Nike, "Just Do It" campaign;
One of the most successful campaigns of all the times. Even though their athletic shoes are very popular, another prevalent aspect of the Nike brand is their memorable advertisement campaign. For years, Nike has been a well-known brand for their sneakers and sports gear. A trustworthy brand to say the least, but it has also created wonderful campaign ads and videos for their audience. Nike is recognized for their comfortable sneakers and excellent quality in sports gear, but they usually do not promote their brand in a hard-sell approach. The marketing team wisely uses the soft-sell approach to gain the consumer’s attention. Metaphorically speaking, the brand plays the role of a coach and their target audience …show more content…
have crossed the line between regulars’ ads and customers with only one purpose: to try to engage with their followers on a different level. Holmes Stanley from Business Week Press said, “The athletic shoemaker's famous swoosh emblem and a string of ad campaigns, starting with its iconic "Just Do It" series, set the gold standard for getting a clear message to a mass audience. But when Nike crafted its World Cup strategy, it decided to try something new: online communities.” This project would let soccer fans social networking with members in 140 countries. Participants are expected to create fan communities around their favorite teams or player during the World Cup Tournament. Taking a different perspective, this is another step up in the advertising strategy for Nike. Having complete control of the online community is the most logical thing for Nike to expose video clips that spotlight Nike-sponsored soccer players into popular video sharing sites all over the social media. With that said, Nike is looking for greater exposure on a specific target group. Holmes reported that, “One of Nike's top soccer videos, for instance, shows Ronaldinho slipping on a pair of new white Nike soccer cleats…It has been viewed by 7.5 million …show more content…
At first instance, Nike naturally knew the potential of the Just Do It campaign but its magnitude was never imagined. As Thomas C. O’Guinn, Christ T. Allen, and Richard J. Semenik mention in the class textbook (p. 80), “Value position is a statement of the functional, emotional, and self-expressive benefits that are delivered by the brand and provide value to customers in the target segment.” Because of that, one can determine how Nike makes the application of position themes to present "Just Do It" as an idea to confirm that the vision of the image that they wanted to be in the campaign. In other words, functional, emotional, and self-expressive were a must to engage with consumers. One can imagine the ambition of Nikes’ marketing department to positioning Just Do It campaign out there, not only to spread the idea that Nike was not just a brand about shoes and gear fitness clothes, but a brand about fitness life style and diverse sports such as racing, golf, cycling, and
One of the most successful campaigns of all the times. Even though their athletic shoes are very popular, another prevalent aspect of the Nike brand is their memorable advertisement campaign. For years, Nike has been a well-known brand for their sneakers and sports gear. A trustworthy brand to say the least, but it has also created wonderful campaign ads and videos for their audience. Nike is recognized for their comfortable sneakers and excellent quality in sports gear, but they usually do not promote their brand in a hard-sell approach. The marketing team wisely uses the soft-sell approach to gain the consumer’s attention. Metaphorically speaking, the brand plays the role of a coach and their target audience …show more content…
have crossed the line between regulars’ ads and customers with only one purpose: to try to engage with their followers on a different level. Holmes Stanley from Business Week Press said, “The athletic shoemaker's famous swoosh emblem and a string of ad campaigns, starting with its iconic "Just Do It" series, set the gold standard for getting a clear message to a mass audience. But when Nike crafted its World Cup strategy, it decided to try something new: online communities.” This project would let soccer fans social networking with members in 140 countries. Participants are expected to create fan communities around their favorite teams or player during the World Cup Tournament. Taking a different perspective, this is another step up in the advertising strategy for Nike. Having complete control of the online community is the most logical thing for Nike to expose video clips that spotlight Nike-sponsored soccer players into popular video sharing sites all over the social media. With that said, Nike is looking for greater exposure on a specific target group. Holmes reported that, “One of Nike's top soccer videos, for instance, shows Ronaldinho slipping on a pair of new white Nike soccer cleats…It has been viewed by 7.5 million …show more content…
At first instance, Nike naturally knew the potential of the Just Do It campaign but its magnitude was never imagined. As Thomas C. O’Guinn, Christ T. Allen, and Richard J. Semenik mention in the class textbook (p. 80), “Value position is a statement of the functional, emotional, and self-expressive benefits that are delivered by the brand and provide value to customers in the target segment.” Because of that, one can determine how Nike makes the application of position themes to present "Just Do It" as an idea to confirm that the vision of the image that they wanted to be in the campaign. In other words, functional, emotional, and self-expressive were a must to engage with consumers. One can imagine the ambition of Nikes’ marketing department to positioning Just Do It campaign out there, not only to spread the idea that Nike was not just a brand about shoes and gear fitness clothes, but a brand about fitness life style and diverse sports such as racing, golf, cycling, and