How Adidas drives customer loyalty with apps
When the pandemic shut down parks and gyms, Adidas set out to help people remain motivated and connected. The sportswear leader took the opportunity to build a closer relationship with its most dedicated customers through its apps, and the results proved more meaningful than expected. Scott Dunlap, general manager and CEO of Adidas Runtastic, shares how the team’s strategy to invest in Google’s app solutions and double down on their company’s mission became a winning formula for success.
Adidas is about sport, culture, and innovation.
It’s about making the world a better place by bringing the best of sport to the world.
Adidas Running and Adidas Training are our sport Apps and it's a way for people to track their fitness activities and performance quickly and easily.
But in 2020, when the pandemic first hit, we saw the shutting down of every major race on the planet. And then the gyms soon shut down …
So we made it a priority to deliver an experience that was not only engaging, but helped our consumers stay motivated and connected to the broader community.
But one of the first things we had to do in order to make this successful was ensure that our app was discoverable and reached the right people.
So we doubled down on our app campaigns to reach new users across Display, Search, and YouTube.
And the outcome just blew us away.
We used Google Analytics to measure the conversions that matter, from the app install to getting involved in your first workout or joining your first community.
By analyzing the results beneath the surface, we uncovered that the demand of our sport apps rose by 240% year-over-year … even growing by 600% in a single day!
But beneath the numbers, one of the most valuable insights we uncovered was that our users weren’t just using our sport apps to stay fit … they sought a sense of purpose and connection to a community.
So, we launched the ‘Hometeam Hero Challenge.’ Every kilometer that was walked or run, or for every hour that was worked out, we would donate $1 to the World Health Organization in support of health workers and researchers battling the pandemic.
Through sport we have the power to change lives.
That’s the mission and the spirit of Adidas.