A great marketing to women campaign that is #awesome, #inspiring, and #brilliant is the #mygirls campaign for Adidas. This global campaign aimed at girls 14-23, with a concentration on 17 year olds, uses social media as the anchor to engage and rally girls all over the world with their passion for sports. Nike was always the vanguard for marketing to women since the 1980’s but, Adidas is about to give Nike a run for its money. Using the hashtag #mygirls, this campaign engages its audience on Twitter and Instagram. The microsite is a hub for girls to follow other girls around the world like Jordanian boxers or Brazilian divers. A visual feast of connectivity, it shares its fans pictures and tweets. It inspires, gives advice and contest opportunities, and connects its audience to trend-setting gear and wear. A guerilla aspect of the campaign is putting pop up gyms in various cities to invite girls to explore and try their hand at different sports like fencing and cricket. This campaign is a homerun for all girls with a passion for sports, whether they sport Adidas or not. And the goodwill Adidas will get from going beyond the sell to engagement should get them more fans and sales all over the world. My new current favorite marketing to women campaign is #mygirls. Do you think this creative connects to girls?
Want to see more, check out my first post in my series 20 examples of marketing to women that connects.
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