Adidas Case

1. Identify opinion leaders and opinion formers:

Opinion formers are able to exert personal influence on controversial issues because of their intellect or status. In this case Adidas expands the communication for old school and classic products with opinion formers like; contemporary magazines as The Face and Wallpaper, Run DMC who performed a song about Adidas and Jay Kay who endorsed the Oregon shoes.

Opinion leaders are individuals in higher social status whose ideas and behavior serve as a model to others, they recieve the information, reprocess it to influence others. In Adidas case opinion leaders are celebrities like Liam Gallagher, Robbie Williams and Madonna.

2. Different ways of Adidas Originals use opinion leaders and opinion formers to generate WOM communication:

-Run DMC performed a song about adidas and return Adidas named a product in honour of a deceased Run DMC member.

-Many celebrities were all captured with Adidas Originals products on and without an initial advertisement, thus demand for the products has raised prices to incredible amounts.

-Adidas used contemporary magazines as a communication tool.

-'Every adidas has a story' campaign targeted experience theme for its audience.

-Exhibiton store in London which showed products from 1920's as art objects.

These made Adidas Originals become a trending brand around the world. Besides written press, people with similar interests started a buzz on web using web sites and e-forums.

3. Importance of WOM communication for Adidas:

Adidas needed alternative ways to improve sales and expand the usage of their products. Todays consumers are cynical about over marketing. Among many traditional sources, people trust more to WOM, direct experience and online media. Before making decision, consumer ask their peers opinions and rely on the advice of people who had first hand experience with the product. WOM communication has become one of the most valuable sources of information about brands. By the increase in WOM communication, Adidas can easily gather feedbacks from consumers and maintain diversified product range and different ways of communications.

4. Suggestions of WOM communications about the Adidas Originals brand

Fuelling WOM on social media networks as pinterest, twitter, facebook

Setting a communication tone with the target and keeping up with that tone

Brand ambassadors; selecting brand ambassadors and creating a "relationship platform" with consumers

Blog

...