The US soccer team may be out, but US athletic apparel company Nike is still very much in the World Cup. Nike is overshadowing World Cup Official Sponsor Adidas in more ways than one during the 2014 tournament. As confirmed all over the news last week, their stocks continue to rise and their sales continue to sore. When it comes to Social Marketing, some are claiming that the Nike and Adidas campaigns are fairly even, but our weekly social analysis tells another story based on the audience they’re attracting through their campaigns.
Nike managed to attract Twitter engagement from 32% of the same Rugged Males who were the most socially-excited soccer fans for @FIFAWorldCup during the week of June 16-22. It’s those die-hard fans that all World Cup sponsors and ambush Marketers should be aiming to attract. Adidas, on the other hand, pulled the bulk of their less-than-stellar engagement from Wholesome Males.
A couple of weeks before the World Cup began, the same social analysis showed that both Adidas and Nike were on the right track with their Marketing efforts, attracting the same active FIFA audience on social. This week- Nike has left Adidas in the dust.
Week Highlights: Adidas Fails to Go #Allin
Engagement is the name of the World Cup social game, and Nike’s #RiskEverything campaign has that edge over Adidas. In line with ‘Rugged’ personality traits, Nike was successful in tweeting short, tough-toned tweets that got noticed and retweeted by soccer fans around the globe. In fact, their tweets were consistently retweeted by the thousands (2,649 times for the tweet below, to be exact), while Adidas lagged far behind.
Adidas’ highest engagement for their #allin hashtag appeared to originate from soccer stars who wear Adidas boots, like hurt US player Jozy Altidore, rather than from Adidas themselves. Pulling engagement from popular soccer celebrities is a given. Being able to take the social reigns as a stand-alone brand and still pull in large audience interaction is like scoring the winning goal.
Of Interest: Nike Numbers Don’t Lie
It’s one thing to run our own analysis on which brands are getting the right message to the right audience to help increase social engagement. It’s another to go straight to the source to get a full list of social stats that show in more detail why one brand might be ahead of another. Nike recently released some of it’s early social stats, shared in this post– among them, that they’ve seen over 650,000 uses of the hashtag #riskeverything in social media, and over 22 million campaign engagements overall.
Those are some stats worth reporting! Any brand out there that’s still holding out on joining the social and digital revolution should take a good look at these stats and consider the obvious advantages.