How Nike brands itself on social media and their advertising campaigns

1. NIKE DIGITAL
BRANDING
By- Divyansh Gupta

2. About the Company
Nike Inc. is an American MNC that is engaged in the design, development, manufacturing, and worldwide
marketing and sales of footwear, apparel, equipment, accessories, and services. Th It is the world's largest
supplier of athletic shoes and apparel and a major manufacturer of sports equipment.
The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight,
and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess
of victory.
Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+,Air Jordan, Nike Blazers,
Nike Dunk, Air Max, Foamposite, Nike CR7, and subsidiaries including Brand Jordan, Hurley International and
Converse.

3. NIKE ADVERTISING
Nike advertising is one of the most effective emotional branding examples in the marketing world today. Their
customer loyalty is off the charts, all thanks to the Nike brand strategy and masterful application of emotional
branding. Today, we look at Nike’s marketing strategy and how they use the centuries-old archetype of Heroism
to tell their story
Nike Advertising and Emotional Branding
Nike brand strategy is to build a powerful brand – so powerful that it inspires fervent customer loyalty from people
literally all over the world. This is because Nike advertising uses the emotional branding technique of archetypes
in its advertising – more specifically, the story of the Hero. It’s an age old tale, a tale of a hero pitted against a
great foe, and after a great struggle, emerging triumphant. In a way, you could say that Nike’s marketing strategy
is thousands of years old, and has been inspiring customer loyalty the entire time.

4. Building Customer Loyalty with Heroism
Nike advertising isn’t the only group that uses the Hero archetype to inspire customer loyalty. Many other
companies use this emotional branding technique to great effect. In most cases, the foe is external. The most
common story of the hero is that of a man of humble origins setting out to defeat a great evil – one far more
powerful than he – and, against all odds, emerging triumphant. This same pattern could apply to, say, a home
security system against a house fire, or an antacid against heartburn. As long as there is a clearly identified
enemy and a clearly identified hero, the emotional branding can begin.

5. A deep dive into the social media habits and
performance of Nike
Nike has 108 facebook accounts
104 Twitter handles
16 Instagram accounts
41 Youtube channels and 1 Linkedin account

6. Nike is a brand that has come to mean all things young, fit and cool. This brand enjoys
consistently high levels of engagement on social media. Many of their social media campaigns
have gone viral, the latest being 'Da da ding'. This is the case across Facebook, Twitter,
Instagram and LinkedIn. They maintain a variety of pages dedicated to their different products
as well as different geographical locations. Each of these profiles is managed by a carefully
thought out social media strategy. Here are some of the vital metrics of their social
performance.

7. Nike’s Fathers Day Campaign (Open the link below to view the ad)
https://www.youtube.com/watch?v=QOzZDdXetUA

8. Interpretation/Message
Nike showed a heart touching story of NBA star Kyrie Irving on the eve of father’s day.
The ad tells how Kyrie’s father sacrificed his dream to raise his kids due to the death of his wife early.
He did not become a professional basketball player himself but shared his skills with Kyrie so he can
live upto his father’s dream.
Now, Irving is one of the leading basketball players in the whole world and NBA and dedicates
whatever he has achieved today to his father and still self-competes himself with his father.
Hence, its portrayed that if you believe in your dream- JUST DO IT!

9. Nike’s Plus Size Model campaign (Open the link below to the view the ad)
https://www.youtube.com/watch?v=MImyGkPzxSE&t=2s

10. Interpretation/Message
The honeybeez shows a very strong message for a vital group of our society- ‘Plus-size women’.
Nike endorses them and helps these state university cheerleaders becoming an integral role model for
all the other women facing the same problems.
They state from what all adverse conditions these girls come and how they have ignored various
stereotypes in the society regarding color, body shaming etc.
But they have ignored all these difficulties

11. Responses of people on social media

12. Nike customer care
Nike focuses on two key components of their overall marketing strategy:
● Digital marketing (offense)
● Customer care (defense)
The two teams work together ‘round-the-clock to actively communicate what content is going out as well as how they can
better handle all incoming messages. It’s a well-oiled machine that ensures each customer is receiving a coherent
experience across channels.

13. One of the most important things that they focus on is that they want to be and sound human, even if they’re speaking on
behalf of Nike. It’s something that they’re always improving.
In order to truly relate and keep credibility with their customers, the Nike marketing and customer care team has to speak
their language. Of course, this is something that is always changing and evolving
And similar to sports, mastering these skills takes time, energy, and practice.
.

14. THANK YOU