Nike "Just did it" project
- 1. JUST DID IT
- 2. “SWOT”
- 3. Strength: • Brand value • Profit growth Weakness: orders decreased in Asian market Opportunity: “Just did it” pays tribute to the company’s quarter century of helping everyone becomes an athlete Threat: • Adidas, Puma, Reebok • Under Armour,Lulule mon Athletica
- 6. Objectives
- 7. Creating a platform to celebrate Nike’s past 25 years of victories and to set the stage for future success for Nike 1 Generating positive attention to the “Just Did It” campaign through increased media coverage Engaging all athletes, Nike consumers and all individuals with victories through social media and thus increasing Nike’s social media influence 2 3
- 9. © 2006 Avanade Inc. All rights reserved. The Avanade name and logo are registered trademarks in the US and other countries. Every person who has a personal victory to share Social media users who are active and engaged Everyone who works in the team
- 11. January 25th to February 25th March 26th to April 11th April 12th
- 12. Strategy 1. To Engage ‘every body’ to share their victories through multiple social media platforms.
- 13. Tactic 1: Satellite Media Tour Spokesperson: Mark Parker
- 14. Tactic 2: Pitch to print media to feature our campaign.
- 15. Tactic 3: To encourage Social Media users of Youtube, Twitter and Facebook to submit their personal victories
- 16. Tactic 4: Video on YouTube with a montage of everyday people accomplishing their own feats
- 17. Strategy 2. To engage America to vote for their favorite “Victory Story” and predict who will be the winner.
- 18. Tactic 1: After having the top 15 contestants, users will vote on their favorite victory story.
- 19. Tactic 2: Users can predict the top 3 in the correct order and if correct, will receive their own Nike gift basket featuring apparel and a Fuel Band SE.
- 20. Back
- 21. Tactic 3: Promote “Just did it” campaign through featuring the winner of our #ShareYourVictory Social Media Contest in a “Just did it” commercial.
- 22. Strategy 3. Creating a platform to celebrate Nike’s past 25 years victories and the two months campaign.
- 23. Nike “Just Did It” Jubilee •When: Saturday, April 12, 2014 •Where: Beaverton, Oregon (Nike Headquarters)
- 24. • Nike $500,000 Budget • 1) Flights between Oregon to NYC: $600 for each person, $600*3=$1,800 • 2) Magic Johnson: $ 50k • 3) Fuelbands second generation: $149*200=$29,800 • 4) Media event: $ 120k • 5) Flights for winner to Chicago: $1,800 • 6) Team commissions: $50k*4=$200k • Total: $ 403,400
- 26. Online Presence – Use social media monitoring tools Positive sentiment in the media, social media platforms and public Media channels featuring/talking about campaign
- 27. # of participants in program / people who share their victories Within budget constraints of $500k On time launch to achieve maximum engagement
- 28. Laura: Making my childhood dream of living in New York City a reality. #Justdidit #sharemyvictory Melanie: Passion & perseverance led me to conquer my fears of singing in front of a crowd & audition for my alma mater's musical landing me the lead role of Mimi in RENT . #Justdidit #ShareYourVictory Jie: Embrace the new country, 16536 kilometers from home, live by my own. #Justdidit #shareyourvictory Shuli: Use the NYC law to force my landlord to fulfill his obligation of providing the heating for me #Justdidit #shareyourvictory
- 29. Q & A