2. THE CAMPAIGN TO REACH ALL ATHLETES
WHAT YOU WILL SEE IN THIS PRESENTATION:
• Why it is important to include the not so
typical Nike+ users
• How Nike+ can target this new market
utilizing social media
• How to budget for this campaign
• How Nike+ can use performance
indicators to measure the success of the
campaign
3. THE BIG IDEA
Nike + Fuel Band can be used by
all athletes
Problem: How do you reach athletes,
that don’t connect like most athletes?
9. BUDGET BREAKDOWN
$25 million. This budget will include the
cost to run ads on YouTube, ads on
Facebook, promote tweets/trends,
Google adwords, and the cost of using
Relevvant.
10. END RESULT:
A new market reached by showing
that Nike+ cares about every type of
athlete and that creating a social
media awareness of these different
athletes has reflected this idea.
Editor's Notes
Nike is a brand associated with popular sports, such as running, football, basketball etc. Nike Plus can now target every athlete with Nike Plus’s newest product the Fuel band. This campaign is targeted towards a young, active audience, especially the not-so-typical Nike user such as dancers or martial arts. About the product:
Big Idea: Reaching this new market, and showing this market that Nike wants to include them, call them athletes and show that Nike created a way to help them train and perform better without them fitting into a genre like “runner” or “football.”
Big Idea: Reaching this new market, and showing this market that Nike wants to include them, call them athletes, and show that Nike created a way to help them train and perform better without them fitting into a genre like “runner” or “football.” The reason I’ve selected this target audience is because these athletes tend to have a weaker connection with the brand that tends to be more runner/ team sport oriented. The target audience of this digital strategy campaign will be the generation x of these not-so-typical Nike users, we will target the innovators and experiencers who enjoy trying new products like the Nike + Sports band. Another difference with this market, and also a small problem with this market is, they don’t have a gym, a court, a track, a race or large events that you can advertise at. Street runners, break dancers, martial artists don’t necessarily meet in convienent places that Nike+ can sponsor at. There are not as many clubs where athletes can meet other athletes in their sport. That is where digital marketing comes in.
By using digital marketing Nike+ will be able to reach the new market and perhaps even bring the new market closer. The next few slides will show how social media moguls will help Nike + inspire athletes to use Nike+ as a method to help them train. Sharing it through social media makes it “every athlete’s” campaign, people can upload how they use the Nike+ Fuelband to train and count movements. This will be an interesting campaign because football players and runners may not have the most “awing” videos, but the target market, like break dancers and par kour runners will have different, invoking videos and gifs displaying how they move with the Fuelband. Media sharing sites/apps like YouTube and Vine will be used to record videos and gifs of every athlete showing how they use the Fuelband. Facebook and Twitter will be used to share these videos, utilizing sharing with Nike+ tagged on facebook and hashtags promoted by Nike+ on twitter.
Nike’s Facebook page will be utilized to share popular videos posted by athletes, and will be used to initially launch the campaign. From Facebook and the Nike+ website, athletes will be encouraged to upload videos and share them on Vine and Twitter as well, using hashtags.
Tool: Twitter Tactic: Will be used to share videos/gifs by using hashtags promoted by Nike+ on twitter. The videos, gifs and photos will be tracked using the hashtag #imanathlete to represent how the campaign shows how everyone is an athlete, and that Nike+ is now every athlete’s brand with the Nike+ Fuelband.
The goal of the campaign is to include this new niche market and expand Nike’s potential customers, the success of the campaign will be determined by how well this campaign is shared through social media to prove that it can reach all over and hit this new market. The success of the campaign will be monitored using an engagement tracker such as Relevvant, which analyzes the results that come from the social media sites.
In 2012 Nike spent 800 million dollars on non tradition advertising (social media, internet paid search) and the bigger campaigns such as the Olympics and the World Cup hover around $100 million, assuming that this is a long term campaign, high lighting some of the smaller scale events for sports like martial arts or even cheerleading competitions we can put a budget around $25 million, for a long term campaign. This budget will include the cost to run ads on YouTube on the videos that the new athletes post, which will cost between $0.10-0.30 per view. Some Nike + videos get around 800k views which could average to almost $163k for just one video. Money will also be spent on advertising on Facebook, where Nike+ will promote the Fuelband. Other expenses included in the budget will be the cost of using Google AdWords, Tweet promotions/ Trend promotions, the cost of Relevvant as a monitoring tool etc.
