22nd September 2016
Adidas is relatively new to Snapchat marketing however the sportswear giant is already singing the apps praises and claiming that Snapchat engagement and audience retention is ‘insane’ when compared to YouTube and other social platforms.
Initially Adidas saw Snapchat as a ‘raw and real’ channel and had reservations about content effectiveness and measurement. This was back in February and now seven months later, with around 20 Snapchat Stories under their belt – Adidas have changed their tune after seeing positive signs that their content is resonating with their target audience and achieving an ‘insane’ return on interaction. These enthusiastic comments were made at a Social Media Week event by Dan Moseley of We Are Social.
Influencers drive Snapchat interaction
Adidas have established a a presence on Snapchat that leverages their music and sport ambassadors from Pharrell Williams creating Stories from the LA launch of his own Originals collection to the most expensive football player in the world, Paul Pogba, featured in a Stomzy music video.
“We’re looking to create genuine relationships with influencers and to help them to reach their goals as much as ours… We want to create long-term relationships with these guys and we’re really proud of some the examples that are unfolding on Snapchat.” said Chris Watt, Social Media Manager at Adidas, at the Social Media Week event.
This is promising for the platform as it continues to strengthen its offering for brands by launching new dynamic products and educating Marketing Executives on the benefits of Snapchat’s mobile advertising reach among their super engaged users.