Nike Campaign Analysis

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Nike, the largest seller of athletic footwear and athletic apparel in the world with subsidiaries in over 200 countries across the world, has attempted to keep itself on the cutting edge of technology. Nike has been launching new innovative advertisements from time to time. The “Just Do It” campaign by Nike is a brilliant example of a branding campaign that tapped into the values and purpose of Nike’s brand values and brand purpose.
The purpose of a campaign is to deliver a prospective consumer to the point of sale. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. If a brand is to become iconic, to become a world-class
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They have certain uplifting and inspiring qualities that can also energize the internal culture of a company. Such a deep brand purpose can be described as the intersection of three circles of influence. The first one recounts to understanding an underlying social tension that needs resolving. The second circle relates to a core brand truth that expresses reasons for a brand’s very existence. And the last one connects a specific unmet consumer need in a way that the brand can legitimately address. The Nike brand was only speaking to a narrow range of male athletes in competitive sports arenas. Nike needed to widen the access point in its brand communication model to become relevant to wider circles of people. That what led to the creation of “Just Do It” which allow to emanate a level of soulfulness in communications that people crave and unlock hidden energy and vitality on the brand …show more content…
This was effectively portrayed by celebrity sports figures. Whether football or basketball, tennis or golf, running for Olympic sports, Nike has always recruited top performance athletes from all over the world with strong personalities consistent with the brand values. High performance athletes (such as Michael Jordan, Dennis Rodman and Charles Barkley) have always been role models with extreme power over their audience, mainly teenagers and young people, often influencing them into buying products. For example, if Michael Jordan can play an entire NBA season in a pair of Nike, certainly the average weekend warrior can trust the shoes’ durability.
Second, the common pool of experience is that most people enjoy watching or participating in sports. The spokespersons in Nike advertisements are shown working hard, sweating, or reflecting on events from the past. As a result, the target audience connects the brand with the effort and determination needed to succeed and therefore is motivated. The viewer is then able to associate with in of the best in their favorite sport by buying the same products. The strategy used is to give people self believe in order to stay fit by wearing the brand “Just Do

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