NIKE " Just Do It "

 

NIKE CAMPAIGN 

" Believe In Something Even If It Means  Sacrificing Everything "

The Campaign :

Nike's Just Do It campaign was launched in 1988. Nike. Nike's iconic "Just Do It" slogan was inspired by the final words of a notorious killer in 1970s Utah. Facing down a firing squad in his last moments, double-murderer Gary Gilmore said: "Let's do it."

• For 30 years, the “Just Do It” mantra has been a motivational call for athletes nationwide, across all sports, and all levels of play. To celebrate that rich diversity, the second film in the JDI series, “Dream Crazy,” focuses on a collection of stories that represent athletes who are household names and those who should be. The common denominator: All leverage the power of sport to move the world forward.
• Along with inspirational pros — LeBron James, Serena Williams, Odell Beckham Jr., Eliud Kipchoge — in this film, you’ll meet incredible athletes: 29-year-old basketball phenom and wheelchair athlete Megan Blunk, who took gold in Rio in 2016; Isaiah Bird, who was born without legs, and at 10 years old has become the one to beat on his wrestling team; Charlie Jabaley — an Ironman who made over his life by dropping 120 pounds, going vegan, and in the process, reversed the growth of a life-long brain tumor; and Michigander Alicia Woollcott, who simultaneously played linebacker and was named homecoming queen during her high school senior season. 
• Additional appearances are made by emerging professional athletes and world champions alike: Canadian soccer star Alphonso Davies; Hawaiian big wave surfer Kai Lenny; American skateboarders Lacey Baker and Nyjah Huston; German champion boxer Zeina Nassar; and U.S. Soccer's Women’s National Team.  
• Narrated by Colin Kaepernick, “Dream Crazy” provides encouragement to everyone who has crazy dreams and goals that may seem unsurmountable.
• Nike’s controversial “Dream Crazy” commercial, an extension of the brand’s “Just Do It” campaign, took the win for outstanding commercial at Sunday’s Creative Arts Emmy Awards.
• “Dream Crazy” was created out of Wieden & Kennedy Portland and produced out of Park Pictures and Joint Portland. Narrated by former NFL player Colin Kaepernick, it also features sports stars like Serena Williams and LeBron James, illustrating how athletes have defied expectations to make seemingly insane dreams a reality.
• “Believe in something, even if it means sacrificing everything,” Kaepernick says in the ad—a nod to his decision to take a knee during the national anthem at NFL games, which put his own career at risk and has sparked an ongoing national debate about the appropriateness of bringing politics onto the field.
• Throughout the campaign, Nike enlisted a range of people from varying ethnicities and races, as well as numerous notable athletes, in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. Athletes such as football stars Bo Jackson, Ronaldinho and Wayne Rooney, basketball stars Michael Jordan, and Kobe Bryant and tennis stars Roger Federer and Rafael Nadal were used in their advertisements.
• The campaign embodied Nike's image as an innovative American icon associated with success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. This led to customers associating their purchases with the prospect of achieving g
• The campaign embodied Nike's image as an innovative American icon associated with success through the combination of professional athletes and motivational slogans emphasizing sportsmanship and health. This led to customers associating their purchases with the prospect of achieving greatness.

Distribution :

Nike’s distribution channels can be primarily divided into two categories.

• Selling products to wholesalers in the US and international markets. This is Nike’s biggest distribution channel.
• Direct-to-consumer (or DTC) sales, which include inline and factory retail outlets and e-commerce sales through its website. Nike also distributes its products through e-commerce companies like Amazon. Online sales through Nike Direct is the company’s fastest-growing distribution channel.

• Stores

• Marathon 

• Tv Ads

• YouTube

• sponsored

• Channels

 

The reason why I have chosen this campaign:

•          Emotional attachment: This campaign sends us a wonderful message, whoever has a body can play sports, there are no obstacles in front of us to do what we want.
•          Equality: This campaign is equal to all people, women and men, adults and children, so everyone can do whatever they want.
•         It`s motivational words. Action speaks better than words is what the add is portraying. With it simplicity, and modesty choose this not just to motivate me but others feeling less motivated.

Company Background

·         Nike, Inc. is a worldwide American corporation, which focus in design, development, worldwide marketing and selling sports product. It was founded by Bill Bowerman and Phil Knight on January 25, 1964 as Blue Ribbon Sports, and officially known as Nike, Inc. on May 30, 1978.

•          This includes a customer base that is devoted to the company and its brand, particularly in the United States.
•         Nike market its products under Nike Pro, Nike+, Nike Golf, Nike Blazers, Air Jordan, Air Max and other as well as subsidiaries including brands  Jordan, Hurley Int. and Converse.
•          For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Nike has established a unique reputation in the consumer sports industry.
•          Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of “Just Do It "

 

 Target Audience

•      Nike to target individuals according to their age, Life-cycle stage, gender, occupation, and generation. Although with apparel and sports the Market can be broad, for the most part nike primarily targets consumers who are between the Ages of 15-40. The company caters to both men and women athletes equally, and is placing an Increasing focus on tweens and teens to build long-term brand loyalty. Nike addresses this Segment by deploying marketing campaigns about young adults striving to be like their athlete Idols.

 

Customer insights used :

• Nike looked at the factors that would drive consumers to purchase the product.
• Who is attracting this campaign?                                                                                  
• who will be affected by the campaign?
• Who can buy the product?
• What is the most preferred media for consumers to spread the campaign?
• What is the Customer Doing? From income levels, jobs, leisure & hobbies .

 

USP Nike :

•          Most consumer brands rely on their brand as their USP, rather than product features. When consumers buy the product, they are investing in the brand, and the way it makes them feel to be a part of it.                                                                                                                                 
•         If you consider the example of a sportswear manufacturer like Nike, their products do not necessarily display unique features - other manufacturer's sports shoes, or running shorts, or vests, are made of the same stuff and do the same things.                                               
•          Instead, they have created a unique brand - a set of values and aspirations that their business stands for in the mind of the audience. As long as that brand is persuasive and valuable in the minds of their customers, they will continue to sell their products.

 Key Messages of the campaign:

·         Nike's mission statement is to "bring inspiration and innovation to every athlete* in the world." Note the asterisk after "athlete." Nike co-founder Bill Bowerman reportedly added the asterisk, explaining that "if you have a body, you are an athlete." In other words, Nike's goal is to inspire you, whether you're an NFL quarterback or a hobbyist sprinter, or you just want to wear Nike gear as you go about your daily errands.

 

·         The company's message of inclusiveness can be taken as encouragement for everyone to be active. Nike has run ad campaigns featuring athletes who are wheelchair-bound and who pursue their passions for sports. From a financial perspective, Nike's mission statement also widens the company's scope to pursue anyone and everyone as a potential customer for its merchandise.

·         Don’t Be Afraid to take risks :  With the company knowing the situation in America, which was the majority of the population suffering from obesity, and there were sports companies such as Reebok very successful, Nike launched its campaign and was not afraid to take the risk.  This is an important message for the community, don't be afraid of progress.

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          Analysis Campaign Results :

•          The popularity of the campaign is clear from the fact that brand sales have risen risen 31% since billboards and television commercials featuring Colin Kaepernick and other athletes were released over Labor Day weekend, Nike’s stock has since reached an all-time high, and marketers have called the campaign a “stroke of genius.”
•           More than 15 million Instagram posts currently carry the #JustDoIt hashtag and much of this User-Generated Content (UGC) can help Nike spur social media followers and comments, additional inquiries into the brand, store visits, and sales. Pinterest, Twitter, and Facebook similarly feature positive #JustDoIt posts.
•           The "Just Do It" campaign celebrated its 30th anniversary on September 5, 2018 with the release of their video titled, "Dream Crazy". This short video follows in the trend of Nike partnering up with famous or trending athletes and features numerous household named sports figures such as LeBron James, Serena Williams, and Colin Kaepernick.
• Just Do It’ has had such an impact over the last 20 years and continues to. It’s genuine and speaks to our core mission.”
  

• Nike’s Instagram numbers jumped by tens of thousands in the wake of the ad’s premiere in September 2018, and Nike has since put out more ads in the series, including one specifically for the Women’s World Cup.

• The commercial was nominated alongside entries from Apple, Netflix, and Sandy Hook Promise—an organization against gun violence.

Social Media Stats :

Facebook :  34,521,833 Followers

Twitter : 122M Followers

Instagram : 8.3M Followers