MKT 265 Full Project

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Southern New Hampshire University *

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Marketing

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Feb 20, 2024

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Southern New Hampshire University MKT 265 Final Project Milestone One MKT 265: Final Project Milestone One The Brand’s Use of Digital Marketing: Nike Elizabeth Hauck Part I: Social Media Platforms Nike is the largest athletic shoe and apparel company in the world and is an esteemed brand among professional sports businesses and athletes. The symbolic logo and “Just Do It” slogan has become well known in pop culture and is one of the most well-known brands worldwide. Nike impressively dominates the market even with several strong competitors including Puma, Adidas, and Under Armor. Success comes from their marketing strategies that build connections with their consumers, create a story behind the brand, and offer both unique and quality products. With this in mind, it should come with no surprise that Nike dominates on social media platforms as well. Nike has had strong digital media strategies from the beginning. Although each social media platform seems like a small aspect, it is apart of a much larger social marketing effort that has been extremely success in building loyalty with the brand. Nike has (108) Facebook pages, (104) Twitter handles, (16) Instagram accounts, (41) YouTube Channels, (1) SnapChat, (1) TikTok, and (1) LinkedIn account. They link platforms to together and use each site for specific purposes. For example, Facebook is

Southern New Hampshire University MKT 265 Final Project Milestone One their main platform, Twitter is for quick updates and information, Instagram is for compelling photos that relate to the audience, YouTube is for video content, and LinkedIn is their professional profile. Each account hits a different audience, in a different way. Nike always produces compelling content for their social media platforms, that aren’t necessarily a hard sell on their products. For example, the “Dream Crazier” campaign that highlights women athletes who have broken barriers in professional sports world and brought athletic women together to chase their dreams and inspire the next generation. It is evident that Nike product is being worn throughout the campaigns, but the campaign is really to build an emotional connection with their audience and address real life problems. This is called emotional marketing as there is a message to target specific emotions and feelings and persuade the consumer. This type of advertising is important because it makes the brand more memorable, and the audience connects and trusts it more because it appeals to their emotions and makes the brand relatable to them. As I researched the different platforms, they mainly focus on featuring athletes and their inspirational stories or quotes. It also covers many societal and environmental issues that play factors in Professional sports. For example, on May 13 th , 2022, Nike posted on Instagram with Colin Kaepernick and Les Hijabeueses at an event to defend women playing competitive football. They use highlights and hashtags to show support on issues around the world including discrimination. It is rare, but when they highlight certain

Southern New Hampshire University MKT 265 Final Project Milestone One product, they do it in a way it doesn’t affect the strong presence they’ve built on their platforms. However, Nike’s Snapchat is different than other platforms. Nike was the first brand to ever sell on Snapchat, and users have the opportunity to “try on” items through augmented reality. This is just another example of how Nike paves the road for other brands/companies and affectively markets and connects to consumers on all levels. It is no doubt that Nike is an inspiring brand and dominates in the industry. They are aware of societal and environmental issues and take that into consideration when building campaigns out. They use respected athletes, artists, and influencers around the world to connect and draw emotion to the target audience. They truly care about their image and who they bring in to be a part of the image and the brand. Highlighting retirement Nike did a shoe collaboration with Kobe Bryant, called “Kobe AD” shoes. This line was a huge hit with consumers as they would often be sold-out within minutes of release and Nike couldn’t produce enough product to meet the consumers demands. The line recently came to an end in 2021 after the tragic death of the star athlete. Customization is also offered with Nike, as a consumer can customize Air Forces as long is it brand appropriate. However, with the good comes the bad, and a few years ago Nike sued the creator of Lil Nas X customed “Satan Nike Shoes” as it tarnished the brand. Nike experienced a ton of social media backlash for this, and consumers even tried boycotting the brand for a while. Nike is very strict when it comes to brand control, who represents them, and what products have the distinctive

Southern New Hampshire University MKT 265 Final Project Milestone One logo which is why the brand is known as authentic and is successful in the industry. Nike’s Digital Marketing aligns with the overall brand because all activity online has shown the authenticity of the brand and builds loyalty with addressing societal and environmental issues and highlight like-minded artist, athletes, and influencers to bring a story to the brand. They know who their target audience is, how to market them, and how to keep loyal to the brand. Nike builds connections with consumers with being an active partner in issues in today’s world like discrimination and global warming. This is strategy will continue to help them dominate the industry and hit business goals. Part II: Evaluating Digital Marketing Campaigns Nike’s Social Media Strengths The target market of Nike are consumers from the ages of 15 to 50 years old, with a gender ratio of 67% men, and 33% women. Although they have shown undeniable success in their social media strategy across the board, the three platforms that have offered the most success rates are Instagram, Facebook, and Twitter. According to data 25.4% of Facebook Users are between the ages of 25 to 34 years old, 18.5% from 35 to 44 years old, and 13.8% from 45-54 years old. 30% of Instagram users are between the ages of 18 to 24 years old, 31.7% is 24 to 34 years old, and 15.8% are 35

Southern New Hampshire University MKT 265 Final Project Milestone One to 44 years old. 17.1% of Twitter users are 18 to 24 years old, 38.5% are 25 to 34 years old, and 20.7% are 35 to 49 years old. This data is aligned with the Nike’s target market, and it is proven they take this into consideration when marketing on each platform. The brand is overall doing very well on digital media. Each platform is tailored to a specific audience and has a different message. For Nike’s Instagram accounts, it is customized for more of a younger demographic with compelling photos and meaningful stories, quotes, and addresses environmental and societal topics in today’s world. Traditional marketing in the sense of pushing a product on younger demographics doesn’t necessarily work. The type of consumer is looking to purchase from brands that are true with their ethics and morals and Nike has done an incredible job with connecting with their Instagram audience and building a loyal customer base. For Facebook, it is targeted to their middle-aged consumer and operates as their main hub. This is the platform where they share new product launches, any collaborations with celebrities or influencers, and does “Shoe of the Week” shares. This fits the age bracket for Facebook users as this type of user is looking for fun updates and not necessarily controversial or strong stories or messages. They also connect strongly on this platform with the right audience, just in a different way that is more aligned with this specific audience and tone. Lastly is Twitter and it is a mixture between the Facebook and Instagram target market. On this platform it is mostly used for

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