1) The campaign promotes Nike's Roshe Flyknit sneakers to athletic males and females ages 16-30 through a month-long "I'm One-Of-A-Kind" social media challenge. 2) Participants show what makes them unique using #NikeImOneOfAKindChallenge on social media for a chance to win $1,000 of Nike products. 3) A TV commercial will feature the top 5 submissions and ask viewers to vote for the winner online and on social media with #NikeImOneOfAKindVote.

1. Social Media Assignment
Product Category: Sneakers
Product: Nike’s Roshe Flyknit
Target Audience: Athletic males and females ages 16-30. This target audience is appropriate
because the product line has both shoes for men and for women, and the product is designed
to be comfortable enough for everyday use as well as giving consumers lightweight and flexible
athletic support. It “allows wearers the perfect fit for the perfect run”, according to the Nike
website.
Social MediaCampaign Including Social MediaChannels To Be Used: A month-long
campaign. Nike’s “I’m One-Of-A-Kind” Challenge #NikeImOneOfAKindChallenge
The product [Roshe Flyknit] description is as follows:
“‘The knit upper on Roshe Flyknits is truly one of a kind—no two shoes are exactly alike.’ –
Graeme McMilan, Roshe Flyknit designer.
Certain sneakers are rare, but only a select few can be called one-of-a-kind. The new Roshe
Flyknit fits the latter. No two stitches on any two shoes are alike, making each pair unique.
Further illustrating Nike’s mission to make athletes faster, stronger, and better with less impact,
it’s composed of Flyknit strands from a surplus of material. The result—transforming excess into
success—is unlike any Roshe you’ve seen.
The Roshe Flyknit design team saw unused material as an opportunity; not only to make an
exciting new design, but one with a purpose as strong as its woven makeup. Meant for everyday
wear, the design’s Flyknit upper conforms to your foot for lightweight support, while retaining
its simplistic design language.
First introduced in 2012, Flyknit technology broke new ground on the track, allowing wearers
the perfect fit for the perfect run. Now, the precisely engineered fabric and yarn variations live
atop the Roshe one-piece midsole/outsole. Signature innovation lives below as well, with an
updated natural motion tooling that features forefoot flex grooves for enhanced flexibility.
Additional comfort comes from within the design with an Ortholite sockliner.
Simplicity defined. Waste reimagined. The new Roshe Flyknit drops October 4 on
nike.com/sportswear and at select Nike Sportswear retailers worldwide.”
What Will Be Includedin the TV Commercial & OnThe Nike Website:

2. Since uniqueness and being a one-of-a-kind shoe are stressed with this product, the
campaign will consist of challenging consumers to show us [Nike] why they are unique and one-
of-a-kind. We [Nike] will challenge the consumer audience to tell and show us [Nike] what
makes them unique; whether it be a talent, an interesting fact about themselves, an interesting
experience they’ve had, an interesting physical attribute, an amazing skill—whatever they feel
makes them unique or stand out!
The consumer can participate by tweeting their unique/awesome fact and hash-tagging
it with #NikeImOneOfAKindChallenge as well as showing a picture or video of them performing
or showing their unique skill, fact, or attribute on Instagram, Facebook, and/or YouTube and
include the hash-tag #NikeImOneOfAKindChallenge .
At the end of the month-long campaign, all the tweets, statuses, pictures, and videos
will be reviewed and narrowed down to 5 of the most unique ones. The 5 most unique will then
be revealed via social media, the Nike website, and through a commercial on TV. The viewers
will then be asked to vote on whom they think should win by going on social media [Twitter,
Facebook, Instagram, YouTube] and cast their vote with the hash-tag #NikeImOneOfAKindVote.
The winner of the challenge will receive $1,000 worth of Nike products! We [Nike] truly
believe that everyone is unique and awesome in his or her own way—show us what America’s
got!
How The Campaign Will ReachThe Target Audience: Because the product reaches out
to younger, more athletic individuals, these individuals will most likely have some unique
physical talent, etc. And because being “unique” is important and stressed in today’s world and
among the younger generation, the target audience is likely to involve themselves in what
makes them unique and a one-of-a-kind individual.
How The Campaign Will BuildAwareness Of The Product Among The Target
Audience: The campaign will create a lot of buzz about Nike products in general and not only
the Roshe Flyknit. The tweets will trend, the pictures will spread, and the videos will go viral.
People on social media like to be entertained, and the unique things that people will put out
there will cause interest and entertainment in watching/looking/reading the unique posts.
People tend to share things that they believe are entertaining, humorous, interesting, or even
inspiring in one way or another. This is how the challenge will spread. The more people hear
about it and view it, the more people will decide to take on the challenge and participate. And
because it is a “challenge”, it will appeal to the more athletic target audience because athletes
tend to be more competitive.

3. How The Campaign Establishes Clear CommunicationGoals: Brand awareness,
brand favorability, product awareness, increased sales, virality, and buzz. Engagement: get
consumers to believe that Nike knows their uniqueness is important and get consumers to
believe that Nike is down-to-earth and cares about them as individuals with the “I’m one-of-a-
kind” challenge. To get consumers to feel that their voices matter to Nike by casting their vote
for who they think should win the challenge.
Why I Chose Each Social MediaChannel: I chose Twitter because it has proven to be
very effective in many previous social media campaigns, as well proving itself to be an effective
way to share and spread information. I chose Twitter for essentially the same reason, except
Instagram is better for sharing pictures and sometimes videos and allows you to hash-tag just
like Twitter. I chose Facebook because it is the most used social media website, and allows you
to share and spread statuses, pictures, and videos all while being able to hash-tag everything
too. I chose YouTube because it has been and is currently very successful in making videos go
viral and has been effective in exposing people, ideas, and even advertising campaigns. All
these social media sites are able to interconnect with each other, so you can spread something
from one source to another source with the click of the “share” button.
Other MediaChannels/Promotional VehiclesUsedtoAchieve Objectives: I plan
on running a commercial which will be only a minute or two minutes long which shows the 5
finalists of the challenge and a clip of their corresponding video, picture, or tweet and ask
viewers to view their whole video, picture, or tweet on the Nike website. The audience will be
informed about how to cast their vote after viewing the finalists on the Nike website. Getting
the audience to view the website in order to cast their votes will obviously increase visits to the
website in general, and thus make them more likely to explore the rest of the Nike website and
thus more likely to buy Nike products.
How My Campaign Is ExpectedTo Increase Sales: It will increase awareness of the
brand and the specific product, increase likability and relate-ability of the brand and the
product, increase visits to the Nike website and thus increase online sales of the product and
the brand.
How My Campaign Is ExpectedTo Create Ongoing Community Engagement
After The Initial Campaign: The challenge will be remembered for years to come because it
will have been so popular and have had so many participants and so much buzz about it.
Customers will fix Nike in their minds as being “down-to-earth” and as being a relatable brand
which cares about the individual, as well as a brand that believes everyone has something
amazing about his- or herself. The Return on Investment will be large because of the mass

4. awareness and mass interest and liking of the brand and product that will be generated. The
sales are expected to exceed the amount spent on the advertising campaign.