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