[vc_row][vc_column][vc_column_text]Asics Social Media & Mobile – “Real time” Marketing Strategy

  • A digital marketing campaign across all devices and screens that involves publishing in real time, not next week or next month.
  • Topical posts and tweets will help you catch the trend and viral wave.
  • Flexible Strategy

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”315″ img_size=”full” alignment=”center”][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]Asics perception

  • older demographic
  • less brand conscious
  • more focused on sports and are serious athletes
  • train harder
  • disciplined
  • will spend more for the best athletic gear
  • More impressed by results than image.

[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_column_text]Goal

  • To grow market share and connect with a wider demographic 16+ years of age.
  • To create a localized marketing campaign unique to South Africa in line with Asics #imoveme campaign

 Social Media platforms will allow us to reach the right demographic in the right place and time with the right message. It is the most powerful and cost effective marketing tool available. It gives us an opportunity to combine a very physical brand with mobile technology where we can reach our demographic wherever they are, instantly. Allowing us to serve consumers content that they WANT to see, in an exciting and appealing way that makes them want to be involved, share it and talk about it.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]Through Social Media & Mobile we can do the following:

  • Tell a meaningful story
  • Create Viral Moments – Get people talking
  • Capture Moments – crowd source images, videos, success stories – get people involved
  • Promote newsworthy technology and design – Asics new products and innovations. Talk about what makes the product different, material, design, gel, green aspects
  • Make fun and enjoyable ads, motivational, aspirational stories, product placement
  • Reach out to your community – emotional stories and connections from local inspirational athletes
  • Engage and respond! – Full time management and know how to speak to your audience. Be funny, be witty, be conscious.
  • Reinforce that Asics is for real people, real athletes that contribute to real results
  • Relate to the customer – Do we want to feed the ego of the customer, or do we want to call them to action

[/vc_column_text][/vc_column][vc_column width=”1/2″][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]South African campaign ideas

  • What is happening in SA – divided nation, politics, water crises, corruption, the rise of the #hashtag in SA politics such as #Feesmustfall #zumamustfall #datamustfall – this is a good opportunity to give our spin on a solution through sport/activity/teams – sports brings all races together
  • Segment campaign promotions to reach relevant audiences
  • Local trends & climate
  • Demographic
  • Local sports hero’s or personalities/anti-hero’s
  • Product destination designing – linking the product with success.
  • Note: Nike has chosen to target the seventeen year olds more as research has shown that the 17 years olds spend 20% more on shoes than the adults.
  • Effective campaigns using “Social envy – look like me, feel like me, achieve my success”, “the desire to do better – lose weight, be the best athlete, motivation, relate to the difficulty of getting started”

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_column_text]Recommended platforms for the Asics Campaign – Adopt a Mobile First Strategy

Facebook – 14 million users on Facebook in SA

Types of ads: Video ads / Carousel ads / Canvas Ads / Promoted posts

  • 85% (10 million)of its users, use mobile devices.
  • Slightly more female users than male
  • Ages: 18 – 49 (Best place to reach Millennial’s and Generation X)


Instagram – 3.5 million users (grew by 32% in the past year)

Types of ads: Video ads (1min max) / Carousel ads / Promoted posts. Driven by #hashtags and visual content (images and video)

  • More woman than men
  • Ages: 90% of Instagram users are under 35yrs
  • More than 50% of Instagram users follow brands


Twitter – 7.7 million users in SA

  • Almost no campaign is mounted or cause embraced without a hashtag.
  • It would be essential to include a #hashtag campaign across all platforms and to look at way to make it relevant to South Africas current climate.
  • Predominantly male
  • Ages 18-29


YouTube – 8.4 million users in SA

  • Promote video content to demographic targeting interests such as sports, athletes and competitor brands
  • More male users than female
  • Ages: 18-49


Google display Ads

Target demographic and interests.

  • Brand awareness, focus on impressions and views.

[/vc_column_text][/vc_column][vc_column width=”1/3″][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]Online Conversion Points

All points across multiple devices whereby consumers can find out information, view products and engage with us instantly.

Local Asics Website – Focus on SA

  • Website to be the hub/source of all information and essential for a reference to direct traffic.
  • Share content and events from website to all online platforms eg. Facebook, Instagram, Twitter and YouTube
  • Blog articles on website to reinforce the ‘story’. To be shared across all platforms
  • Main conversion point for information and customer feedback

[/vc_column_text][/vc_column][vc_column width=”1/2″][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Opportunities & Innovation


  1. AI – Artificial Intelligence (Chat-bots)

This could be setup on the Facebook page where users could interact with a chatbot to find out information.

  • This could be used in an interesting and exciting way. We want users to go on to interact with the chat-bot
  • Users could go onto the Facebook Messenger and engage with an AI Bot who gives advice on FAQ regarding to sport, exercise or even just the history of Asics.


Asics chat bot “Hello, I am Asics, would you like to know about “Events”, Asics Footwear” or “Asics Front Runners”

User: Asics Footwear

Asics chat bot “Great choice! We have “Asics Gel Lyte”, “Asics Gel Nimbus” or would you like to know about our all new “Asisc Legends”?

The chatbot can guide the user to finding what they need. Pointing to, and serving links to websites, products, media and more[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]Embed from Getty Images

[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_column_text]2. 360 Degree images that can be viewed on any screen but best experienced on mobile. Also compatible with 3D glasses 

  • Imagine a full 360 degree immersed experience that can be viewed on any device or screen.
  • The user can pan and tilt their screen in any direction to view.
  • For example, a circular running track where the viewer is in the centre. As the viewer looks around the track he see’s different athletes competing in or performing different sports. We can get very creative with this.
  • This could be very visual, colourful, high resolution images complete with vibrant colourful fx leading the eye in the direction around the track.
  • This could also be viewed with more effect using 3D goggles or Google Cardboard 3D Goggles

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”318″ img_size=”full” alignment=”center”][vc_column_text]AR – Augmented Reality (Interactive Marketing)

 #imovemycity campaign – the idea is to get people out, get them active and give them something that works their body and their mind. Anyone can take part.

  • A sort of “treasure hunt” or “amazing race” parody. Clues are released on Social Media and possibly a selected radio station, to where Asics markers are hidden.
  • The participants must move on foot to get to the markers, forcing them to get out the house and be active.
  • When an Asics #imovemycity marker is found, the participant scans a unique QR code which opens up a website link where they can register their details as proof.
  • We could partner with an existing QR scanning systems such as Snapscan. They already have trust with consumers and is a great way to record the achievements. The Facebook mobile app also has a built in QR code scanner.
  • Reward the participants with discount vouchers as they unlock achievements (as you would in a game). By partnering with retailers such as Totalsports branches around the country, participants can use the vouchers to buy Asics shoes at a discount price, win prices, go into prize draws and win tickets to events.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”319″ img_size=”full” alignment=”center”][/vc_column][vc_column width=”2/3″][vc_column_text]Crowd Sourcing Campagins & Competitions

IDEA: #imovemeSA – show visually what movement means to you

  • Setup a temporary Asics structure in a popular spot for active people such as Sea Point Promenade where runners, athletes and many others walk, job, go for the view or just for fun.
  • Participants must take either video or a photo of them doing something that represents #imovemeSA.
  • The Asics structure must either feature as part of their submission or at least be in their submission. This eliminates any issue of other brand shoes being seen in the content.
  • Votes online determine the winner.
  • This gives us an opportunity to crowd source content, go viral and get exposure through word of mouth and content. Creating excitement and interest.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”321″ img_size=”full” alignment=”center”][vc_column_text]Live Stream Events

Use Facebook to live stream events to give consumers a real time experience and join in on the excitement.

  • This will help connect with younger trendier audiences.
  • Live streaming would be done at one of the flagship stores or malls/venues using a Tricaster (or similar).
  • Multiple cameras with a presenter (Asics brand ambassador) interviewing and commentating.
  • Streaming the Wii competition and/or secret sunset event
  • Encourage people to live stream events from their mobile devices, creating major awareness across multiple news feeds. We could setup wifi at the events and encourage people to stream and use the #imovemeSA. Imagine that!

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]Facebook Ads:

Note: Facebook and Instagram are linked for cross-posting and cross-marketing

Link-Click Ads (products or single images)

  • Link-click ads are one of the most basic ad formats available on Facebook.
  • They showcase an image that can be clicked upon to lead the user to a desired landing page.
  • The image should have minimal text in order to be approved by Facebook.

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Carousel Ads (tell a story with multiple images)

  • Carousel ads are left-to-right scrolling ads that allow you to showcase your product or service via multiple images on Facebook.
  • It’s very easy to use this ad unit in creative ways to show continuity or to tell a story with 3-5 cards.

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Dynamic Product Ads (used with remarketing)

  • These ads allow you to promote relevant products to shoppers who have previously browsed your product catalogue on your website or mobile app.
  • These ads dynamically update to show Facebook users relevant products related to their browsing history on your website.
  • To set up, upload your product catalogue to Facebook, set up a Facebook pixel on your website, and create a dynamic ad template on Facebook using Ads Manager or Power Editor.

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Canvas Ads

  • Canvas ads are an immersive mobile experience on Facebook that lets you combine creative, video, and more into a top-to-bottom and left-to-right scrolling presentation that tells a story or showcases a product beautifully.
  • Think magazine pull-outs, digitized.

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Video Ads

  • Video ads are excellent for story-telling and automatically start playing silently in your News Feed, showcasing your product with subtitles available.
  • When users click into the ad, the video will play fully with sound.

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YouTube TrueView Ads

  • YouTube offers video ads as well as display and banner ads within video content.
  • With TrueView ads, reach potential customers when they watch or search for videos on YouTube – and only pay when they show interest.
  • On mobile alone, more 18- to 49-year-olds watch YouTube during prime time in the United States than they do the top 10 prime-time shows combined.
  • You only pay when someone chooses to watch at least 30 seconds or clicks on your TrueView ad.
  • Target by location, interests and behaviours – Sports, Competitor brands, etc

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