Relevant online promotion
In order to implement online promotion that makes friends on the LINE official account feel personally relevant, adidas first tags friends to focus their attention. When operating the LINE official account in the background of Crescendo MAAC, adidas sets independent labels for each product, event schedule, store location and consumption preference, and conducts different audience classifications for friends who click and interact, and packages them into different attributes. Audience package. Facing a target audience with clear preferences, adidas then invests in appropriate graphic and text content to achieve precise marketing.
The practical application is the launch of a new generation of UltraBOOST 22 girls' running shoes by adidas in December 2021, which was promoted and operated on the official LINE account. Adidas first selected the LINE uid from the MAAC backend and packaged it into the target audience with tags such as "women", "running" , "discount" , and "click_ultraboost". Then, it sent the highlight pictures and texts of this women's shoe through focus broadcasting, and from the pictures The article clearly spain whatsapp phone number guides friends to "find a physical store" or "enter the adidas official website" to place an order. This promotion successfully achieved a message opening rate of 66% and a click-through rate of 23%, and received enthusiastic responses from old and new friends.
adidas has also added an interactive space for "Find a Store" ( click to watch the video ) in the picture and text menu permanently pinned to the top of the LINE official account . Click "Find a Store" and pull up the page to the map page, where "My Location" is displayed. When you click to share "My Location" to the adidas LINE official account, your friends can learn about nearby stores from the adidas LINE official account, and further choose whether to turn on Google Maps navigation to enter physical stores for consumption.