YEEZY Advertising Campaign

MPO547W14002083

Hannah Blake

CREATIVE BRIEF

Our objective is to create a new furore for Adidas. For many years Adidas has pushed boundries within every secor within sports wear and street wear. Every product is developed and created through specific research and thought to maintain the demographic. Our objective is to maintain that identity and loyalty through current trends which interest our target market.

The oThe overall goal is to maintain loyalty and leadership by keeping up to date with the most recent trends , events and activities. We want to allow people to relate Adidas as a brand with situations and times throughout their lives. We want to create memories for our consumers and for them to embed the brand through positive cultural experiences. We want Adidas as a brand to stand out and create leadership and a cult status group. We need an iconic figure who represents these needs and can fulfil them to the best of their ability. Wether its athletes, film stars or artists the need for a leadership cult is high. For Adidas to progrprogress further and to stand out from our competitors such as Nike we must achieve this.

This should be done through association with our demographic and the industry to which suits this. Within the industry of Artists, a high example of specific consumer targeting would be specifically Hip-Hop as that is the biggest trend currently to match our demographic needed. We want to unite a face with our brand and culturally bring people together to a powerful speaking cult in association with both the representative and Adidas.

Yeezy is an Originals brand which was created by Kanye West, collaborating together with Adidas. The Original Adidas Yeezy Season 1 launch was presented on 12th February 2015, to further another release of collections Yeezy Season 2 on 16th September 2015 and the most recent release on the 11th February 2016 Yeezy Season 3. Yeezy has released a selection of clothes and shoes throughout the throughout the campaign since it launched last year. Kanye West sold out Madison Square Garden in New York, to debut the most recent “Yeezy 3” addition for Adidas Originals as well as presenting his new album “The Life of Pablo”.

Kanye West launched all three of his Yeezy’s collection’s through fashion shows in New York City. The fashion shows are presented with a range of models with no expression wearing the Yeezy collection’s, in collaboration with his most current album of that time. Similarly to Yeezy Season 1, Kanye presents both Yeezy Season 2 and 3 in the same colcollaboration style creating a consistent look for the campaign. Yeezy seasons are released months prior to the sales dates of certain products, for example all the Yeezy shoes were released at different dates throughout the year to the clothing launches in a range of colour releases and design releases. Before Kanye West collaborated with Adidas Originals, the artist had originally coloriginally collaborated with Nike under the same brand name of “Yeezy”. This was released in 2009 however Kanye was not able to have royalties on his product sales, which drove him to sign to Nikes competitor Adidas. On the launch of Yeezy’s season 1 Kanye expresses his intentions and reasons for the first season of Yeezy’s with Adidas “I chose to partner with AAdidas because as you will experience today, Adidas is a brand that ables creators to create”(Adidas YEEZY BOOST By Kanye West). Nike allowed Kanye to create a shoe, where as Adidas let Kanye create a unified subsidiary brand.

Although the Yeezy campaign has a huge furore, the Yeezy products remain limited stock. The Yeezy clothing line ranges from £100 to £4000 remaining exclusive to people who can afford the products. Exclusivity exponentially grows the demand of the products and the brand, the focal point of the collection is the shoe range as they are a more affordable price and therefore in higher demand. As well as well as being on sale through Adidas’ own online store the shoes are also distributed and on sale through many other online marketplaces. In stores the cost of Yeezy’s are the same as other branded shoes ranging from £100- £150 (Adidas YEEZY BOOST By Kanye West). However the limited stock creates a higher demand for the target market.

The campaign’s overall aim to satisfy the needs of the consumers to acquire the Yeezy collection proved a success through the sales. The Yeezy Boost 350 shoe that was released on the 27th June sold out in just 12 minutes in the US and are being resold on online stores from $1999 all the way up to $20,000 $20,000 (Wilbur, 2015). Prior to this, the Yeezy 750 reached $20,000 second hand on eBay in March 2015 (Mooney, 2015). This itself represents the extent to which consumers are willing to go to in order to acquire any of the Yeezy’s shoe collection. The limited addition aspect of the collections creatcreates higher demand. West suggests “The individual pieces define a style that matches the relentless pace of contemporary lives”(Adidas Originals X Kanye West | YEEZY SEASON 1) informing people that the collection is individual to “contemporary lives” grouping the intended demographic iinto a united exclusive group.

The Yeezy campaign as a whole differentiates itself from competition through higher quality standards and innovation, “Boost is the industry leading technology, I had to use the best innovation” (Kanye West, 2015). The campaign colours are very neutral, similar to the models used in the launches. Kanye represents the Yeezy collections as being free and expressive throughout the campaigns “As an artist and in this world we can do whatever we want” (Kanye West 2015). It is seemingly obvious from the introduction to Yeezy season 1 that Kanye intends to create a cult status through the language used “its bigger than, you know who I am you know, in my presence living” he creates an atmospheric enenvironment for audiences to see beyond just the clothes and visualise his concept. He represents the Yeezy brand through his character and makes audiences think beyond Yeezy just being a brand.

Through Kanye West’s language throughout the campaigns he implies his desire it to seek a better option for his audiences, guiding and including the audiences to represent Yeezy together “We have been limited”. This targets the demographics aspirations and desires once again keeping the loyalty of a cult group in society with intentions to follfollow the Yeezy campaign “In this world we can do whatever we want” (Kanye West, 2015). Group desire is extremely powerful, It creates loyalty within the target market ‘’Overall the cost of acquiring a new customer is anywhere from five to ten times greater than the cost of retaining an existing customer’’ (Blakeman, 2011). Overall this creatcreates a successful brand and campaign as the loyal customer will spend more money long term as they grow loyalty to the brand “A loyal customer will; Spend more money over the long term, repurchase without the need for additional advertising, be willing to pay higher prices to attain a quality product or service that offers them a measurable vvalue” (Blakeman, 2011) this relates back to the furore which created the shoes to be resold online for as high as $20,000. The demographic targeted are willing to pay an extortionate price to be in possession of Yeezy’s as they desire to be inclusive to a cult status group.

Kanye West immediately defines the audience as an inclusive group in Yeezy Season 1, unifying the audience “We’re not always in the position we want to be at we’re constantly growing, we’re constantly making mistakes, we’re constantly trying to express ourselves” this creates a sense of belonging to those that invest int he brand as it exprexpresses unity and provokes audiences to think in a cult mentality with Kanye. It specifically thrives off expressive and current thoughts creating a group formation of thought between him and the targeted demographic before the launch has even begun. ‘’Direct contact with the target is the best way to build a lasting relationship. Giving the ttarget a voice in the brand’s growth helps build loyalty’’ (Blakeman, 2011). Kanye also addresses the audience directly making his speech sound personal to that particular viewer “I want to create something better for you” This creates an element of trust and security to audiences as it allows them to seek more information from Kanye himself and builds lobuilds loyalty between them.

“We’re not always in the position we want to be at we’re constantly growing, we’re

constantly making mistakes, we’re constantly trying to express ourselves”

Adidas in collaboration with Kanye have successfully hit consumer behaviour targets with the Yeezy campaign. Not only have they used Kanye Wests character as a platform, but they've presented celebrity endorsement throughout the entire campaign creating a unified brand. It is clear Adidas are able to represent this campaign through the most current trend within their their targeted demographic and in society today ”Once marketers understand their target market's behaviour, they can use that knowledge to help them develop a more effective strategy” (Study.com, 2016). Adidas as a whole are seen to use Kanye West as a brand himself, to boost their own brand through the subsidiary brand of Yeezy. Kanye not only represents just his views as a bbrand, but he originally and currently still is one of the biggest icons in music to this day. More specifically his genre being Hip Hop, which has grown extremely popular if not more than ever in the most recent years. “A company's marketing strategy is driven by their ability to fulfil consumer needs. By anticipating and reacting to needs faster and better than competitors, ththey provide a greater overall value for the consumer” (Study.com, 2016) It is clear Adidas have researched their targeted demographic for what they want, and have successfully used of the Hip Hop music industry to unite their brand through Kanye to the subsidiary brand Yeezy.

Kanye West represents himself as a leader, a man of power and furthermore a man of control. Throughout his career as an artist he as always presented himself to the world to stand out and represent more than just a rapper in the Hip Hop world and an artist, but a man of guidance and a leader in his role. As Kanye has developed a base of maof many followers throughout his career he established a huge furore during his launches of Yeezy’s. His fan base of followers progressed with him as a leader and created a cult following where his audience’s have became loyal to his character in anything he chooses to do “Members of a coherent group will have a shared identity with sharwith shared goals and their leader” (Jarrett and Ginsberg, 2008). The persona which Kanye brings from his character, reflects on the success of the Yeezy’s campaign “.. If effective will come to be seen as encapsulating that identity and as co-ordinating efforts to reach those goals” (Jarrett and Ginsberg, 2008). Kanye’s character theretherefore represents Yeezy and audiences have developed a need to become loyal and follow him. Kanye has created a desired group throughout the Yeezy campaign to which people want to be an exclusive member of and will pay excessive prices to be represented within that status of “value”.

Kanye not only creates a cult brand but represents experience and difference which triggers a need from audiences “We have been limited its bigger than you know who I am you know in my presence living” (Kanye West, 2015). He captivates his audience with such diction and certainty to the point that any idea or concept he conveys the audience have no choice to believe it. This works for the campaign as a whole as it ecampaign as a whole as it exclusively unifies a group of people to think spiritually similarly to his character. The representation of Yeezy’s is suggested to have a wider semiotic meaning behind the brand. For many people Yeezy’s is presented as a shoe no different to an ordinary branded shoe, but for the demographic targeted it represents a lot more than that “I'm here to crack the ppavement and make new grounds you know sonically and society culturally” (Kanye West, 2015) by speaking with such diction he conveys an extremely powerful language

The Adidas Originals Yeezy’s as a campaign have achieved a status group through Kanye West which people follow and invest into, presenting the hard work to the consumer as they seek to maintain a status to the group created. “..it is a dynamic process, so that the most effective leaders will not just represent the idethe identity of the group, they will also shape it” (Jarrett and Ginsberg, 2008). Kanye West and Adidas managed to create a synergy through the Yeezy campaign to which many different elements of media have worked together to encourage a consumer to connect to the brand in every dynamic possible.

“I'm here to crack the pavement and make new grounds you know

sonically and society culturally”

Semiotics work on many levels, the word “Yeezy” holds a huge amount of semiotic value which is relatable to Adidas and Kanye West and the product or “culture” it represents. Yeezy was created from Kanye’s nickname “Yeezus”, to which also one of his albums in 2013 was named. The name ‘Yeezus’ hWithout prior inhWithout prior information presented to the consumer it is meaningless. This shows how previous launches of the Yeezy’ season and uproar has helped Kanye develop a culture which follows him to have a representation stamped “Yeezy” throughout the entire campaign.

Jefkins suggests factors which are a focal point for a successful brand name and campaign. To be “Distinctive, easy to pronounce, memorable, internationally acceptable, assist corporate image” which Yeezy portrays extremely well. “Consumption is at the behest of brands which lead our actions”. The nickname Yeezus for Kanye West was created to be simibe similar to Jesus, implying him to be a religious leader. “I Am a God, Yeezus” (Kanye West, 2014). This supports the idea that Kanye West has created a powerful following and labels himself to be powerful by communicating to his audience as a leader similar to Jesus.

All of the Adidas Originals Yeezy campaign is advertised online over social media sites and the internet through famous faces. There is no television advertising for the campaign as there is a specific medium chosen (the internet) to target the specific demographic. This specific demographic being from the age of 16 up to 26, with more of a male target market however it doesn't neglect the female market. Many of the models which Kanye uses within all the campaign are of didifferent shapes, sizes, colours and genders. This represents a unified group of equality, expressing the ethical views and natural era throughout the campaign. Current viewing habits of the demographic present more people are on the internet than ever before (Global Social Media Statistics Summary, 2016) Behavioural Segmentation is a way of marketers classifying their audience and within the demographic targeted the behaviours to use social media is gris growing rapidly more than any other medium hence the heavy social media and online advertising of the campaign.

Celebrity endorsement causes a huge furore within society and trends, especially through the most current celebrities within the medias news. Kanye and Adidas had many appearances of major headline celebrities at the Yeezy releases over the years. Many multi millionaire artists such as Jay Z, 50 Cent, ASAP Rocky, Tyga, Busta Rhymes, Rihanna, 2 Chains, Jayden Smith and many more. He also had appearances from supermodels Gigi Hadid, Irina Shayk, Karlie Kloss and fashion designers such as Olivier Rousteing. These celebrities have extremely similar aged demographics individually and within celebrity culture which works well for Adidas and Kanye to promote the campaign.

Relating back to Adidas using Hip-Hop culture to push their brand, Kanye not only represented his own albums during the launches but appearances from artists such as Travis Scott. He was on stage with Kanye West during the Yeezy Season 3 launch. Travis Scott as an artist is current and iconic in the Hip-Hop industry today and furthermore supand furthermore support the idea of successfully using current behavioural targeting and using celebrity endorsement to promote Adidas Original Yeezy to fit the targeted demographic. “Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an adadvertisement, is useful, because when celebrities are dedicated in marcoms, they bring their own culturally related meaning, thereto, irrespective of the required promotional role” (McCracken, 2005). The Kardashian family also attended all the Yeezy season releases and appeared wearing the Yeezy range on various ooccasions. This also was a huge boost for the Yeezy seasons as they have millions of followers as a family and individually over many social media sites.

TheThe Yeezy campaign uses above the line advertising as it feeds off the dynamics of the internet and word of mouth. This is through celebrities and societies market as it does not present television advertising, though the main focus of media it is advertised and publicised through is online “It is the creative teams job to mould the creative brief into a unique and memorable idea. It is also their responsibility to make sure the idea can be used successfully across multiple multiple types of media vehicles without losing its identity’’ (Blakeman, 2011). Yeezy successfully represents the campaign this way and therefore works for their target market. Through many social media networks and applications such as Facebook, Twitter, Youtube, Instagram and Snapchat the Yeezy campaign has had a huge response from the world internationally due to the success of the media platforms used.

Twitter being a huge example as it promotes following directly as does Facebook and Instagram. Basing the idea of following on friends, family, celebrities and even brands. Through these sites audiences are able to see what celebriticelebrities post about Yeezy as a campaign wether its wearing the brand or talking about it “Creative execution is the last phase in a lengthy process that started months earlier with intensive research gathering, analysis, projprojecting, and planning” (Blakeman). Kanye West also gave consumers the opportunity to subscribe to the live releases through their own home and even in the latest Yeezy season 3 in cinemas. It allows consumers to bbecome a part of the campaign and create audiences to thrive to be a part of the unified cult created, representing Yeezy’s across all mediums targeted.

Overall Yeezy campaign has proved a huge success by selling out at Madison Square Gardens, selling out of every Yeezy shoe in less than an hour of the release and progressively still a highly active campaign in 2016. Behaviour segmentation has been successfully researched by Adidas to the specific demographic for Yeezy and is presented throughout the campaign letting Adidas as a marketer, to identify their audience successfully and consequently target them correctly. Social media and celebrity endorsement is incorporated into Yeezy successfully identifying and targeting their demographic and publicising Adidas OriginalsAdidas Originals Yeezy extremely well. The ethos behind Yeezy’s has progressed and connected all three Yeezy launches creating an extremely affective campaign. The use of Hip Hop as a representation for the campaign through Kanye brings a huge furore of desire and expectation from the targeted demographic which Kanye and Adidas clearly achieve throughout the entire Yeezy campaign.

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