NIKE “Possibilities” Brittany Bardo Desean Humbert.

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Presentation transcript:

NIKE “Possibilities” Brittany Bardo Desean Humbert

BRAND PERSONALITY ● High performance ● Innovative ● Serious ● American Icon ● Aggressive ● Cool

“POSSIBILITIES CAMPAIGN”

CAMPAIGN 25th Anniversary of “Just Do It” Inspires viewers to push their limits and strive to reach new goals Inspiration and aspiration Playful scenarios featuring all-star cast of athletes Celebrity endorsement Encompasses all that Nike is about from running shoes to amateur sports teams to all-star athletes Viewers exposed to various Nike products (Flyknit running trainers to the Nike+ watch) Challenges audience to explore endless ‘possibilities’ using Nike+ products and services Strengthens brand image of passion and aspiration Inexplicit promotion for brand extension from clothing to Nike+ services

PERIPHERAL PERSUASION Involves emotion Consumer’s interests Celebrity endorsement creates credibility Trustworthy and expert within field Creates spur of the moment purchases

TARGET MARKET People who are passionate about sports and want to push themselves to achieve more Athletes, sports enthusiasts, & active individuals who identify with sports and fitness as a lifestyle Focuses on lifestyle interests Does not limit by age, gender, ethnicity, or other demographic variables Attractiveness enhanced if they use a brand represented by a desirable celebrity or pro athlete Brand conscious consumers (status symbol and an image) High income consumers who don’t mind the high pricing and appreciate the premier status

POSITIONING ● “THE” athletic wear for serious sports and fitness ● Superior value by utilizing celebrity endorsers to represent their brand ● Various display of products to show functionality and durability ● “Just Do It” slogan communicates idea of competition ● Powerful features of inspiration, respect, aspiration, and passion ● High quality products to be part of an elite class ● High Pricing to target Upper Class ● Using innovative technology in products to be placed above competitors

METRICS ● YouTube Views ● Likes, Dislikes, Shares ● # of Subscriptions ● Surveys ● # of Customers that felt a connection with campaign ● # of Customers that are athletes ● # of athletes from different sports that use Nike products ● Sales ● Revenue