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Irem Khan

on 18 October 2013

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Transcript of Nike

The Girl Effect
"The Nike Foundation works to unleash the unique potential of adolescent girls to end poverty for themselves and for the world." - Nike
Social Media Outreach
Ad Campaigns
Nike is a good example of Digital Media Marketing because of the innovative techniques they use to make their products versatile and easy to use.
Nike campaigns their brand by emphasizing the potential that everyone has. Giving people motivation and inspiration to feel good.

"Before there was Swoosh, Before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry" - Nike
Bill Bowerman, a nationally respected track and field coach at the University of Oregon
Phil Knight, a talented mid-distance runner from Portland who was on Bowerman's track team
January 1964: Bowerman and Knight come together and form Blue Ribbon Sports each pledging $500.00
With mutual trust and a handshake they place an order of 300 pairs of Tiger sneakers.
They debuted the Nike Line in 1972
In order to market the brand they found a young athlete, Steve Prefontaine to endorse the shoe.
In 1985 Nike endorsed NBA Rookie Michael Jordan with his now signature shoe collection Jordans.
Market,Design and Message
The message was to target different kinds of athletes in to challenging themselves to go the extra mile and do something they hadn't done before.
The audience was shown each of the athletes performing in their respective sport, they demonstrated what they had been doing, and what they had challenged themselves to do.
Goals and Intended Market
The goals of these ads were to target both athletes and average people of all ages and inspire them to do more, be more and push themselves past their limits.
Find Your Greatness

This ad specifically targets the average person
The designs and graphics used were not overly complicated, This ad had a very simple laid back feel to it, which made it easier for people to understand and relate to.
This ad is trying to motivate people to strive for greatness; it emphasizes the point that greatness can be achieved by anyone, not just someone who is a highly skilled athlete.
Possibilities: Challenge Yourself
Find Your Greatness
These Nike ad's are effective because they are portrayed to be motivational and inspiring.
This campaign specifically takes an international approach focusing on different locations all over the world that share the same name,London, it displays different people all over the world all with the same goal, achieving greatness.
The target markets for these ads are people of all ages from the "young child doing flips on her front lawn to the Female muslim team sharing a celebratory huddle on a field at London School"
Facebook: Nike uses Facebook as an alternative form of advertising; they have a separate page for each of the different product categories: golf, fuel band, snowboarding and 2 football pages, one for american football and the other for "soccer"
Each of these pages is updated daily with pictures and videos
Nike has individual feeds for its subsidiary brands, including: golf, basketball, fuelband, football and its general Nike feed.
Nike uses twitter as a platform to interact with the consumer rather than a tool to push marketing campaigns.
For example, the Nike Football feed gives out training advice, product information and encouragement to other users.
Nike has only established one Pinterest page based on the Pinterest demographic profile; which suggest that it is geared towards Women.
Pinterest is used as an extension of the Nike product catalog
All the pins link back to the official Nike Websites.
In addition to playing an active role on established social media networks Nike has developed its own social media platform.
This platform is an extension of the digital training products that Nike produces.
It allows the user to sync their digital products, such as the nike fuelband, to a computer or phone.
It presents the consumer with an easier way to set goals for themselves.
The Nike foundation invests in the futures of young girls all over the world.
Nike works to provide underprivileged and poverty stricken girls with the opportunity to change their lives.
Nike does so by helping to make girls visible by "changing their social and economic dynamics by providing them with specific, powerful and relevant resources"
Full transcript