Nikes Find Your Greatness Campaign - Case Study Example

Nike’s ‘Find Your Greatness’ Campaign Name Institution Date Nike’s ‘Find Your Greatness’ Campaign Background of the campaign With many diverse techniques and strategies being utilized today, it is usually inspiring to see an organization pushing the anticipated limits so as to promote its brand. Marketing has significantly evolved due to rapid technological development. The internet offers a good platform for marketing communication and unexplored, new opportunities for ambush marketing. Nike launched the campaign on YouTube in order to capture the Olympics spirit of competition. The campaign featured usual athletes for locations known as London situated all over the globe to coincide the Olympics (Information Resources Management Association, 2014). The ad campaign is also an illustration of content marketing. All through the whole campaign, Nike was not at all promoting a particular product in the advertisements. The company was simply articulating that the most excellent way for a person to reach maximum potential is through the utilization of Nike’s brand in general. The campaign formed the link between Nike and greatness. Nike is capable of doing this since they have set up itself as a special brand that trades superior products. Nike has created a lifestyle around its products around these products, which was further promoted via the campaign (Coombs & Batchelor, 2014). The campaign was created against Nike’s greatest rival Adidas. Nike used amateur athletes in the campaign because people focus on the best. Through the use of amateur athletes, Nike was able to appeal to the target audience, who was any individual attempting to outshine in a particular sport. The notion of the campaign is to merely motivate and energize athletes and to commemorate their accomplishments. The athletes are allowed to participate and get pleasure from the delight of accomplishing in a sport at their personal level. Through this campaign, Nike is attempting to distinguish itself from Adiadas through featuring proletarian athletes other that professional athletes. The aim is to propose that the notion of greatness along with other accomplishments is not essentially reserved for the professionals but it is a thing that anyone is capable of (Coombs & Batchelor, 2014). An overview of the Agency Wieden and Kennedy was the agency that was hired by Nike to develop the campaign. According to Cream Global (2014), so as to motivate sportspersons, Nike signed up Wieden and Kennedy advertising agency to develop a short video that would highlight the accomplishment message and act as a complement to the Nike’s online hub. Using its expertise in advertising and marketing, the Wieden and Kennedy agency developed a petite film that was to be initially share out digital channels and across social media and then on the television internationally. The Film uses the word London other than the term Olympics by illustrating to daily sportspersons training in numerous locations. The film video was launched on digital channels and social media, featured on YouTube homepage and was also a television advertisement. The video complements the digital ecosystem of Nike which has over eight million associates worldwide and functions as a center for inspiration for sportspersons all over the world to track and measure their progress (Shank & Lyberger, 2014). Nike has usually been a major player in advertising, and via advertisement it has set up its brand as a top seller of sports equipments and sportswear in the globe today. This is usually apparent in the Find Your Greatness campaign. Developed by Wieden and Kennedy Portland, the agency aimed at inspiring amateur sportspersons to achieve complete potential and discover or get their greatness. The campaign was launched through the release of “Find Your Greatness” video on digital channels and social media. Objectives of the campaign The major objective of the campaign is to encourage individuals all over the world to outshine in their personal way. The Nike’s campaign comprises of a petite video, “Find Your Greatness” that is launched on digital channels and social media and is supported through online Nike plus hub where individuals are able to sign up to their missions as well as share their outcomes. The campaign is aimed at inspiring athletes across the globe to make merry of their individual greatness and take part in sports so as to have a sense of accomplishment. The Nike plus Running, Nike plus Basketball, Nike plus Fuelband and Nike plus Training are tools that Nike offers to athletes to enable them measure their own performance. They also enhance the athletes to set and triumph over targets and achievements (Jackson & Deckers, 2013). Nike does an incredible task with its marketing strategy of its “Find your greatness” advertisement campaign. They transform it from the normal personality marketing and gear it towards regular individuals who want to better their lives, not merely active superstar sports persons. As other focus upon celebrities and athletes, Nike wants to inspire athletes to drive themselves to their individual limitations, thus attaining their individual moment of greatness (Ivy, 2014) The campaign focuses upon identifying with your each day athlete. Majority of Nike’s clients do not compete in Olympics and they are joggers, swimmers and cyclists. In this campaign, Nike makes an inspirational and amazing video on average sportsperson pushing the perimeters and getting their personal greatness. According to Shank and Lyberger (2014), they are then utilizing social media in sharing the video as well as engaging their clients. The marketing team in Nike uses motivating messages as the hub of the campaign, one that clients can identify with. The company has ultimately attained as much publicity as Adidas has worldwide (Kristina, 2014). Creative concept/idea, execution and tactics employed When majority of companies’ brands dedicate a huge amount of budget on print advertisements and television advertisement, “Nike’s Find Your Greatness” advertisement campaign heavily depended upon the internet and social media, which are normally peripheral portion of majority advertisement campaigns. Nike discharged advertisement films to customers through its YouTube channel where the films got million views and became pervasive. The films were themselves very short and they took less than a minute, which was suitable for fast clicking web utilisers and fast changing web communities. In addition, Nike developed a hashtag on the twitter to arouse conversation around the way athletes across the globe find their personal greatness. The hashtag also permits digital edition of word of mouth marketing amid individuals utilizing twitter. The use of social media, especially twitter, permitted the advertisement campaign to be successful because more worldwide audiences were attentive to the commercial campaign and they were also permitted to take part spreading the messages through twitter. Operating and running the ad campaign via social media made youthful audiences to be more attentive to the ad campaign Leiss (22013) notes that Olympics, although a global event, isn’t the most famous topic for present generation. Nevertheless, the young generation has usually been a vital and attractive market for majority of the consumer products, majorly as a result of huge quantity of disposable revenue that may be spent. The young generation is also important in maintain consumer loyalty and have a high likelihood of being influenced by other people. Thus, social media marketing was the most efficient and apt scheme to approach young customers who spend majority of their time on the internet. In addition, the ad campaign videos featuring amateur sportspersons from different backgrounds were also suitable for the young audiences because they favour image based commercials. Evaluation and monitoring Nike “Find Your Greatness campaign” is highly successful. The campaign has helped the company to rebrand itself into a greater worldwide sports line and to create a universal community that is geared towards developing goals, pushing individual limits and attaining personal greatness. Consumers are excited about the campaign because they are engaged and it is a successful advertisement campaign hopes to motivate individuals via digital missions utilizing Nike plus. Individuals who participate in the athletics missions will be capable of sharing their accomplishments on social media which will then appear on Nike plus Fuelstream, which is an online stream of comments and images. The Twitter feeds of Nike will also be used in stimulating conversation and inspiring more athletes to become involved (Cream Global, 2014). Nike utilizes a wide range of tactics in implementing their strategy. Social media is the greatest tool they utilize to promote the “Find Your Greatness” campaign. Ivy (2014) points out that the homepage of YouTube promotes the film that is streamed via digital channels and social media, as well as twitter to arouse conversations amongst the globe on the way each individual get their greatness. The film is later aired on Television. Apart from utilizing social media, Nike has sports lines that offer support to athletes in whatsoever sport they are engaging in. Nike plus basketball, Nike plus fuelband, Nike plus running and Nike plus training are tools that assist sportspersons to gauge performance and push themselves towards their goals (Ivy, 2014). Jackson and Deckers, (2013) note that all the stories were expanded on the Youtube, with the story about Sorrel Nathan becoming viral and receiving over one million views. Whilst there was criticism on Nike allegedly exploiting the obese boy to market their shoes, in general, the response was positive. Nike collaborated with athletes and celebrities who used twitter to share stories of getting greatness. Outcomes of the Campaign Find Your Greatness advertisement was very successful. The ads were unique in that they sustained great production values with seldom having novel and creative subjects. Additionally, the distribution and marketing scheme of the campaign was creative because of the effectiveness of the social media. The major theme of Nike’s several messages is that all individual, though not champions or star players can accomplish greatness but only when they buy Nike sports products. Thus, the whole campaign is an exemplar of remedial ethos, to stimulate customer demand through linking products with the imaginary status of welfare. Additionally the campaign is creatively developed, sustains numerous negative cultural connotations and out of date stereotypes within the society. The campaign targets youthful audiences who are easily susceptible to influence. The campaign declares that all people can be able to accomplish greatness and success although they might consider themselves as not special or significant than professional sportspersons. (Leiss, et al, 2013) References Leiss, Botterill, J., & Kline, S., (2013). Social Communication in Advertising: Consumption in the Mediated Marketplace. New York: Routledge Jackson, T., & Deckers, E., (2013).The owned media doctrine: Marketing operations theory , strategy, and execution for the 21st century real-Time brand. Archway Publishing. Coombs, D., & Batchelor, B., (2014). We are what we sell: How advertising shapes American life and always has. New York: ABC-CLIO. Shank, M., & Lyberger, M., (2014). Sports marketing: A perspective. London: Routledge. Information Resources Management Association., (2014).Marketing and consumer behavior: Concepts , Methodologies and applications . New York: IGI Global Ivy, A., (2014) Case Study: Find Your Greatness. Retrieved on May 9, 2015 from http://seattlecentralnewmedia.com/ivy/2014/10/01/case-study-find-your-greatness/ Kristina, K., (2014). Nike’s ‘Find Your Greatness’ Marrketing Campaign. Retrieved on May 9, 2015 from Cream Global. (2014).Nike: Find Your Greatness. Retrieved on May 9, 2015 from Read More