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Nike "Believe In Something"
6
Believe in Something Campaign
Fahad alkhaldi 19749
17791 Abdulrahman alazmi
OUTLINE
1. Overview
2. Background
3. Communication Objective
4. Creative Strategy
5. Media Strategy
6. Sucess?
Outline
OVERVIEW
- Founded 1964 as Blue Ribbon Sports
- Became Nike in 1971
- American Multination
- HQ - Oregon
- Athethic apparel and footwear industry
- Swoosh sign
- Just do it
Overview
BACKGROUND
Background
- marks the 30th anniversay of the just do it slogan
- Wanted to increase brand's commitement to athletes
- wanted to align the brand with social justice
- Kaepernick cotroversial figure because he knealed during the national anthem in NFL game
Communication Objectives
Com. objctives
1. To celebrate the 30th anniversary of Nike's "Just Do It" slogan and highlight the company's commitment to supporting athletes who stand up for their beliefs.
2. To generate media attention and public engagement with the campaign.
3. To align the brand with social and political issues of importance to its target audience.
Creative Strategy
Creative Idea
- Support athletes who stand up for thier beliefs
- Tagline: 'Believe in something. Even if it means sacrificing everything.
- Emotional, thought proviking campaign, to inspire action
- Features Colin Kaepernick - activist for race and police brutality
- Kaepernick voice over - motivational speech // sad music
- Print ads - black and white close up
- Expreses seriousness and sadness
Media Strategy
Media Strategy
Television
TV
https://www.youtube.com/watch?v=lomlpJREDzw
Billboard
Billboard
https://www.facebook.com/kaepernick7/posts/believe-in-something-even-if-it-means-sacrificing-everything-justdoit/1855085127879054/
https://twitter.com/kaepernick7/status/1036695513251434498
https://www.instagram.com/p/BnRoVQTlFK9/?hl=en
POS
POS
Success?
Success?
- YES!
- ‘$163 million in earned media, a $6 billion brand value increase, and a 31% boost in sales’.
- Share price increase
- Increase in Instagram followers and liked in Twitter and Facebook
Decision to move away from traditional mass media
Decision is good - focus on digital marketing is good
- Digital media allows for public engagement
- Since digitally advertised views and reach higher
- Global recognition and wide spread success