How to create a product story that unfolds over time — and drives results

You wouldn’t expect someone to hire you before you told them about yourself and why you’d be right for the job. The same principle applies when marketing a new product. If you skip straight to your call to action without taking the time to build awareness or educate potential customers, you’re unlikely to succeed.
That’s why, until recently, Adidas had always used a “phased block planning” approach to product launches — one campaign split into multiple, time-separated phases, all targeted at the same audience. The phases typically focused on awareness, education, and driving action. Read more…