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Marketing Campaign Evaluation of Nike Introduction We've decided to work with Nike since they are the industry standard for sports attire. Nike has a long history that has made the brand an icon of sports success, technological advancement, and personal drive. The "Swoosh" emblem has been a huge part of Nike's success in the sporting gear industry. This article examines Nike's 2022 "Game Changer" marketing initiative. The goal of the campaign was to shift attention from common misconceptions about women in sports to the many good qualities that make these athletes so formidable and successful (Li et al., 2021) . By spotlighting the power, drive, and achievement of female athletes, Nike hoped to encourage more women to embrace sports and challenge gender conventions. There are two purposes for this portfolio. The major goal is to determine whether Nike's "Game Changer" ad was successful in reaching its target demographic. The campaign's results in terms of brand recognition, customer participation, and sales might serve as a blueprint for future promotions. The portfolio is also intended to showcase potential marketing research methods for gauging the success of the campaign. The company might potentially learn more about the reaction of consumers and other stakeholders to their campaign by conducting surveys, conducting interviews, and analyzing social media. Apply the Extended Marketing Communications Mix to the Campaign Communication Goals of the Campaign The major goal was to dispel common misconceptions about women athletes by highlighting their grit, determination, and success. By developing this campaign, Nike hoped to promote a more equal and inclusive sports culture that values women's athletic accomplishments on a global scale (Um, 2021) . The larger objective was to present Nike as a company that actively supports and celebrates the achievements of athletes of various sexes, orientations, and socioeconomic backgrounds. Target Audience(s) of the Campaign Although the "Game Changer" campaign was aimed at individuals of both sexes, women were the primary emphasis. Nike saw a sizable opportunity in the rising audience of female athletes and supporters who want to see themselves reflected in their role models. People who aren't huge fans of sports but would be inspired by stories of successful women in similar roles were included in the campaign's focus. Elements of the Extended Marketing Communications Mix used in the Campaign Nike's "Game Changer" ads were able to reach their intended demographic. The advertising showcased inspirational strong women athletes. The campaign used striking visuals in print, outdoor, and internet advertisements to spread its message of women's empowerment and the numerous sports at which they excel.

Using strategic marketing, the campaign hoped to boost sales. A number of the world's best-known female athletes are featured in Nike's latest special-edition clothing line. Due to the interest in these limited edition products, the firm was able to continue its promotion of female athletes (Leduc, 2022) . We were able to get the word out about the campaign and improve the public's perception of the brand with the aid of public relations. Nike disseminated the uplifting stories of women who made history in athletics via press releases, interviews, and media events. To promote gender equality in sports, the company sponsored and collaborated with teams of women athletes. The need for companies to communicate with their customers on a more personal level gave rise to direct marketing. Nike went out to its existing customer base through email and text message to disseminate campaign details and invite them to upcoming events and activations. Although direct sales were not the campaign's main objective, Nike's store workers did use it to engage with customers and spread the word. The campaign was mostly successful because of online and social media strategies. Nike successfully communicated with their target demographic by using social media and interesting video material. As part of the campaign, the hashtags #GameChanger and #JustDoIt were used to encourage users to submit their own stories of women's empowerment via sports. Nike hoped to increase the campaign's visibility by partnering with groups and events that promoted gender parity via their support of women's sports activities and competitions. Nike's dedication to the campaign was on full display at these events, helping the initiative to attract a wider audience. How these elements are used to communicate messages to customers and stakeholders The "Game Changer" campaign was successful due to Nike's usage of several marketing communications channels to spread the word. The ads tried to instill a feeling of agency and encourage constructive action by using moving narratives and striking visuals. The company's support for women in sports was highlighted with special offerings and promotions (Jain & Meyers, 2023) . Nike's PR team has done a great job of making the corporation a champion for women's sports and equal rights. Because of the personalized nature of direct marketing, existing clients felt that they were more important to the success of the campaign. User-generated content and online conversations were leveraged through social media marketing strategies to rapidly and widely disseminate the campaign's message. Nike has done more than just pay for ads when it comes to the fight for women's rights in sports by sponsoring and organizing tournaments for female athletes. Nike's "Game Changer" ad campaign was fruitful because the company made strategic use of all marketing media. Propose Research Techniques to Evaluate the Campaign's Effectiveness

Overview of the Campaign's Objectives Nike's "Game Changer" campaign from 2022 aimed to alter the way women's athletic achievements were discussed. The key goals were to encourage a more welcoming atmosphere in sports, debunk damaging gender stereotypes, and highlight the successes of women in athletics (Mogoba, 2022) . The campaign's stated goal was to portray Nike as a company that promotes gender equality and empowers women by showcasing the many ways in which women have contributed to sports. Importance of Evaluating Campaign Effectiveness The numbers from the "Game Changer" campaign are intriguing for a number of good reasons. Before anything else, it informs Nike whether and how well the ad spoke with its intended demographic. If the campaign is successful, the firm will have a better idea of how to tailor future marketing efforts to attract its target audience. Second, research on an initiative's efficacy is possible via assessment. The cost- effectiveness of the campaign and strategic judgments about resource allocation for future marketing campaigns may be ascertained by analyzing the correlation between campaign investment and results. Finally, after a thorough evaluation of the campaign's performance, Nike will have a better understanding of its successes and failures. The company's marketing prowess is bolstered by this approach, and a culture of constant improvement is fostered. Marketing Research Techniques for Evaluation Questionnaires and surveys are common tools used by researchers to gather quantitative and qualitative information from a representative sample of the population of interest. Nike may conduct structured surveys to assess the campaign's reach, messaging efficacy, customer opinion toward the brand, and propensity to buy. Free-form questions on the campaign and the customers' experiences might be used to get feedback. Due to the inexpensive cost of disseminating surveys and questionnaires, huge samples may be employed to provide reliable findings (Yan et al., 2022) . Researchers may benefit from conducting in-depth interviews with campaign participants to learn more about the initiative's results. Nike is considering doing in-depth interviews with a small number of people, maybe involving campaign players and other notable characters in the sports business. Participants' emotional ties to the ad might be explored through interviews to provide information on its impact on beliefs and actions. Tools for monitoring social media help keep tabs on all the buzz around the "Game Changer" campaign. One way to determine if the campaign's reception has been favorable, negative, or neutral is via sentiment analysis. The solution provides Nike with real-time data on how their ad is doing on social media. Website and social media analytics are tools that Nike may use to evaluate user engagement, such as the number of visits, average time spent on campaign-related sites, number of clicks, and number of shares and likes. These metrics are useful for gauging the campaign's online reach and effect since they provide insights into user behavior.

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Relevance of Each Technique to the Campaign and Client All of the aforementioned methods of inquiry are ideal for Nike's "Game Changer" campaign. Questionnaires and surveys may be used to gauge a campaign's performance in reaching a large and varied audience. In-depth conversations with influential people like sportsmen and business moguls may provide light on their personal networks and experiences. The campaign's focus on social media raises the stakes of social media listening and sentiment research. By using these methods, Nike can track customer feedback in real time and adjust their strategies appropriately. Important information about the campaign's online impact is gleaned via website and social media analytics, allowing Nike to assess the success of its digital marketing and make adjustments where necessary. Nike might get a more holistic knowledge of the campaign's success, the response from the target demographic, and the return on investment (ROI) by combining the aforementioned research methods. Nike will utilize this data to guide its future marketing strategies, maintaining its commitment to advancing gender parity in sports via engaging and effective campaigns. Explain Questionnaire Design Process and Devise a Short Questionnaire Importance of Questionnaire Design for Effective Data Collection The amount of useful information gleaned from a survey's respondents depends on how effectively the questionnaire is constructed. The quality of the data collected is directly proportional to the quality of the questionnaire used to collect it. If you want honest and meaningful answers, it's important to ask questions that people can really answer. Better data quality, lower error rates, and shorter survey timeframes are all the result of well-designed questions. Better company decisions may be made thanks to the study data collected thanks to a well-structured questionnaire. Topics to Address in the Questionnaire The success of the "Game Changer" campaign will be determined by the results of a satisfaction survey administered to the intended audience. You may determine whether the campaign was successful in its target audience by asking questions about customer satisfaction, probability of referral, and perceived value. One technique to evaluate the success of the campaign is to ask respondents how they felt about Nike both before and after viewing the ad. The answers to these types of inquiries may be used to gauge customers' evolving perspectives on a brand, their emotional investment in its messaging, and their degree of passion for them. Questions on the "Game Changer" campaign's name recall, message recognition, and element recall should be given to respondents. Only by understanding how the campaign affected consumers' propensity to make a purchase can its financial success be determined. One possible Nike survey inquiry is whether or not respondents intend to buy Nike items as a result of seeing the ad.

Questions concerning the campaign's efficacy in empowering female athletes and assisting them in overcoming gender stereotypes may be used to evaluate the ad's message. Theoretical Understanding Underpinning the Questionnaire Design Only if a questionnaire is based on solid conceptual frameworks can its efficacy be guaranteed. Questions of purchasing intent and brand perception might benefit from the theoretical grounding provided by models like the Theory of Planned Behavior, which investigates the connection between attitudes, subjective standards, and behavioral intents. The AIDA (Attention, Interest, Desire, Action) paradigm provides a useful framework for asking questions about a marketing campaign's capacity to attract the attention of its target audience, stimulate their interest, arouse a positive emotional response, and motivate them to do the desired action. Devise a Short Questionnaire with 10 Example Questions (including demographics Demographics: a. Gender: Male / Female / Other b. Age: [Open-ended] c. Occupation: [Open-ended] Customer Satisfaction: a. On a scale of 1 to 5, how satisfied were you with Nike's "Game Changer" campaign? b. What aspects of the campaign did you find most appealing or impactful? (Open-ended) Brand Perception: a. Did the "Game Changer" campaign influence your perception of Nike as a brand? Yes / No b. How would you describe Nike's brand image after seeing the campaign? (Open-ended) Campaign Awareness: a. Were you aware of Nike's "Game Changer" campaign before participating in this survey? Yes / No b. How did you first hear about the campaign? (Social media, TV, website, etc.) Purchase Intent: a. Has the "Game Changer" campaign influenced your likelihood to purchase Nike products? Yes / No / Not Sure b. If yes, which specific products are you more likely to consider purchasing? (Open-ended)

Message Effectiveness: a. How well do you think the campaign conveyed its message of empowering female athletes? (Scale: 1 to 5) b. Do you feel that the campaign challenged gender stereotypes in sports effectively? Yes / No / Somewhat Overall Impact: a. Has the "Game Changer" campaign positively influenced your perception of women's role in sports? Yes / No / Undecided b. In what ways, if any, do you think the campaign could have been more impactful? (Open-ended) Campaign Recall: a. Can you remember any specific athletes featured in the "Game Changer" campaign? If yes, please name them. (Open-ended) b. What were some of the key messages conveyed in the campaign? (Open-ended) Likelihood to Share: a. How likely are you to share content related to the "Game Changer" campaign with your friends or on social media? (Scale: 1 to 5) b. What type of content do you think would be most shareable and engaging? (Open-ended) Questionnaire Design using 'Privacy by Design' Approach Explanation of 'Privacy by Design' Approach The 'Privacy by Design' methodology places heavy emphasis on safeguarding the confidentiality of survey participants at every stage of the design process. it's why it's crucial to think about respondents' privacy from the very beginning of the survey design process and to keep it in mind throughout data collection, storage, and analysis. This method shows that researchers value the participants' time and privacy and is essential for getting honest answers. Microsoft Forms as the Platform for the Survey When it comes to developing online surveys and quizzes, Microsoft Forms is a dependable and user- friendly tool. It's a great option for conducting the survey since some of its features are consistent with the 'Privacy by Design' concept. The survey development process may be sped up and respondent privacy protected by using Microsoft Forms, which allows for the modification of survey layouts, question types, and data export formats. Designing the Survey on Microsoft Forms

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Microsoft Forms will be used to manage the survey, and no identifying information will be requested from participants. There will be no logging of IP addresses or any other personally identifiable information, and all responses will be treated as private. In order to protect the privacy of respondents, Microsoft Forms encrypts their information at rest and in transit. The system will be set up such that only authorized users have access to the data during and after the survey time. Before participants begin the survey, they will get a short consent statement explaining the study's goals, data use, and participant rights. Before the survey begins, participants will have the opportunity to express their informed permission. Participation in the survey is completely optional, and respondents may opt out at any time. Pretesting the Survey for Usability and Clarity The poll will be rigorously tested before its public release to ensure its legibility, usefulness, and simplicity. To ensure reliability, only a sample of the population at large will be polled for the pretest. We will ask for your thoughts on the survey to help us iron out any design flaws, such as unclear questions or glitches. The pilot test will inform iterative changes to the survey's user flow, with the goal of improving the responder experience. Finalizing the Survey for Implementation After conducting a pilot study, the collected data will be analyzed to determine whether or not any adjustments need to be made to the final survey. To better gather and analyze data, the pilot study's results will be included into the survey's final form. Finally, we will double-check the final poll to ensure that the privacy of each respondent was protected, reiterating our commitment to the 'Privacy by Design' principles. After the survey is complete, it will be disseminated to participants using the most effective means, such as email or social media invites and links. Data privacy and security will be monitored on a regular basis during the survey's run to ensure they remain effective. After Nike's "Game Changer" campaign's data gathering period ends, the collected information will be examined, and the insights gathered will be utilized to shape the company's future marketing strategies. By protecting the privacy and rights of respondents without hindering the survey's capacity to gather useful information, the 'Privacy by Design' method employed in Microsoft Forms illustrates Nike's commitment to responsible and ethical data collecting. Conclusion A thorough and moral analysis of Nike's "Game Changer" ad campaign has yielded important insights on the campaign's efficacy and influence. The success of Nike in reaching its core audience may be attributed in large part to the company's expanded utilization of the marketing communications mix. The campaign's reach and resonance with customers and stakeholders was investigated using surveys, in- depth interviews, social media research, and website analytics. Due to the survey's focus on privacy by design, respondent anonymity and data security were treated as top priorities right from the start. Nike's

use of Microsoft Forms as the survey platform shows the company's dedication to safe and simple data collecting. Ethical concerns drove the team behind the poll to place a premium on protecting respondents' privacy at every stage. The results of this research will inform future marketing strategies at Nike, helping the company further its mission of empowering women through sports. Nike will be able to create more innovative and effective marketing campaigns that reflect the evolving character of the brand with the help of this study and the proposed research methodologies. References Jain, A., & Meyers, S. (2023). Young Consumer Conformity and Identity Amplified by Social Media: Marketing Applications. Journal of Student Research , 11 (3). https://doi.org/10.47611/jsrhs.v11i3.3491 Leduc, J. (2022, April 20). Kneeling for Justice: A Study on How the 30th Anniversary of the Nike “Just Do It” Campaign Starring Colin Kaepernick Was Portrayed by the Media . Ruor.uottawa.ca. https://ruor.uottawa.ca/handle/10393/43496 Li, J.-Y., Kim, J. K., & Alharbi, K. (2021). Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign. International Journal of Advertising , 41 (2), 1–25. https://doi.org/10.1080/02650487.2020.1857111 Mogoba, N. (2022). A movement marketing exploration of Nike’s brand culture in creating memorable representations of motherhood within the sports athleisure industry. Iiespace.iie.ac.za. https://iiespace.iie.ac.za/handle/11622/657 Um, N.-H. (2021). Korean Consumers’ Responses to Nike’s “Women’s Just Do It” Femvertising Campaign. Journal of Promotion Management , 28 (5), 1–19. https://doi.org/10.1080/10496491.2021.2009612

Yan, C., Brown, C., & Greenleaf, A. (2022). Just Do It: Analysis of Nike’s Marketing Strategies and Growth Recommendations. Journal of Student Research , 11 (4). https://doi.org/10.47611/jsrhs.v11i4.3520

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