and influencer partnerships, Syracuse Africa successfully revitalized Adidas’s brand presence in the region, leading to increased sales and a stronger market position. The campaign not only brought customers back into Adidas stores but also introduced the brand to a new audience, setting the stage for sustained growth in West Africa.