The document analyzes Nike's branding strategy, particularly focusing on the Colin Kaepernick campaign, which reinforced the company's value and alignment with social issues. Despite mixed reactions, the campaign resulted in a significant increase in online sales and social media engagement. Overall, it demonstrates Nike's successful use of 'true content' marketing and athlete endorsements to connect with a progressive audience.

1. PERSONAL BRANDINGASSIGNMENT 4 :-
APOORVAVIKRAM SINGH
MKM 915 MMT
STUDENT ID - 135711182
JUST DO IT.

2. Overview
Nike
Colin
Kaepernick
Campaign
Campaign
reaction
Point-of-view
on the
campaign
Nike’s
Instagram
Activity
Nike’s Twitter
Activity
Nike’s
Facebook
Activity

3. https://www.forbes.com/pictures/mlm45eflmk/1-nike-2/#6989a4976803
https://www.marketing91.com/marketing-strategy-nike/
Nike’s wide range of products
(footwear, apparel and sports
equipment) are known for their quality
and distinctive style.
Ranked 1st in Forbes’s list of “MostValuable
Brands in Sports”, Nike currently has a brand
value of $15.9 billion dollars.
Nike has used “true content” marketing
strategy to address customer needs and
provide real value - clearly distinguishing itself
from its competitors.
Long term associations with leading athletes
that have a similar personality as the brand –
is another strategy that has helped Nike gain
an advantage in the market.
Nike’s latest endorsement of Colin Kaepernick
is the perfect example of how the brand has
combined both the above strategies to create
and reinforce brand value.
About Nike

4. Colin Kaepernick Ad Campaign
 For their 30th Anniversary, Nike decided to collaborate
with leading NFL quarterback Colin Kaepernick.
 Kaepernick appeared in aTV spot and a print
ad, championing a riff on the Nike slogan: “Believe in
something. Even if it means sacrificing everything.
Just Do It.“
 Nike’s campaign, just like Kaepernick’s decision to
kneel during the national anthem to protest racial
injustice, received split opinions.
https://www.vox.com/2018/9/24/17895704/nike-colin-kaepernick-boycott-6-billion

5. Campaign Reaction
https://www.forbes.com/sites/jiawertz/2018/09/30/taking-risks-can-benefit-your-brand-nikes-kaepernick-campaign-is-a-perfect-example/#52b05b1545aa
https://www.cnbc.com/2018/09/14/nikes-kaepernick-ad-should-fuel-sales-as-retailer-knows-its-consumer.html
Conservatives
decided to boycott
the brand by burning
Nike shoes and
apparel.
Despite the protest,
online sales grew by
31% during the bank
holiday weekend after
the ad launched
Nike shares rebounded
from the initial fall,
when the campaign was
announced, and hit an
all-time high of $83.90
onThursday of this
week.
Nike added roughly
170,000 Instagram
followers around the
timing of the release of
the ad campaign.
The campaign, upon
release itself,
generated over 450,000
mentions in a single day
onTwitter alone.

6. My point-of-view about the campaign
I believe Nike’s association with Colin Kaepernick is in perfect alignment with
brand’s belief to distinctly position itself as something that is bigger than
sports.
It was easier for the consumers to believe the message as Colin Kaepernick,
while a renowned celebrity, is a person of color who can relate to the cause
being addressed.
I think it was very smart of Nike to create a campaign that shall be
something that their progressive, young audience will agree to.This is a
great way of developing strong, long lasting consumer bonds.
The campaign was a clear success, both in terms of revenue (gain of $6
billion) and recognition (received an Emmy nomination).
https://www.vox.com/2018/9/24/17895704/nike-colin-kaepernick-boycott-6-billion

7. Nike’s Social Media Activities
https://www.fourthsource.com/instagram/nike-uses-instagram-marketing-20141
Instagram
Today, Nike is the 2nd most followed
account, with 90.2 million followers.
Currently boasts of the 5th most-used
branded hashtag, #nike.
Nike posts a mix of content on their official
page. It ranges from using celebrity-endorsed
posts, to lifestyle-based performance shots, still
imagery, animated imagery, and videos to
“define moments”.
It’s also noted that people are talking about the
brand on Instagram, regardless of whether it has
an active presence there. About 55% of Nike’s
mentions come from the fans themselves.

8. Nike’s Social Media Activities
https://blog.unmetric.com/nike-social-media
Twitter
Nike currently has 7.9 million
followers on twitter.Twitter was
also the only platform where Nike
acknowledged the campaign by
retweeting Colin Kaepernick’s
post.
Nike also has a
separateTwitter
handle solely
dedicated for
customer service,
@TeamNike.The
average reply time
is 7 hours and the
response rate is
75.9%.
Nike’s top 10 influencer mentions include the likes
of Cristiano Ronaldo, Neymar Jr and Kevin Hart
who also are among the top 50 most followed
accounts inTwitter.

9. Nike’s Social Media Activities
https://econsultancy.com/how-nike-uses-facebook-instagram/
https://www.socialbakers.com/statistics/facebook/pages/detail/15087023444-nike
Facebook
Nike currently has over 33 million followers on its primary
Facebook page. Like most global brands, Nike has separate
Facebook pages for each of its product categories.This
includes golf, skateboarding, Nike+ RunClub, Nike Football
etc.
It is noteworthy
that Nike has been
focusing their
Facebook strategy
on videos even
prior to the
algorithm change
in 2016.The Nike
page gained over
70,000 followers in
August 2019 itself.

10. JUST DO IT.
Thank you!