The Nike "She Runs the Night" campaign from 2012 was aimed at rejuvenating and rebranding Nike's image for female runners. It created an online community for women runners to discuss and achieve running goals together. The campaign utilized real female runners as ambassadors and brand representatives on social media to promote the campaign and recruit more runners. It was highly successful, exceeding all key performance indicators by building a larger community than planned and increasing fourth quarter revenues for Nike. The integrated marketing strategy included advertising, media relations, promotional events, a mobile app, and extensive use of social media.

1. SHE RUNS THE NIGHT
CAMPAIGN – BY NIKE
Presented by:
Varuna Singh CMBA4/1454
Bitasta Bhadra PGCM4/1407
Universal Business School

2. “To bring inspiration and innovation to
every women athlete* in the world.”
*If you have a body, you are an
athlete.
January 25,
1964
Founded
Market
Capitalizatio
n : US$68B
Founders :
Phil Knight
Bill Bowerman
Brand
Endorsers :
LeBron James
Maria
Sharapova
Cristiano
Ronaldo

3. BRAND Association
Technology
High
Performance
InnovationLifestyle
Fitness
Aggressive –
Self Made

4. Campaign: She Runs the
Night
Launched in February
2012
Client:
Nike
Agency:
Razor
First brand to use
Magento on social
media.
Objective: Brand
Rejuvenation &
Rebranding

5. Challenge: Find a way
to connect with female
runners and get them
talking about Nike in
running
Insight: Running for young women
lacked something fundamental to the
female psyche; a forum to discuss, share,
achieve goals and overcome barriers
together
Solution: Create a community for young females bound by a
passion for running and use real female runners as the primary
channel to promote and grow the community
SITUATIONAL ANALYSIS
The
Experience

6. Integrated Marketing Communication
– STRATEGY & EXECUTION
ADVERTISING
MEDIA RELATIONS
PROMOTION AND EVENTS
MOBILE APPS
SOCIAL MEDIA

7. PRINT ADVERTISMENT
Five young women were
chosen as ambassadors, to
help recruit runners for the
race (13-kilometre night race
for female runners) . Their
stories were told in a content
piece, employed across
The ambassadors’ stories were
placed on posters with QR
codes that activated videos in
environments where runners
congregated and discussed
running or fitness, such as
Fitness First gyms and well-
known running routes.

8. In 2013 Nike teamed up with Razor Group to release their latest
communications campaign ‘ She runs the night.’
MEDIA RELATIONS

9. SOCIAL MEDIA
#NikeSheRunsAU
16,000 likes and
14,000 shares within
one month

10. Networked and
recruited within
clubs, societies,
sporting groups,
gyms, sport and
faculties on
campus
Put up posters
across the five
campuses
Sent eDMs to
39,834 students,
and
Used their own
social channels
PROMOTIONAL EVENTS

11. Helps the user
to stay on
track, no
matter where
She is.
User can also
track metrics
at every mile
with in-run
audio
feedback.
User’s phone
GPS and
accelerometer
accurately
tracks the
distance, pace
and time.
NIKE+ Coach
gives a training
program
Its also helps user to show
off their NIKE+ level color
and amp things up with a
PowerSong at the press of
a button.
Nike
Mobile App

12. Nike did
something great
on social media
that sets them a
part from other
running brands
They utilized
their fans to be
brand
ambassadors.
NIKE+app allows runners to track, share, and compare their
runs. When the app is in use a post is created on the users
social media sites that allows their followers to see they are
using the Nike+ application to track their run. When the run
is done it automatically publishes it on the users social
accounts as well. From the clothing, to the shoes, to the
running app, to social media Nike is literally involved in
every step of the Nike Running fan’s run.

13. A group completes a 1km rep-
Each ambassador held
weekly run clubs in
different locations around
Sydney

15.  All KPIs and expectations were exceeded:
o A community of 54,762 female runners was built (83%
more than KPI),
o 98% of the digital community,
o positively engaged with Nike (40% more than KPI),
and
o 90% of runners surveyed via Facebook intend to run
the race again 2013 (13% more than KPI).
 Fourth quarter revenues rose by 12 % to $6.5 billion, the
largest revenue quarter in NIKE, Inc.’s history.
 Campaign won the Best Integrated Media category at the
2012 Media Federation of Australia.
 Best Engagement Strategy at the 2012 Festival of Media
Awards Asia.
CAMPAIGN OUTCOME

17. PERSONALITY
Confident
Aggressive
Energetic
RELATIONSHIP
Success
Just Do It
PHYSIQUE
Quality
Comfortable
Trendy
Swoosh Sign
CULTURE
American
Individual
Sports &
Fitness
REFLECTION
Dynamic
Winners
Brand conscious
Fashionable
SELF IMAGE
Athlete
Fashionable
Fun & Cool
NIKE BRAND
PRISM

18. BRAND EXTENSION
Developed In
Partnership with
Apple
Nike branded iPods
designed for running
Launched the
Athlete - as - Brand Concept
Brand of performance
sportswear and footwear
inspired by Michael Jordan

19. Deodorants
To break Skateboard
Counterculture
Brands of ice and
field hockey
equipments
BRAND EXTENSION

20. BRAND ARCHITECTURE

21. • www.nike.com
• Kevin Lane Keller, Building Customer-based Brand Equity: A Blueprint
for Creating Strong Brands, Issue 107: Marketing Science Institute
2001
• http://www.statista.com/topics/1243/nike/
• https://www.marketingmag.com.au/hubs-c/she-runs-the-night-
strategy-execution-results-of-nikes-groundbreaking-campaign/
• http://www.ukessays.com/essays/marketing/brand-identity-prism-
kapferer-for-nike-running-shoes-marketing-essay.php

22. THANK
YOU