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NIKE
Abdullah Al Sharbati 12674
Abdullah Al Hammad 14645
What is Media
Concept of traditional and digital media
Media is the collective communication outlets or tools used to store and deliver information or data
Print media
Traditional media
Society
News Paper
apps
Digital media
websites
Social media
Nike, Inc is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.
established in 1964 in Oregon.
Company overview
- Overview
Dream crazy
The campaign is a focus of various stories that represent athletes that are responsible for influencing many people who look up to them to preform better in different aspects of sports to accelerate the world forward
Participant Athletes
Athletes
A Crazy Dream
Michigander Alicia Woollcott
Isaiah Bird
Megan Blunk
who simultaneously played linebacker and was named homecoming queen during her high school senior season
Isaiah Bird, who was born without legs, and at 10 years old has become the one to beat on his wrestling team
29-year-old basketball phenom and wheelchair athlete Megan Blunk, who took gold in Rio in 2016
- inspiration to athletes.
- solving societal problems.
- overcome all obstacles
Campaign objectives
The
Market
By shifting from traditional to digital marketing, Nike found itself spending much less from its budget due to the fact that digital media requires less money to be spent to advertise
Market
Size
Nike Budget
2010 - 2012
$800 million spent on non traditional media
2.4 billion
$Dropped the spending on traditional media by 40%
Digital media
Saving the budget
Overall market budget
2010
2012
2012
Low cost
Large number of audience
Advantages of digital media
120 million US consumers use smartphones to shop
Reach specific audience
Creative strategy
Media used:
- Youtube
- Nike+ app
Media used
Earned social media:
Evaluation
Word of mouth
Positive conversations
word of mouth
sales increased online by 30%
Sales increased online by 31%
Stock prices increased
Stock
References
- https://www.marketingweek.com/2018/09/12/consumers-split-over-impact-of-nikes-colin-kaepernick-campaign/
- https://analyticdashboards.wordpress.com/2018/10/01/7-ways-and-7-pics-to-evaluate-nikes-kaepernick-marketing-campaign/
- https://www.rivaliq.com/blog/nike-branding-strategy/
- https://econsultancy.com/how-nike-uses-facebook-twitter-pinterest-and-google/
- https://blog.unmetric.com/nike-social-media
- https://siteber.com/nikes-shift-to-digital/
- http://www.brandba.se/blog/brand-community-success-on-social-media-nike