Today, more than ever, brands base most of their communication and branding strategy on digital tools or influencers, as well as urban culture stars that brands invite to collaborate.
In order to manage and analyze the results of these strategies (perception of the brand by customers, emotions aroused, topics that buzz), brands use techniques of competitive intelligence, listening and analysis of social networks.
Digimind is one of those companies offering a social listening service, essential for brands to analyze and follow data and trends. Using this tool, we will analyze more precisely Adidas' presence on social networks and the lessons to be learned.
Digimind will allow us to identify several important data points: trends, demographics and key concepts and hashtags.
Based on this data, we can then make assumptions, suggestions and conclusions.
The interest of Digimind, for brands, also lies in the fact that it allows them to be informed about their social awareness and perception.
From the end of 2020 to 2021, adidas has been very present on the different social networks to create expectation around some collaborations with personalities such as Kanye West or Pharell.
As explained in the article on the resell market, coveted shoes are now sold through a system of raffles or "first come, first served". The expectation and storytelling created on these exclusive shoe models make them an event every time a model is released.
As shown very clearly on the graph, we can observe a peak of activity on social networks whenever a pair of Adidas Yeezy is released or even just announced (just comparing this graph and the release schedule of the year 2021).
Even though the brand's presence is significant throughout the year, the peak of activity is due to its collaboration with artist Kanye West on Yeezy models.
Another interesting aspect is the rivalry with Nike. Looking at the key concepts below, we can see that the search "Adidas Yeezy" is associated with Nike or Jordan. This means that for the brand, the digital presence is even vital to stay in the race with its competitors.
Finally, as mentioned at the beginning of this article, social listening also allows brands to know their overall consumer sentiment. In the case of adidas, it is excellent since 76% of the feelings are positive.
In short, Adidas has mastered the current challenges of its digital presence in order to ensure its popularity and image.
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