30th Anniversary “Just Do It”

30th Anniversary "Just Do It"

Penta, Shana Marie

October 30, 2018

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TABLE OF CONTENTS

Executive Summary ..............................................................................................................2 Background ...........................................................................................................................3 The Campaign .......................................................................................................................4 Goals ......................................................................................................................................6 Market Segmentation ...........................................................................................................8 Social Identity .......................................................................................................................9 Motives & Attitude ..............................................................................................................10 Conclusion ...........................................................................................................................11 Works Cited .........................................................................................................................12 Appendix A...........................................................................................................................13 Appendix B...........................................................................................................................15 Appendix C...........................................................................................................................16

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EXECUTIVE SUMMARY

This marketing campaign case study placed a focus on Nike celebrating the 30th anniversary of their iconic "Just Do It" tagline. Nike is considered the world's largest sports merchandise manufacturer and has been in business since 1972. This specific campaign started around August 24th. Nike, with the help of their long-time marketing partner Wieden + Kennedy, released the first ad, one of several in the campaign -- which featured tennis star, Serena Williams. Notably, the ad with the most attention, and the one focused on in this report, features the face of Colin Kaepernick. Colin Kaepernick was a former NFL player for the San Francisco 49ers who was blackballed from the NFL for taking a knee during the national anthem, to demonstrate his activism against police brutality amongst the black community.

Nike took a clear stand, as well as risk, by endorsing Kaepernick for the campaign. The YouTube video received over twenty-six million views. The campaign led to an increased stock price of four percent. The campaign reach was very extensive, and online chatter was vast. Nike recached its targeted demography with this campaign, with sales being the leading indicator. Other things that led to the success of this campaign were the consideration placed on demographics, targeting, and Nike taking advantage of their flagship status. Nike also gained many organic influencers in the process. This particular social media campaign has taken a completely organic turn, with Nike only posting minimally on the web, the fans took over from there, and the campaign is now self-ran. Nike stock saw a significant increase, and this campaign was undeniably successful.

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BACKGROUND

Nike, Inc., was named for the Greek goddess of victory. Phil Knight, a University of Oregon Ducks track athlete, and his coach Bill Bowerman founded the company in 1972, with its headquarters in Beaverton, Oregon. Nike is a multi-national, American based corporation. Nike, considered to be the world's largest supplier and manufacturer of athletic shoes, sports apparel, and sports equipment (Statista, 2018). The Nike family includes both Nike (swoosh) and Jordan brands, along with Converse and Hurley brands. Operating segments for the Nike brand are North America, Europe, the Middle East, and Africa, Greater China, Asia Pacific, and Latin America (Nike, n.d.). Nike's mission statement is, "Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work. (Nike, n.d.)" Nike is considered to be the most valuable brand among sports businesses. Nike has many supporters, and the organic following is a huge asset.

Nike used Wieden + Kennedy as the marketing firm for this specific campaign. Nike has used Wieden + Kennedy for marketing purposes since Nike's beginning, where Wieden + Kennedy helped produce three national television ads for Nike that broadcast during the New York Marathon (Nudd, 2014). Nike has even won a few awards with Wieden + Kennedy ads. Wieden + Kennedy is located in NW Portland, Oregon, and has multiple locations globally. The firm displays present-day marketing projects on its web site, and several of the projects featured are very prominent brands (Wieden+Kennedy, 2018).

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Colin Kaepernick was ousted from the NFL for taking a knee during the national anthem, stating, "I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football, and it would be selfish on my part to look the other way (Pearl, 2018)." Kaepernick's stance represents the alignment against police brutality. Kaepernick has brought a lawsuit against the NFL for blocking him from being signed by any NFL team. Kaepernick has been granted a full hearing on the dispute despite the NFL's efforts to sweep the issue under the rug. The use of Kaepernick has sparked ample controversy and, in doing so, has simultaneously drawn a lot of attention.

THE CAMPAIGN

Nike began the 30th anniversary "Just Do It" social media campaign on August 24th, 2018. The campaign started with minimal social media posts on Twitter, Instagram, and later a video on YouTube, followed by a full-length commercial broadcast on network television during the NFL season.

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Total Posts by NIKE

Twitter

Instagram

August September October

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