The Nike "Just Do It" advertising campaign from 1988 targeted all Americans ages 15-45 by representing sneakers as a fashion statement rather than just athletic gear. The campaign associated Nike products with success through professional athletes and slogans about sports and health, leading customers to feel their purchases could help them achieve greatness. Nike diversified its social media presence on platforms like Facebook, Twitter, YouTube, Pinterest and LinkedIn by creating separate pages for different target audiences and products.

1. Unit 20 – Advertising Media
LO1 know how exiting advertising campaigns embedadvertisementsacross a
range of mediaproducts
P1: Describean existing media advertising campaign
One of the campaign's objectives was to target all Americans—regardless of
age, gender or physicalfitness level—and Nike's fundamental objective was to
representsneakers as a fashion statement to consumers, which led to Nike
apparel becoming worn as more than justfitness gear. Nike ‘justdo it’ target
market is largely consumers ages 15-45. Nikehas focused its marketing efforts
on the digital space in recent years.
The campaign embodied Nike's image as an innovative American icon
associated with success through the combination of professionalathletes and
motivational slogans emphasizing sportsmanship and health. This led to
customers associating their purchases with the prospectof achieving
greatness.

2. The slogan was coined in 1988 atan advertising agency meeting. The founder
of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his
"JustDo It" Nike slogan to Gary Gilmore's last words: "Let's do it."
Nike has socialmedia profiles on all major platforms such as Facebook, Twitter,
YouTube, Pinterest, and LinkedIn. Thebrand diversified their online presence
by creating separatepages for its products catering to differenttarget
audiences.