NIKE+New Media Marketing Strategy By: Andrea Mortensen
Just Do It• Worlds largest supplier of • Known for “Nike Swoosh” and athletic apparel and shoes. the tag line “Just Do It.”• is an American multinational • In 2012 Nike sold 24.12B corporation that is engaged dollars worth of Nike in the design, development products. and worldwide marketing and selling of footwear, • After introduction of Nike apparel, equipment, Fuel band profits increased by accessories and services. 18%.
Campaign Goals• Increase the number of Facebook fans.• Build a blog that better suits the community we are trying to target.• Increase overall Nike+ brand awareness.• Increase Twitter followers – Increase number of Nike+ product endorsers on Twitter.
More on Campaign Goals• Facebook – Create Fan Page – Promotions – Tips on how to stay active – Increase customer contests
Continued…• Twitter – Enhance SEO – Have athletes endorse the products on twitter. – Give tips and useful product information. – Increase customer interaction.
Blogging• Increase SEO• Use to give tips• Post workouts and inspirational content• Post useful information about the brand• Post ways to best use your Nike+ products
Target Market Key Performance Indicator • ROI• College Students • Sales Increase – Ages 18-25 • Greater Site Traffic • Facebook fans – Interested in healthy living • Twitter followers • Blog Fans
Big Idea• Have representative in college campus fitness buildings.• Have free giveaways and promotions.• Keep people active and show our product can help people reach fitness goals.• Have Nike+ everywhere on campus• Come up with fitness manuals that compliment Nike+ products
Budget • Utilize free mediums– Facebook, twitter, blogs, youtube • 10 million for campaign– Drive as much traffic as possible
Swoosh• Nike will continue to make high quality products.• Nike+ will help them break into the fitness and healthy lifestyle category.• They will be able to transform bodies and lifestyles through Nike+.