Air Jordan - Online Marketing Strategy
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Air Jordan - Online Marketing Strategy

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Nike Air Jordan

Nike Air Jordan
Digital Marketing Strategy
MSU New Media Drivers License
Summer 2011
Brittany N. Davis

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Air Jordan - Online Marketing Strategy Presentation Transcript

  • 1. Online Marketing Strategy A I R J O R D A N New Media Drivers License Summer 2011 Brittany N. Davis
  • 2. Client Profile Originally released in 1985 Jordan Brand a subsidiary of Nike New design released annually Sneakers & Athletic Apparel Key Insight: Air Jordan I is the highest selling Air Jordan unit ever
  • 3. Campaign Goals Expand Air Jordan consumer culture Increase social media traffic Develop an official digital site for consumers to converse Generate a broader hype around annual releases Further knowledge of consumer demographics & trends
  • 4. Consumer Culture Coveted brand Highly anticipated shoe releases Collectors item = Strong brand loyalty Long-time buyers & retro enthusiasts Appeals across gender & cultural lines
  • 5. Growing Consumer Culture Collective consumer insight Stronger consumer relationship Creative outlet for official content
  • 6. Campaign Insights Official Air Jordan Facebook Twitter YouTube Community Forum Blog + SEO via strategic keywords
  • 7. Integrated Digital Strategy #AIRJORDAN Social Media presence should emphasize: Official content Exclusive brand information Creative outlet for fans to congregate A place for fans to feel connected to the brand
  • 8. Campaign Budget Budget should be minimal primary goal is to expand consumer relationship $60,000
  • 9. Campaign Timeline Continuous moderate ad presence Jan - Dec with increased momentum during high sales quarters Twitter, blog, & forum should be frequently monitored and updated
  • 10. Metrics of Success Results Increased SM “buzz” Greater site traffic Search results Forum activity Metrics Google Analytics Increased “fans” Higher search Google Insights