Nike is an American multinational corporation that is engaged in the design, manufacturing, development and worldwide marketing of footwear, sport clothes and accessories. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight , and officially became Nike, Inc. on May 30, 1971. Today Mark Parker is the chief executive officer of Nike since 2006.
In 2014, Nike has become one of the most famous brand of sport clothes and shoes. This is largely due to its many advertising campaigns
Nike and Social Media:
Nike is present everywhere in the social networks, Facebook, twitter, youtube, printerest, tumblr, goggle +, Instagram, …
In each social media, nike operates in the same manner and show the same kinds of pictures. Nike creates or strengthens the customer’s wishes: to be thin for the girl, muscular for boys. Nike shows us the « perfect » body and sends us a clear message. We need Nike to be fit and being fit will makes us happy.
Nike’s target audience is principally the young people (14-40) who can and want this « perfect body ». Each advertising show us young fit persons playing sport, every sport. Nike also targets children, the brand made a cartoon which was revealed the day before the WorldCup 2014. In this cartoon called : « Risk everything » Nike shows famous Football players likes : Christiano Ronaldo, Neymar, Wayne Rooney… The brand also use this name to incite the surfers to share their exploits with the Hagshtag #Riskeverything.
Nike gives us a lot of different choices, there is nike for every tastes, for every sports, for everyone! if you just write « Nike » on Goggle, it’s very simple to find what you are looking for. Nike is not only a sport clothes brand, people wear nike shoes with all kinds of clothes. Nike is very increase in the Fashion and make is own tendency.
Does this strategy work? OF COURSE!
Who as a child, has ever dreamt of being a professional footballer or just famous?
Nike knows it and uses it. Beyoncé, Tiger Woods, Zlatan Ibrahimovic, … Nike also sponsors also teams like the French Football team, FC Barcelona, the basketball team « Miami Heat », ..
This world of famous people and competition is a dream for children who will associate the brand with the success of their idol and buy shoes like them.
This marketing strategy is very expensive but it works and will work in the future. Nike spent $2.7 billion globally on advertising and promotions during its most recent fiscal year.
Nike gives us a lot of different choices, there is nike for every taste, for every sport, for everyone! if you just write « Nike » on Goggle, it’s very simple to find what you are looking for. Nike is not only a sport clothes brand, people wear nike shoes with all kinds of clothes. Nike is rising in the Fashion and makes it’s own tendency.
Can we use this strategy for smaller business or blog ?
It depends on the activity of the business, the strategy must be adapted .
First to become famous, people have to speak about the business with Hashtag, link, publication,… The business must be active on the social network
Used the way of the famous people is possible but it’s very expensive.
The person who’s playing in the advertising must be selected meticulously. If the Kardashian family played in an advertisement for the New-York times, it would lose credibility.
For a blog like the « Hyde street journal » , the target audience will be young people
who are looking for fast information with simple and complete explanations.
Nike is a company that has grown significantly these last years and I think they haven’t finished surprising us.
CDV.
Sources :
http://fortune.com/2012/02/13/nikes-new-marketing-mojo/
http://www.ladn.eu/actualites/dans-monde,nike-risk-everything,36,21052.html
HYDE STREET JOURNAL 