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Branding for Success: Lessons from the World Cup

Image courtesy of Shutterstock.com

Image courtesy of Shutterstock.com

I was just reading this fantastic article about Adidas’ use of social media during the World Cup.  They sent a 40-person team to the games in Rio de Janeiro, Brazil.

“So far, its strategies seem to be working – on Twitter, Adidas is the most mentioned brand, with more than 1.6 million tweets, retweets, and replies about it. Plus, its hashtag #allin is the most used brand hashtag right now, with about 570,000 mentions.  On YouTube, it’s doubled its audience by adding 200,000 new subscribers since the World Cup began, and on Facebook, it now has another one million fans.”

Adidas put a lot of effort and planning into their social media campaign and there are a lot of lessons for other companies, associations and industries!

“Building a “Content Bible

A year before the World Cup ever kicked off, Adidas tapped a social media agency called We Are Social to gather content on 100 Adidas-sponsored players. The content includes about 1,000 images and 160 videos that can work with whatever happens during gameplay. By the time December rolled around, We Are Social had set up an hourly calendar for the 32-day World Cup, building content around the games.”  And yes, the bottomline is “Reaching the right people with the right message at the right time” and “Being ready for moments and story options”.

Libraries have so many great stories, so much research that points to their positive community impact.  But they have trouble speaking with one voice so they can deliver the right message to the right people at the right time.  And they certainly don’t build an integrated “content bible” so they are ready for great opportunities and moments to share their stories.  We have a lot to learn from Adidas.  Great story.  Check it out.

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