A brief introduction of the company and product that includes an overview of where the product fits into this market in relation to its competitors (i.e. what are their Unique Selling Points (USPs) vs this product?).
Based on the evidence of this campaign what problem/issue/customer perception are they trying to overcome and what message are they trying to get across to consumers?
Objectives
State what you believe are the communication objectives of this campaign.
Target Market
Using segmentation theory, clearly describe the target audience and create a profile of who they are (use geographic, demographic and psychographic descriptors).
Brand Equity
With reference to the literature, describe the brands personality and discuss its fit with the target audience. Also assess the level of brand equity overall using equity measures proposed in the literature.
Campaign analysis
Describe the media the company used in the campaign and outline how they integrated them together (pay particular attention to any written, spoken or visual cues they used).
Assess how appropriate both media and execution were for this target audience and propose any other media you believe could have been included to increase effectiveness (and state why).
The campaign relied on customers providing content (co-creation) to increase engagement. Discuss the strengths and weaknesses of this approach and recommend any changes you feel would enhance it.
Conclusion
Write a clear and concise summary of the document.
Bibliography
Bibliography of all sources. Ensure you use the university referencing style.
NIKE SHE RUNS CASE STUDY
Case Study
2012 Best Integrated Media Campaign Winner
Title: Nike She Runs Agency: Razor Client: Nike
OBJECTIVES Research showed that Nike was the top consideration for female runners but Asics was seen as the running specialist and the brand most likely to be recommended to others. Razor set about changing this perception and its media task was to find a way to connect with female runners and get them talking about Nike in running. The strategy was to use female runners as the primary channel to promote and grow the community channel imperatives.
CAMP AIGN Razor needed to create physical running communities for authenticity, while digital communities were needed to match young female social behaviours. Mobile interactivity was essential given high usage by runners and advertising was placed in female worlds, not running worlds.
The conversation was ignited through Nike’s social media channels to create a 13-kilometre night race for female runners, which would be the anchor to build the community around. Young runners were solicited to be the voice of the brand and Carly, a young runner, was appointed as the community manager to bring a youthful voice to the Nike She Runs Facebook page. Her posts brought authenticity to the community and led to some of the highest engagement across her Facebook posts. Women were encouraged to share their running experiences with both Nike and their fellow fans. A smartphone app was designed to provide inspiration and motivation and it had live, shareable content generated by Nike and runners.
Ambassadors across multiple channels were recruited who each had content made about their story, which was then used to recruit other women. Razor sought out where runners congregated and discussed running and fitness, then placed ambassadors in those environments with QR code-activated videos in Fitness First gyms, posters on well-known running routes and a partnership with Cosmopolitan magazine which included an editorial feature on night running, advertising, website integration and a running workshop. The approach was replicated within universities, recruiting more ambassadors, while the Nike database was used for eDMs.
RESUL TS The campaign exceeded all expectations and KPIs. Razor built up a community of 54,762 female runners, 98% of the digital community positively engaged with Nike and roughly 90% of the runners surveyed via Facebook intended to run the race again next year. Nike hit its sales targets easily and sold out of key shoe styles.
JUDGES’ COMMENTS Creating an ongoing brand participation program that people were willing to pay for is a phenomenal result for Nike. The community centric integration strategy was first class and a great demonstration of the power of people authenticity.
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