In 2023, the Adidas Hong Kong marketing team set two key goals: increase sales of their classic series products and boost brand awareness. The company's key stakeholders, with their extensive experience in partnership channel management, recognized the cost-effectiveness of this customer acquisition method. As a result, they made partnerships a core part of their growth strategy, introducing an exclusive CPAi (Cost Per Acquisition) offer through Linkbest. This strategic move significantly drove the sales of the classic series products.
Adidas HK Marketing Strategy during Lunar New Year
- Multichannel Promotion
- Social Media: Share theme-related content on platforms like Weibo, Red, WeChat to engage a broader audience.
- Email Marketing: Send holiday-themed emails to Fashion and Ourdoor related publishers with special offers.
- Website Banners and Pop-ups: Use prominent banners and pop-ups on the Linkbest website to attract publishers' attention.
- Personalized Recommendations
- Personalized EDM: Send themed emails based on purchase history, recommending classic series products of interest.
- Smart Recommendations: Utilize smart recommendation on the website to showcase products aligned with the "Colorful New Year" theme.
- Collaboration with Key Opinion Leaders (KOLs)
- KOL Promotion: Partner with influencers who resonate with the brand's tone to promote "Colorful New Year" products on social media.
- Content Marketing
- Blogs and Articles: Publish articles on the brand's blog or reputable media platforms about New Year culture, color combinations, and classic series products.
- Hashtag Sharing: Encourage users to share photos or videos using classic series products on social media with specific theme tags (e.g., #ColorfulNewYear # Adidas HK).
By harnessing the festive spirit of the New Year in conjunction with the debut of Adidas' latest product line, LKB achieved an impressive 199% week-over-week surge in sales for their new collection. This achievement underscored the effective synergy between seasonal appeal and innovative product offerings, solidifying LKB's position as a dynamic market player capable of driving substantial growth during key consumer moments. The campaign not only boosted immediate sales but also strengthened brand affinity and market presence, setting a strong precedent for future marketing initiatives.
