Adidas recently released its first foray into Weibo Story advertising, a series of four short videos promoting a new product line.
Climbing the learning curve
Watching the video, it becomes clear that their first effort has some shortcomings: not once, in all four videos, does the Adidas logo appear, while the Adidas heartbeat associated with "The Pulse of Sport" line turns up only once. Users would have to be quite familiar with Adidas or their product line to know that the videos are Adidas advertisements.
In addition, no diversion pages or links appear in the ad to offer a chance at conversion, suggesting that Adidas' goal is not to advertise or publicize their brand, but rather focus specifically on this new series of products, promoting them to users who are already acquainted with the Adidas brand to enhance their influence among consumers.
Understanding effectiveness
All of these issues beg a question; how effective was this first Weibo ad at spreading the word of...
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