MKT 265 Part 1 and 2

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Southern New Hampshire University MKT 265 Final Project Milestone One MKT 265: Final Project Milestone One The Brand’s Use of Digital Marketing: Nike Elizabeth Hauck Part I: Social Media Platforms Nike is the largest athletic shoe and apparel company in the world and is an esteemed brand among professional sports businesses and athletes. The symbolic logo and “Just Do It” slogan has become well known in pop culture and is one of the most well-known brands worldwide. Nike impressively dominates the market even with several strong competitors including Puma, Adidas, and Under Armor. Success comes from their marketing strategies that build connections with their consumers, create a story behind the brand, and offer both unique and quality products. With this in mind, it should come with no surprise that Nike dominates on social media platforms as well. Nike has had strong digital media strategies from the beginning. Although each social media platform seems like a small aspect, it is apart of a much larger social marketing effort that has been extremely success in building loyalty with the brand. Nike has (108) Facebook pages, (104) Twitter handles, (16) Instagram accounts, (41) YouTube Channels, (1) SnapChat, (1) TikTok, and (1) LinkedIn account. They link platforms to together and use each site for specific purposes. For example, Facebook is

Southern New Hampshire University MKT 265 Final Project Milestone One their main platform, Twitter is for quick updates and information, Instagram is for compelling photos that relate to the audience, YouTube is for video content, and LinkedIn is their professional profile. Each account hits a different audience, in a different way. Nike always produces compelling content for their social media platforms, that aren’t necessarily a hard sell on their products. For example, the “Dream Crazier” campaign that highlights women athletes who have broken barriers in professional sports world and brought athletic women together to chase their dreams and inspire the next generation. It is evident that Nike product is being worn throughout the campaigns, but the campaign is really to build an emotional connection with their audience and address real life problems. This is called emotional marketing as there is a message to target specific emotions and feelings and persuade the consumer. This type of advertising is important because it makes the brand more memorable, and the audience connects and trusts it more because it appeals to their emotions and makes the brand relatable to them. As I researched the different platforms, they mainly focus on featuring athletes and their inspirational stories or quotes. It also covers many societal and environmental issues that play factors in Professional sports. For example, on May 13 th , 2022, Nike posted on Instagram with Colin Kaepernick and Les Hijabeueses at an event to defend women playing competitive football. They use highlights and hashtags to show support on issues around the world including discrimination. It is rare, but when they highlight certain

Southern New Hampshire University MKT 265 Final Project Milestone One product, they do it in a way it doesn’t affect the strong presence they’ve built on their platforms. However, Nike’s Snapchat is different than other platforms. Nike was the first brand to ever sell on Snapchat, and users have the opportunity to “try on” items through augmented reality. This is just another example of how Nike paves the road for other brands/companies and affectively markets and connects to consumers on all levels. It is no doubt that Nike is an inspiring brand and dominates in the industry. They are aware of societal and environmental issues and take that into consideration when building campaigns out. They use respected athletes, artists, and influencers around the world to connect and draw emotion to the target audience. They truly care about their image and who they bring in to be a part of the image and the brand. Highlighting retirement Nike did a shoe collaboration with Kobe Bryant, called “Kobe AD” shoes. This line was a huge hit with consumers as they would often be sold-out within minutes of release and Nike couldn’t produce enough product to meet the consumers demands. The line recently came to an end in 2021 after the tragic death of the star athlete. Customization is also offered with Nike, as a consumer can customize Air Forces as long is it brand appropriate. However, with the good comes the bad, and a few years ago Nike sued the creator of Lil Nas X customed “Satan Nike Shoes” as it tarnished the brand. Nike experienced a ton of social media backlash for this, and consumers even tried boycotting the brand for a while. Nike is very strict when it comes to brand control, who represents them, and what products have the distinctive

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Southern New Hampshire University MKT 265 Final Project Milestone One logo which is why the brand is known as authentic and is successful in the industry. Nike’s Digital Marketing aligns with the overall brand because all activity online has shown the authenticity of the brand and builds loyalty with addressing societal and environmental issues and highlight like-minded artist, athletes, and influencers to bring a story to the brand. They know who their target audience is, how to market them, and how to keep loyal to the brand. Nike builds connections with consumers with being an active partner in issues in today’s world like discrimination and global warming. This is strategy will continue to help them dominate the industry and hit business goals. Part II: Evaluating Digital Marketing Campaigns Nike’s Social Media Strengths The target market of Nike are consumers from the ages of 15 to 50 years old, with a gender ratio of 67% men, and 33% women. Although they have shown undeniable success in their social media strategy across the board, the three platforms that have offered the most success rates are Instagram, Facebook, and Twitter. According to data 25.4% of Facebook Users are between the ages of 25 to 34 years old, 18.5% from 35 to 44 years old, and 13.8% from 45-54 years old. 30% of Instagram users are between the ages of 18 to 24 years old, 31.7% is 24 to 34 years old, and 15.8% are 35

Southern New Hampshire University MKT 265 Final Project Milestone One to 44 years old. 17.1% of Twitter users are 18 to 24 years old, 38.5% are 25 to 34 years old, and 20.7% are 35 to 49 years old. This data is aligned with the Nike’s target market, and it is proven they take this into consideration when marketing on each platform. The brand is overall doing very well on digital media. Each platform is tailored to a specific audience and has a different message. For Nike’s Instagram accounts, it is customized for more of a younger demographic with compelling photos and meaningful stories, quotes, and addresses environmental and societal topics in today’s world. Traditional marketing in the sense of pushing a product on younger demographics doesn’t necessarily work. The type of consumer is looking to purchase from brands that are true with their ethics and morals and Nike has done an incredible job with connecting with their Instagram audience and building a loyal customer base. For Facebook, it is targeted to their middle-aged consumer and operates as their main hub. This is the platform where they share new product launches, any collaborations with celebrities or influencers, and does “Shoe of the Week” shares. This fits the age bracket for Facebook users as this type of user is looking for fun updates and not necessarily controversial or strong stories or messages. They also connect strongly on this platform with the right audience, just in a different way that is more aligned with this specific audience and tone. Lastly is Twitter and it is a mixture between the Facebook and Instagram target market. On this platform it is mostly used for

Southern New Hampshire University MKT 265 Final Project Milestone One product pushes, surveys, and some societal/environmental messages. This activity also aligns with the age bracket of Twitter users. Nike’s Social Media Weaknesses As mentioned above, the gender ratio for Nike consumers are 33% women, and 67% men. Although the company sells both shoes and apparel specifically for women and has pushed many inspirational marketing campaigns tailored to women, it is still better known as a brand for the male athlete. It isn’t necessarily that the marketing campaigns like “Dream Crazier” or “If You Let Me Play” weren’t strong enough messages, the brand just needs to constantly being pushing these female-oriented messages out there to relate to this consumer base and build those connections. With that in mind, Tik Tok offers immense opportunity for Nike. Although this is a fairly new platform, data has proven that 60% of Tik Tok users are females between the ages of 16-25 years old. If Nike can push content for more of a female audience and include, outfit/shoe combinations, a day with a female athlete, and other fun messaging that isn’t necessarily extremely serious, the brand can help grow connections that are needed with the female consumer base on this specific platform. It also can be used ecommerce platform, where Nike can have users buy products directly from the shopping tab on the video posted. There are many benefits to Tik Tok, and Nike should explore how to better coordinate it with the digital media strategies.

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Southern New Hampshire University MKT 265 Final Project Milestone One A suggestion for Nike to better focus its digital activity is to continually do research on social media marketing and social media platforms. As we drive deeper into being ecommerce consumers and having the accessibility to reach different target markets, it is extremely important to stay up to date in user’s activity and what they are hoping to accomplish on each platform. The evolution of social media went from being a place where users could just keep in contact with loved ones and has turned into where brands can market their products, consumers can research and find reviews, and purchase items that are aligned with their lifestyle in the comfort of their home. Social media is going to continue to evolve, and it is Nike’s responsible to make sure it is along for the ride. Part III: Creating Digital Marketing Campaigns New Digital Campaign Research It is essential that Nike does intensive research before creating a new digital campaign. Luckily, their activity on social media platforms will be a very important resource in this step. The analytics from all of Nike’s major platforms can show follower engagement, demographic information, and what content overperformed, and underperformed. They can also look into the metrics of their competitors and see if they are pushing any different content that has been successful and how they could apply it to their strategy and consumer. Surveys are also a very important research stage as

Southern New Hampshire University MKT 265 Final Project Milestone One it will allow Nike to collect honest feedback from their consumer and be able to improve their product line and how they digitally market their company as well. As discussed in the prior sections of this report, Nike offers customizable options for their Air Force line on their app. This holds important information in seeing what the consumer preference are on design, color schemes, etc. This also opens the opportunity to share customer creations on social media and apps and have others vote for their “favorite” customer designs. Market research will bring new and innovative content and lines to their consumers while staying a leader in the industry. Messaging Strategy The messaging strategy is a critical piece in being successful with marketing your brand and company. There are six commonly used messaging strategies; emotional, positioning, unique selling proposition, generic, and brand image. Ultimately, it is what Nike wants to say and how they want to say it, so they can achieve their business goals. As addressed in earlier sections, data shows that women apparel and shoe sells represent less than 25% of Nike’s total sells. This is a missed opportunity to hit a critical target audience as the female demographic drives 70-80% purchasing power whether it is through buying power or influence. The messaging strategy should include women specific topics that are a mixture of emotional messaging, generic messaging, and brand image.

Southern New Hampshire University MKT 265 Final Project Milestone One Emotional message strategy is when feelings are used to sell. When using this type of message strategy, it is important for the target audience to feel emotionally connected to the product or brand. At the University of Southern California, Professor Antonio Damasio of Neuropsychology, researched the decision-making capability in two groups. The first group was those who were neurologically hindered to feel emotions and the second group was a group with no emotional hindrances. It was discovered from this study that the group with emotional hindrances, had a significantly harder time in the decision-making process than the other group. It was determined that the difficulty behind the making a decision was because they could not decide how they felt about the options that were in front of them, even if they were provided all of the necessary information. Thus, marketers should always understand emotions will be adriver purchasing decisions. Generic messaging strategy will also be an important messaging strategy for Nike. This does not necessarily mean that the messaging is uninspired or unspecific, it just focuses on selling the type of product than the actual brand itself. For example, instead of highlighting to the audience why they must choose Nike running shoes and why they are better than their competitors for long distant runs, it would be messaging on the importance of investing in proper clothing and shoes for running. Brand image creates the personality for the brand/company and isn’t necessarily there to sell a certain product. It is an important factor for Nike because it will be how the target audience will perceive the brand and is a part of every aspect

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Southern New Hampshire University MKT 265 Final Project Milestone One including logo, imagery on marketing, etc. and it is important the Nike stays consistent across the board. Overall Media Campaign Before discussing the new media campaign, it is important to establish the campaign goal, which is to drive more female engagement across social media platforms and result in an increase of sales in women’s apparel and shoes. The “Like a Woman” Campaign will be featured on all Nike Women and Nike Main platforms. The direction will push away from Nike just using professional female athletes and highlight real life, everyday women and their journey to maintain a happy and healthy lifestyle. It is easy to assume that female athletes are a part of the 33% female consumer that Nike already retains. Nike needs to reach new female audiences that have different body types, different culture, different lifestyles, and connect them together to build this campaign. To make this campaign successful, Nike will start by taking weekly submissions (personal or on behalf of) that highlight a new woman each week and tell their “Like a Woman” story. It will be compelling stories, videos, and photos of women and what they accomplish and overcome. For example, someone can submit a feature for their mother who is battling cancer and tell an emotional and uplifting story of how every day, she continues to take walks with her grandson to build up her strength and the story will end will with, “be strong, like a woman.” It is compelling, uplifting,

Southern New Hampshire University MKT 265 Final Project Milestone One and is relatable to the female demographic. On Twitter, Nike will push female-oriented surveys like what they do to stay healthy: i.e., Yoga, Run, Swim, Eat Right, etc. This will also be critical information in ensuring the product line is consistent in the wants and needs of this new consumer. Instagram will also feature emotional photos and quotes of everyday women. For example, a photo of a woman who just graduated college and a short caption, “smart, just like a woman.” Tik Tok holds the most opportunity for this new campaign and is the main platform to reach this target audience. Tik Tik will feature “pick an outfit” and where it highlights new women products, simple and fun tips to stay healthy like basic yoga moves, healthy recipes, and motivational speakers going live. It will also be the ideal platform to extend on the Facebook submissions and “Like a Woman” stories. All content will feature women of different body sizes, age, color, etc. References: Kobe A.D. Nike.com. (n.d.). Retrieved June 8, 2022, from https://www.nike.com/basketball/kobe-ad NBCUniversal News Group. (2021, March 29). Nike sues over Lil Nas X 'satan shoes' with human blood in soles . NBCNews.com. Retrieved June 8, 2022, from https://www.nbcnews.com/pop-culture/pop-culture-news/nike-sues-over-lil-nas-x-satan- shoes-human-blood-n1262406 Our carbon footprint and our next steps . Nike News. (2021, April 13). Retrieved June 8, 2022, from https://news.nike.com/news/our-carbon-footprint-and-our-next-steps

Southern New Hampshire University MKT 265 Final Project Milestone One Renfrow, J. (2018, February 20). Nike becomes first brand to sell on Snapchat . FierceRetail. Retrieved June 8, 2022, from https://www.fierceretail.com/digital/nike-becomes-first- brand-to-sell-snap#:~:text=Nike%20becomes%20first%20brand%20to%20sell%20on %20Snapchat%20%7C%20FierceRetail Unmetric. (n.d.). Social Media Analytics & Intelligence Dashboard by Unmetric . Unmetric. Retrieved June 8, 2022, from https://unmetric.com/brands/nike What you can learn from Nike branding strategy . Rival IQ. (2022, March 1). Retrieved June 8, 2022, from https://www.rivaliq.com/blog/nike-branding-strategy/#:~:text=Nike%20uses %20social%20media%20to,%2Dbuilding%20hashtags%20like%20%23nikewomen . Fillmore, K. (2022, February 27). Nike targets women - marketing communications . ZABANGA Marketing. Retrieved June 13, 2022, from https://www.zabanga.us/marketing- communications/nike-targets-women.html Griffiths, A. H. and J., Hrach, A., Griffiths, J., Baer, J., Leap, S. B. and M., Barker, S., & Leap, M. (2019, December 30). How social media has evolved over the past 12 years . Content Marketing Consulting and Social Media Strategy. Retrieved June 13, 2022, from https://www.convinceandconvert.com/social-media-strategy/how-social-media-has- evolved/ Mathieu-Phillips, C. (2022, February 10). Why brands should be on TikTok in 2022 . The Social Element. Retrieved June 13, 2022, from https://thesocialelement.agency/why-brand-on- tiktok#:~:text=TikTok%20allows%20for%20simple%20and,is%20really%20effective %20for%20brands. Nike market segmentation, targeting, and positioning . Edrawsoft. (n.d.). Retrieved June 13, 2022, from https://www.edrawmind.com/article/nike-market-segmentation-targeting-and- positioning.html Published by S. Dixon, & 12, M. (2022, May 12). Instagram: Age distribution of global audiences 2022 . Statista. Retrieved June 13, 2022, from https://www.statista.com/statistics/325587/instagram-global-age-group/ Published by S. Dixon, & 22, A. (2022, April 22). U.S. Facebook users by age 2022 . Statista. Retrieved June 13, 2022, from https://www.statista.com/statistics/187549/facebook- distribution-of-users-age-group-usa/ Published by S. Dixon, & 29, M. (2022, March 29). Global twitter user age distribution 2021 . Statista. Retrieved June 13, 2022, from https://www.statista.com/statistics/283119/age- distribution-of-global-twitter-users/

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Southern New Hampshire University MKT 265 Final Project Milestone One

MKT 265 Part 1 and 2

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