Finding out what's new, first

adidas Global
Consumer Insights

Get as close to your audience as possible.

Our Strategy team specializes in defining of-the-minute insights that bring nuanced understanding and fresh perspective to consumer behavior on social media.

Because if your consumer is under 35, social is where they're at.

And that's where the vast majority of marketing dollars are going...and often going to waste.

In a landscape that changes at light speed, strategies built on general trends research, demographic data and platform best practices won't cut it.

All to help brands like adidas, Google, Blue Apron and Carter's be brave, real and right-now where it matters most.

For example, we helped a CPG brand see where they fit into their target consumer's day...by spending dozens of days with dozens of teen boys.

We learn what people love and how they live.

We join the family breakfast table, hang out during homework time, go shopping together, hop in their social feeds and peek into their closets.

In discovering consumers' true passions and all too real pressures, we crack the hypothetical and see people in full.

Our biggest research workstream is for adidas.

Every 6 months, we conduct primary research with their super-savvy teen audience to inform strategy and future-forward creative. Keeping pace with a population that's fearlessly embracing new approaches to social is a challenge all its own-but we learn the coolest things.

First came Snapchat. Then came Sinstas.

2015 marked our first big dig, revealing new insights on how Gen Z was using social.

Back then, consumers were having a ball with the emerging language of gifs, emojis, keyboards, filters and lenses.

Then they took it underground.

Hacking Instagram.

Teens showed us how they fused the ephemerality of Snapchat (disappearing content) with Instagram, long before Stories debuted.

They created secret or fake instagram accounts (Sinstas and Finstas) and posted in bursts, deleted everything, then put up a fresh batch-all to express their current moods or opinions instead of curating an ever-expanding timeline of their lives.

We discovered this behavior before it was documented anywhere else. And used it to create award-winning work for adidas.

Social is for connecting with people.
All the people.

Next, we learned how kids used social channels to forge relationships with people they didn't know and brands they admired. They appreciated when brands tagged models and stylists in their posts so they could follow those people.

They studied the posses of musicians and athletes, finding and engaging with choreographers, trainers, nutritionists, hair and make-up artists.

This insight broadened the definition of influencers for adidas and laid a foundation for a cutting-edge content strategy.

Social is for advertising.

Six months later, things had changed.

Kids were overwhelmed by content. The massive spike in advertising on platforms shifted teens' attitudes, swinging from wonderment to resignation.

Part of it was brands publishing the same content across different handles (global, local and category-specific) and duplicating messages in sponsored and organic posts.

No more one size fits all. adidas focused their content strategy to deliver unique, purposeful stories to distinct audiences.

Social is for discovery.

And in the next wave of research, we saw that consumers were dealing with timesuck by taking back the reins of their feeds.

Exhausted by content volume and empowered by new platform features, they unfollowed brands and went straight to Explore to find something new-on their own terms.

This reset the measure of success and helped guide adidas to show up smartly in the places their consumer was going to first.

Social is for shopping.

In our last round of research, we leaned hard into decoding consumers' attitudes and patterns regarding shopping.

Surprise! We found purchasing was exploding on social among Gen Z consumers. It's a realm in which they don't "go" shopping-they're ALWAYS shopping.

We helped adidas better understand the seismic shift in their consumer's mentality around shopping in social.