What is your favorite sports brand? Air Jordan? Adidas? Nike? Under Armour? What kinds of factors will make you love a sports brand?
Nike is a huge sports equipment company in US, and their products are very popular and famous, also, their strategies of brand monitoring and advertising are excellent, which all have a well illustration of Nike brand cultures&spirits (more than "Just do it")! We have to say those ads and brand monitoring strategies own most credits of the huge success of Nike. Let's check on some recent examples!
Nike "NOTHING BEATS A LONDONER" campaign
Nothing beats a Londoner Social Mention
Nike released an advertising video called "NOTHING BEATS A LONDONER" in early February this year, which made a huge success in social media, until now, this video already had 7 million views on Youtube (4.6 million views in a week). Londoners, especially those young generation, all gave positive reflection to this commercial, even some people who are not Londoner left good comments on it too. Many people were discussing on social media, they were curious about why this campaign could be so powerful?
The interaction between celebrity and people on Ins
In this campaign, you could see many sports, and Nike used real kids from London, and some celebrities and athletes who are both creditable and inspirational to young Londoners. Nike put Londoner, people, to be the focus of this campaign, by using the local culture and background to make people have sympathetic response, which is a great approach to attract people, because they can see themselves in this ads, they are the focus, they love the London spirit of this ads. In addition, Nike also used great groundswell strategy. Before the video has been released, Nike let those celebrities and athletes released their own standalone parts on Instagram and other social media platforms to attract the interest of people. And they interacted with people, then people reposted to their friends, which created huge groundswell influence.
But some people argued that this campaign might alienate others, other people who were from other cities criticized on it, because they felt they were ignored. That is the negative side of this campaign.
The influence of this campaign raised rapidly after it came out
Nike BHM series
Nike has been introducing brand new BHM theme shoes since 2003, because of the Black History Month, the main theme of shoes are all about to memorize that struggling history of black people. The main theme this year is equality, Nike recently released a video and couple brand new design special edition basketball shoes.
The equality issue can attract public attention, it also can help Nike to build their brand ethics, which means they care about equality, they care about human rights, those behaviors can make people love your brand. And the designs of shoes are full of BHM culture factors, these shoes are well designed master pieces, which are attractive for their potential target, sneaker lovers. It is a great brand monitoring of Nike, they use a historic event as a chance to make related products, not only they can build their own culture through this campaign, but they also can let more people knowing them. They actually made it, when Black History month comes, people all will focus on what the new BHM Nike shoes look like this year. Nike just like to turn a historic event to their company event.
you can find a peak every year at BHM
Nike BHM Social Mention
Nike Want it All
In this campaign, Nike released an short film to illustrate their basketball brand culture and spirit, which was also powerful for those basketball lovers, or some basketball players who they just like the kid in that film, they desire to get in NBA. This campaign showed the positive energy of Nike, they encouraged people to pursue their dream, just like the word: "Just do it". This campaign attracted many people to post their pics to Nike with the hashtag "WantitAll" on facebook, and Nike also had some NBA players in this activity to attract more people. The interaction between Nike official account and people is a great communication by using groundswell.
The short film had 4 million views on facebook
But this campaign also caused some negative issues, like some people criticized this short film used a "black kid and basketball" stereotype, they believed this stereotype was overused, others even pointed out this stereotype could be a bias. In addition, some people said the kid in short film never did anything related with education, which might mislead young people.
Overall, Nike have made many success through their campaigns on social media, and we can find some groundswell thinking in their brand monitoring. Do you like Nike? Why or why not? How do you think about Nike's campaigns? Through these examples we can see some people did not like Nike campaigns, and they already gave their opinions, so how will Nike response to them, and how will Nike make some changes on their future campaigns are really interesting and important. From my perspective, Nike seem already have locked their target audience before they start the campaign plan, so other people who are not in the target range might not like the campaign. This target-locked approach is a good way to make sure the influence of campaign, but it is not good for the "others", Nike need to find out a way to make "others" get into their brand.
I really love your topic on Nike. It is a famous sports brand in globe. You try to find more interesting social media platforms that marketers use to advertise their products. Then you also mention more campaigns and interviews that I really love to pay more attention to. So great job, your project is one of my favorite topics.
Through the reading of chapter 9 to 12, Charlene Li and Josh Bernoff gave us many examples about how to benefit business by using groundswell. In those chapter, we could see some actions from many companies, how did they actually use groundswell in their marketing strategies, which provided a clear vision for us to gain deep understanding of how to use groundswell in order to benefit business. First of all, embracing the groundswell . The salesforce.com example showed us a way to embrace groundswell through an innovation community , which means to build a community for your customers, no matter is a forum, a real community or just a platform, it should be a place where you can have discussion and communication with your innovative customers. In this place, you can listen to your customers, you can talk, energize, engage with them, which can help you to figure out what they want, what they need, ideas are exchanged at here. In fact, Riot also have done this, the example I mentio...
Have you ever heard League of Legends ? League of Legends is an extreme popular MOBA video game, which is designed by Riot Games . League of Legends has over 60 million fans and players all over the world, and it is still getting better. People always are wondering why this game becomes so popular? Why so many people love Riot Games? And what is the key point of its success? After I read some points of Charlene Li and Josh Bernoff, I believe the great groundswell strategies of Riot Games could be a big reason. First, you brand is what your customers say it is (Groundswell, Charlene Li&Josh Bernoff). For a company, you need to know what your customers say about you, what they think about your brand, you need to listen to their opinions. Riot Games did it well, they started their brand monitoring very fast. At the very beginning of League of Legends, Riot sat an official forum for players to discuss about the game. If players met any problem, or they had any ideas about the game,...
In the part one I introduced how Nike promote their brand by using campaigns, it seems that Nike already got many success from these campaigns they made. In part two, I will use another sports brands Under Armour to compare with Nike, we can look at some data from these different companies in social mention. (March 19) Nike Under Armour In strength rates, although Under Armour's 81 percent is pretty good rate, Nike reaches 100 percent, it is obviously that people are willing to discuss about Nike more than Under Armour in social media. Then we look at the sentiment data, Under Armour is on the top now, 18 to 1, people are almost talking general positive about Under Armour, then we look back at Nike, 6 to 0, which is also good but not as good as Under Armour. And this situation happens again in passion rates. The last one, reach rates, we can find that Nike has 88 percent reach rates, which is more than Under Armour. ( 46%) In addition, we can look on some data from go...
I really love your topic on Nike. It is a famous sports brand in globe. You try to find more interesting social media platforms that marketers use to advertise their products. Then you also mention more campaigns and interviews that I really love to pay more attention to. So great job, your project is one of my favorite topics.
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