GROUP 2 NIKE 1
ADV3101
Advertising Creative Strategy
Summer 2014
Group 2
Alexandra Smith
Bianca Strader
Brittney Wright
Rachel Rollins
Kristen Brandt
GROUP 2 NIKE 2
Table of Contents
Creativity Defined
3
Branding
4-7
Research
7-8
Primary Research
8-10
Diversity
10-11
Creative Brief
11-14
Ideas
14-26
Words On Paper
27-28
Radio
28-29
Television
29-33
Direct Marketing
34-36
The Plan
36-38
Alternatives to Traditional Advertising
38
Legal Issues
38
Industry Feedback
38-40
References
40-41
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CREATIVITY DEFINED
Critique the client’s current advertising campaign. Does it meet the definition of creativity as
discussed in this book? What are the strengths of the current campaign? The weaknesses?
According to the textbook creative ads make a relevant connection between the brand and
its target audience, and present a selling idea in an unexpected way (Drewniany & Jewler 2014).
One of Nike’s current campaigns is “Possibilities.” This campaign is effective because it is
trying to persuade the audience to push themselves and let them know that the possibilities are
endless if they “just do it”. The video for this campaign can be found here. Like most Nike
campaigns the message is driven to motivate every person that sees it.
Nike’s new campaign, “Possibilities,” inspires viewers to push their limits and strives to
reach new goals through a variety of playful scenarios featuring an all-star cast of athletes
and guest stars. Digital and social media activations help viewers to #justdoit themselves
through a series of Nike+ challenges. The film begins with the line, “If you can run a
mile, run a race, run a marathon, outrun a movie star (Nike Redefines 2013).
This ad effectively makes connections with a wide target audience. The ad features professional
athletes and actors of different ages participating in various sports or activities to let the viewers
know it is capable of being done. The ad campaign is interactive through social media and
features tweets with hashtags and the goals of some of Nike’s Twitter followers. The ad endorses
Nike products while inspiring the audience to be more active and to rethink possibilities.
The majority of the campaigns that Nike endorses are effective and are the reason it
continues to be the leader in this industry. Group 2 is helping this legacy continue with new ideas
and ways of helping the consumer stay loyal to the brand.
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BRANDING
Analyze the strengths of your brand’s current identity. Repeat this exercise for the competition.
Nike is a sportswear and equipment company. Nike sells its items to professional athletes
or just the average individual who loves to wear athletic apparel. The name Nike, which was first
Blue Ribbon Sports, comes from the Greek goddess or spirit of victory both in battle and
peaceful competition (Nike, 2013). The logo for Nike is the “swoosh;” a very simple graphic that
looks like a slanted check. Carolyn Davidson, a student at Portland State University created the
logo (History & Heritage, 2013). This logo is recognized globally for the Nike Brand.
Nike doesn’t have a signature color that represents its brand. It uses a variety of colors in
its apparel. The original logo is black, but Nike shoes and apparel are provided in a range of
colors.
The tagline for Nike is “just do it,” a very simple but memorable tagline for the audience.
This tagline sends the message that consumers can do anything they set their minds to. It was
perfect for Nike because it is all about motivating and encouraging. Nike’s tagline attracts an
audience with trust, people like someone who is going to push them to do more and that is
exactly what Nike does with its tagline. The consumers can “just do” whatever they set their
minds to, whether that is running a marathon or doing extra push ups.
Nike, Inc. is Nike’s world headquarters (WHQ); it is located in Beaverton, Oregon
(Headquarters 2013). Nikes world headquarters features modern architecture. “[Nike’s] WHQ
reflects the innovative spirit, values and pride of a global company. It’s more than just a place to
work, it’s a comfortable and stimulating environment filled with full-service facilities designed
to help you perform better” (Headquarters 2013). These headquarters are not ordinary, they
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reflect the company’s value and interest in its employee career growth and balance of work and
family. Nike wants its employees to feel the same way they want its consumers to feel, like they
care. So Nike makes its headquarters as amazing as possible so its employees feel comfortable.
There are top of the line research labs and apparel design facilities, and even childcare centers
(Headquarters 2013). Nike also has a European headquarters in Hilversum, Netherlands. The
image below is the Nike, Inc world headquarters in Oregon (Headquarters, 2013).
Nike’s biggest competition is Adidas. And just like Nike, Adidas sells footwear, clothing
and athletic performance products. Adidas’ heritage is German with its brand name being a
combination of the founder’s name; ‘Adi’ and 'Das' from Adi Dassler (Adidas Group History,
2013). Many today have no idea where the Adidas name came from or what it means; which
makes it unique to be represented by its founding father Adi Dassler. Unlike Nikes one logo
Adidas has three.. However, the main thing that sets the Adidas logos apart from other
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companies is the three stripes. The original three stripes has a simple look just three bold
horizontal stripes.. The second was the trefoil leaf; this look was chosen because the company
wanted a logo that represented the fact that their brand was a lot larger and more diverse than it
used to be while still keeping the classic Adidas look (The Adidas Logo 2012). The current logo
of the three logos is the three bars. This logo shows one bar rising higher than the next, giving
the shape of a peak. It is supposed to resemble a mountain, pushing the people who buy Adidas
to push to their limits (The Adidas Logo 2012).
Like Nike, Adidas does not limit its brand to just one color scheme with its clothing or
footwear. The unique thing about Adidas and Nike is that you can customize your clothing or
footwear to be whatever colors you want. Neither company wants its consumers to limit
themselves.
Adidas’ often changes its tagline, unlike Nike that sticks with one tagline. In 2004, the
famous “Impossible is Nothing” tagline was launched with campaigns and endorsements to back
it up. Adidas current tagline is “all in,” which is a new campaign that shows Adidas loyalty to its
consumers. The difference between Nike and Adidas is their company slogans both have
different approaches. Nike’s slogan is simple and consistent, which works for its consumers.
Adidas on the other hand is a little less consistent in its approach.
Adidas headquarters is located in Herzogenaurach, Germany (The Adidas group, 2013).
“Its called the “World of Sports,” (WOS) a former US military base turned campus, is constantly
renewed, extended and modernized over the years to house the growing company and its
employees” (Adidas Group History 2013). Adidas headquarters is often compared to a beautiful
university campus.
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RESEARCH
Conduct primary and secondary research for this client.
What are trends in the client’s industry?
Based off Group 2’s research industry trends in footwear and apparel design are
specialized styles that reflect the individual sports. Consumers are focus on looking good
while working hard at whatever they are doing. Other trends are designing footwear to
enhance a more comfortable feel for walking and running shoes.
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How does the client compare to its competitors?
Nike doesn’t compare to its competitors. There is really no true competition
because Nike is the best. Nike is known worldwide, not just in the United States.
What do consumers think of the client and its competitors?
Through primary and secondary research, we found Nike to be one of the top
brands of clothing and footwear through our target audience.
What real or perceived differences make the client special?
When professional athletes endorse Nike, it helps Nike to be more globally known.
Primary Research
Survey: Nike
“This is a survey for Nike, there are 10 multiple choice questions to answer. Please select the
answer that best describes you.” As a group we had 50 individuals take our survey to help with
our campaign strategy.
1. What age range do you classify?
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21-29 = 33 respondents
30-39 = 12 respondents
40-49 = 4 respondents
50-59 = 1 respondents
60+ = 0 respondents
2. What is your gender?
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Male = 8 respondents
Female = 42 respondents
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3. I own Nike clothing.
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Yes = 47 respondents
No = 3 respondents
4. How often do you purchase Nike?
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Very Often = 23
Often = 17
Not Much = 9
Never Have = 1
5. I am more concerned with style when being active?
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Yes = 40 respondents
No = 10 respondents
6. Do you feel that Nike makes clothing for slimmer individuals?
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Yes = 35 respondents
No = 15 respondents
7. I wear active wear even when I am not being active?
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Yes = 46 respondents
No = 4 respondents
8. I like the prices of Nike Sportswear?
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Yes = 19 respondents
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No = 31 respondents
9. I am more motivated to do active things when wearing Nike.
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Yes = 38 respondents
No = 12 respondents
10. I would recommend Nike to a friend.
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Yes = 48 respondents
No = 2 respondents
Analysis:
From this survey, it is obvious that Nike is a very well known brand and is also owned by
a majority of people. More individuals are concern with the style of Nike than actually doing
active things. However, Nike does actually make people want to become more active in their
daily lives. According to the survey more people do not like the prices of Nike but will
recommend the brand to a friend. This survey is the reason behind Group 2 wanting to make a
campaign that would want to help encourage women to get out and do active activities regardless
of their weight or size.
DIVERSITY
Does the client’s current campaign reflect diversity? If so, does it do so in a positive way or does
it perpetuate stereotypes?
Nike’s current ad campaign “Possibilities” has redefined its slogan “just do it.” They are
taking the “just do it” campaign a few steps further by encouraging people to push themselves to
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their limits. It shows positive diversity with its ads by showing different ethnicities both males
and females.
These are all pictures from the “Possibilities” campaign. You can see that diversity ranges all
the way from basketball to bullriding. It is important to develop a campaign that is going to
appeal to a diverse audeience. Nike includes a variety of nationalities in its pictures. It helps by
avoiding the typical stereotyping that is usually seen in sports apparel ads. The stereotypical ad
would most likely show a male playing basketball or football. The diversity shown in Nike adds
encourges unlikely contenders to wear Nike.
Creative Brief
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Why Advertise Nike: The goal of advertising Nike is simple, Nike needs to remain a dominant
leader in the industry. It is important to remind consumers that Nike is not only for professional
athletes but for everyone. “Our mission is to bring inspiration and innovation to every athlete in
the world. If you have a body, you are an athlete.” (Nike Inc. 2014). Nike strives to motivate
athletes to push themselves to achieve their goals. The advertising purpose is to persuade
consumers to choose to purchase Nike for all of their athletic needs.
Target Audience: The advertising campaign is designed and generated to appeal to active
women ages 21-29. We chose this age group because they have purchasing power and generally
are conscious of their bodies and fitness. According to our primary research, our target audience
wears athletic apparel multiple times a week. They based their purchases on trends and brand
recognition. The goal is to bring attention to those who are involved in the trending lifestyle. It’s
all about raising awareness and attention.
What Does The Target Audience Think About Nike: According to the primary research, the
target audience believes in Nike as the brand leader for athletic apparel. When women ages 2129 purchase Nike they believe the merchandise is well worth the money they spend. We found
that Nike has many brand loyal consumers. Consumers are proud to be a part of the
internationally recognized brand. They understand that it caters to athletes who are not
professionals. Nike is a brand that empowers those who believe in its mantra, “just do it.”
What Does The Target Audience Think About The Competition: Through primary research
it was learned that Nike’s competitors for athletic apparel are brands like Adidas and Lululemon
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Athletica. In regards to competition internationally, Adidas dominated the European market until
Nike started to break into soccer and gain dominance (RealVersus, 2012). Even though Nike has
strong competitors internationally, in America, people still follow Nike’s motivational and
empowering messages. Especially when it comes down to making the final decision and
purchasing the brand. The target audience understands that Nike has been the brand leader for
generations. It is understood that the competition is not an issue to the Nike dynasty.
How Do We Want To Be Perceived: The name Nike comes from the Greek God, Nike who
exemplifies and symbolizes victories and triumph’s (Britannica, 2014). It is important that this
idea continues to represent this mentality and everything the brand stands for. We stand by our
brand and are dedicated to motivating our consumers to reach their goals. We want our brand to
stand out and above its competition. The global sports apparel market is set to grow to $178
billion by 2019 (Business of fashion, 2014). More and more women are wearing active wear as
everyday street wear. Nike wants to dominate the trend for these women, and to be perceived as
the trend to follow.
What Do We Want the Target Audience to Do: We want our campaign to remind our target
audience when shopping for athletic apparel that Nike is always the answer. We want them to
understand that this is not just a brand. We want our consumer to understand and believe in the
quality, trends and loyalty we represent. The goal is to spread the message and mantras of our
brand through the audience to their peers, co-worker’s and family. We want women to stand
together and purchase our brand not only for our authentic apparel but to remain consistent in the
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belief that you can do anything, as long as you “just do it.” We want the target audience to
continue to spread the word of our quality merchandise.
Strategy: Our strategy is aimed towards mass communication, whether it be social platforms or
word-of-mouth. It needs to be seen, heard and believed by all women. We want women to
believe that through Nike and our reliable merchandise they can achieve their goals. According
to our primary research we already have a brand loyal audience. It is our job to stay on top of our
game and keep their interest. When our female consumers put on their Nike apparel we want
them to feel empowered. We want them to know that they can accomplish anything. When they
look down and see that swoosh, they are reminded to get out there and “Just do it.”
What Are the Mandates: We cannot change the corporation’s multination slogan “Just Do It.”
The Big Idea: The big idea for our brand and campaign is have women consumers ages 21-29 to
feel comfortable in relying on Nike to empower and motivate them to achieve their goals. We
want our consumers to consciously remember that Nike is the brand that will get them through
their next workout or weight-loss goals. The big idea is for our women consumers to continue to
purchase our brand, because Nike is a family that believes in standing together and conquering
all odds.
IDEAS
Using the creative brief you completed in the previous assignment, develop 20 ideas for ads for
the client. Present your ideas to an industry professional for feedback.
20 Ideas for Nike ads:
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1. The visual will show women competing athletically. Cross Fit is new type of workout
that many people are starting to join, women included. The testimonies of women
who have tried Cross Fit and have seen incredible results can be heard around the
nation. This ad targets women because it shows that women can become strong. The
copy will state, “The person you thought you were is no match for the person you
really are.”
2. The Nike campaign is to target normal women, not just professional athletes. The
visual will show women having fun while working out. Even though these women are
not professional athletes, there an inspirational aspect of the visual being portrayed.
The copy will state, “If you want to go far, go together.”
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3. The visual shows an extremely fit young adult. This print ad targets Nike’s target
consumers; the woman’s age is within 21-29. The copy will state, “Greatness: Is
wherever somebody is trying to find it.”
4. The idea for this print ad came from that women find it hard to find someone to
workout with, so running with a dog is a great option. The visual portrays a woman
working out with her pet. The copy will state, “Run with a friend.”
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5. The visual will be of a young woman getting her workout done early. In the visual,
we wanted to incorporate the sunrise to get the motivational morning message across.
The ad targets women between the ages of 21-29, because the woman running is
clearly young and fit. The copy will say, “Sometimes there is no finish line.”
Additionally, we will incorporate the Nike logo.
6. This ad speaks to women and friends working out in groups. The ad speaks to women
that are determined to be in shape, stay fit, while advertising support from your
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girlfriends. The ad is neat and clean and the camera angle is unique. The copy will
state, “Go Ahead. Take the stairs.”
7. The visual portrays women who fall into our target audience. It shows the women
before they work out all wearing our athletic apparel line. The copy commands the
consumer to “Stay on track with Nike Fit.”
8. The visual of this ad is two young women holding a plank. We wanted to incorporate
factual information to draw attention. This ad motivates consumers how to hold that
plank for an average time of their favorite songs. This is creative because it shows
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that almost anyone can do a plank a day, and it does not take too much time or effort.
The copy will state, “Hold a plank for the length of your favorite song each day.
That’s about 0.2% of your day.” We plan to check the statistical information in order
to give a sharp, on-point average.
9. The visual will show women wearing Nike’s athletic apparel. As the women are in
the midst of a workout, the copy is intended to bring attention to the importance of
finishing your workout. This ad showcases our target audience. These women just
finish running, so that is why we chose the copy, “It’s not about how you start, but
how you finish.”
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10. The visual for the ad will promote brand loyalty. We wanted to portray old Nike
shoes to encourage our consumer’s dependability. The copy will state, “Something
was tearing me up, so I tore up the road.”
11. A visual that shows hundreds of women coming together and running for the same
marathon will be portrayed. It is important to show women are supporting the brand
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together. Nike swoosh visual will be added to their clothing and an additional
headline will state, “Run with Nike.”
12. An image of women in their soccer cleats will be merged with another Nike logo. The
brand is being highlighted with teamwork. The copy will state, “Keep Calm & Train
Dirty.”
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13. The image will portray two women relying on each other’s support for Acro-yoga.
The copy will state, “If you fail, we fail.” The copy will motivate viewers to “Live
Nike Strong.”
14. The women in the image are ethnic in order to reach a diverse audience while still
maintaining our target audience. The copy will challenge the viewers to come
together and “Challenge Each Other.”
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15. The image will show a young woman running in dream like visuals. The copy will
read, “Nothing is over until you stop trying.” The copy will also motivate “Let’s turn
it up.” Additionally, logos will be added to her clothing to ensure the viewer of her
clothing choices.
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16. The image shows women in their late twenties excited and smiling on a trolley. The
visuals will be created to make the trolley seem like it is quickly moving. The copy
will state, “People don’t take trips. Trips take people. Join our adventure.”
17. An image showing a silhouette of a girl running as the wind blows through her hair. It
seems as if she is running through historical boundaries, hence going on a running
journey. The copy will state, “All around the nation, women are saying yes, join us.”
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18. The women in the image will be doubled and placed like she is running against
herself. The background will be changed to a mountain range. The copy will state,
“Who are you racing against.”
19. An image of women running up the mountain range trusting in Nike’s athletic apparel
line to workout in as they run out doors. The copy will read, “Race with Nike to the
top.”
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20. The visual for this ad shows a plus-size model attempting to hold the forearm
scorpion yoga pose. The copy at the top will read “Fitness is not measured in lbs.”
Now, for the bottom tag line we want to highlight and remind our consumers to “Just
do it.” Additional, visuals will be added as we plan to incorporate the Nike logo.
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WORDS ON PAPER
Taking the best idea developed in previous assignment, write a copy for a print ad and describe
what the visual will look like.
A visual of hundreds of young women coming together and choosing to run together for a
positive cause in Nike’s athletic apparel: workout shoes, pants, tank-tops and shirts. The visual
will portray women wearing all types of athletic apparel with the Nike logo in sight. The copy
will read, “We start as a group, and finish as a family.” The women will be running towards the
finish line that has the Nike swoosh, because it will motivate the women to complete their goals
together as a group. It does not matter if they started alone; they are finishing with a family.
Since we have used and incorporated women of different walks of life, we will be
reaching our target audience of women the ages 21-19. These women care about their body,
minds, and reminding them that Nike will always the brand to rely on. The visual will show
women empowering each other to accomplish what they all started together at the finish line,
while representing and wearing our brand. Although running is a mental battle, the women see
the Nike swoosh and are motivated. It’s a reminder of how many women choose Nike’s
comfortable apparel.
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RADIO
Determine if the idea for your print campaign can translate effectively into radio. If the print ad
relies on a visual to be understood, will you be able to communicate that image through sound?
If not, develop a new concept for radio, still following the creative brief you completed in
Chapter 5 assignment. Then write a 30- or 60 second spot.
Our print idea can translate into a radio spot effectively. It is all about accomplishing
something as a group. We believe the concept can be conveyed through sound effects, an
announcer and different voices of women. It is something we believe that can be translated from
words into a painted picture in the listener’s mind. I think that our message is clearly perceived
through our radio ad; because we will have the women mention our brand.
GIRLS “Nike”: 60
SFX:
CHORUS FROM RUN THE WORLD (GIRLS) BY BEYONCE AND FADE
UNDER
ANNCR:
Nike is running against all odds with you.
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VOICE 1:
I never thought I could reach my weight loss goals, but I knew I wanted to join
the race.
VOICE 2:
I saw all the other women running alongside with me, supporting and running
towards their own personal goals.
VOICE 3:
I knew I just had to do it. The was no stopping in this race
SFX:
WHO RUN THE WORLD (GIRLS)
VOICE 2:
My mind wanted to stop.
VOICE 3:
Then, I saw all the women running with swoosh’s.
VOICE 1:
I remembered I was running with Nike and I wasn’t alone.
ANNCR:
We start as a group of women and finish as a family. Run with Nike.
SFX:
END OF SONG
TELEVISION
Determine if the idea for your print campaign can translate effectively into television. If the print
ad uses long copy, will you be able to communicate the same points into a visual medium? If not,
develop a new concept for television, still following the creative brief you completed in the
Chapter 5 assignment. Then, develop a storyboard for a 30-second spot.
Although our print ad relies on visuals, it can easily translate into radio as well as a
television campaign. We can communicate exactly what we need to for our television concept
while still following our creative brief. Regardless of the copy, our intentions are to motivate our
audience. Staying genuine to our fitness trends and target audience is important to our campaign
as well.
VIDEO: Shows a crowd of women waiting to start the marathon.
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SFX: YOU CAN HEAR THE CROWD ROARING.
ANNCR (VO) (FEMALE VOICE): We start as a group.
VIDEO: Still anticipating the start, they begin to be still.
SFX: The crowd starts to silence.
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VIDEO: The race begins, the women take off.
SFX: GUNSHOT HEARD AT THE BEGINNING OF THE RACE.
VIDEO: You can see the excitement and motivation on the women’s faces.
ANNCR (VO): We encourage each other from the start.
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VIDEO: The race progresses further down the road.
ANNCR (VO): We stick together along the way.
VIDEO: The women approach the finish line.
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SFX: Cheering and roaring from the sidelines
ANNCR (VO): We finish as a family.
VIDEO: Swoosh symbol on black background
ANNCR (VO): Nike, Just Do it!
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DIRECT MARKETING
Develop a direct mail piece for your client. A letter with an envelope will work best for
such clients as credit card companies and non-profit organizations who need longer copy
to make their pitch. A catalog makes sense for retailers and business-to-business
organizations. Postcards work for restaurants, hair salons, and other service-oriented
clients who don’t need much copy to remind consumers that they’re ready to be of service.
Develop a site map and look for the home page that reflects the new image you’ve
created for the client.
Nike Catalog:
Nike is a retail company and the best way to showcase its products is through a catalog
that would be mailed to its customers. The catalog will only be mailed to those customers that
sign up for Nike’s mailing option. It will also show mostly women’s clothing but feature some
clothing for men and children. The catalog will be mailed out in the beginning of summer
because that is when our target audience (women ages 21-29) will be looking for new summer
gear to keep them cool for themselves and their family. During the summer more people have
free time to work out and because of the weather, more people are outside. The catalog will
come with a free Nike water bottle and will offer free shipping for purchases that exceed $75
when ordering online or through mail.
The catalog will target everyday women, so it will focus less on sports but more on
women that have a daily workout routine. It will be called Nike Summer 2015 and the concept is
that it is summer and women are wearing bright colors while working out. Most of the pictures
will feature women working out at the beach. The front cover of the catalog will feature a group
of women running on the beach early morning. The catalog will be divided into different sections
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on different styles of workouts. The sections will be running, yoga, cross-fit, and gym. The
women in the catalog will be wearing clothing and accessories that pertain that workout regimen.
The running portion of the magazine will feature a page about Nike’s latest running shoe, Nike
Zoom Air Pegasus 31, and a page of all of Nike’s different running shoes. There will also be
pages of women running in different bright summer athletic wear such as, Nike watches,
sunglasses, water bottles, hats and headbands. There will also be a page that features Nike+
FuelBand running app and a page on Nike SportWatch GPS. The yoga segment will have women
doing beach yoga wearing bright yoga clothing. This will also include different yoga mats, Nike
watches, hats and headbands. For CrossFit the magazine will have women doing CrossFit
wearing Nike clothing. There will also be a page that features Nike Free 1.0 Cross Bionic, a
CrossFit shoe and a page about Nike+ training app. For gym wear the magazine will have
women wearing colorful Nike clothing on the treadmill, lifting weights, in a gym class. All
different Nike gear will feature cellphone cases, watches, water bottles, towels, headbands, hats,
sweatbands, gym bags and fuelbands. The end of the catalog will feature men’s clothing and
children. The last page will be an order form and the code for free shipping for purchases over
$75.
Website:
Nike’s US website loaded quickly and was easy to navigate through. The home page was
distinct and full of information about Nike’s latest products. The advertisements offered links
directly to the products they were promoting. On the home page there were also several tabs
taking you to various parts of the online store.
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Nike is one of the easier websites to navigate through. It was very easy to find specific
products on Nike’s website. There are general categories to click on, for a more refined search
there is a search box. A feature on Nike that makes it easier for consumers to “get the look”
made finding various outfits on Nike easy. They have so many trendy products; by having a
guide it helps consumers chose clothing they will look great in causing them to buy more
products.
Develop Site Map:
The site map will stick to the basics. At the top the tabs will be: men, women, children,
Nike Sports wear and sale. Under each tab will be: shoes, clothing, sports, Nike ID, feature,
collection, and customize. At the bottom of the homepage will be tabs for help, orders, register
with Nike and find stores.
Home Page:
The homepage will be a picture of six women in Nike’s CrossFit clothes all lifting
weights. At the bottom of the picture the words “make your body work for you” will be
displayed. The women will all be wearing different assortment of bright clothes and gear, so
CrossFit shoes and tights. The purpose is to capture the consumers attention with the bright
clothes and to rethink how to workout.
THE PLAN
Develop a plan to get consumers texting, tweeting, and liking your brand. Create a few sample
tweets for your brand.
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Social media is the most interactive advertising platform Nike can use to connect with
the consumer. There are various ways for Nike to generate a buzz about their brand through
texting and Twitter.
Texting: The first and most important step in establishing texting advertisements is to
receive consent from consumers to receive texts from Nike. Nike needs to give consumers
incentive to give us their phone numbers. To do this Nike can offer a coupon to consumers when
they first text Nike. For example 20% off your purchase or an opportunity to purchase exclusive
items if you are a part of texting. After consumers accept texts from Nike they will continue to
receive text promotions. Text can be inspiration photos, hints on new release items and
occasionally discounts in stores or online.
Tweeting: Using Twitter gives Nike the ability to reach out to consumers and respond to
tweets. The more Nike tweets the more they will be seen on consumers’ accounts. More
importantly Nike wants consumers to retweet or tweet back. To do this Nike can take a similar
approach to texting. Tweeting about the launch of a new product to build suspense, offer
discounts for retweeting, and gaining consumer involvement by asking them to share stories
related to Nike.
Examples:
“When has Nike been there for you? Tell us and receive 10% off you next Nike purchase.”
“Are you ready for the fitness game changer? (INSERT SUSPENSEFUL PHOTO)
“Today Only 10% off on our Nike website!”
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“Tweet us your favorite Nike frees!”
ALTERNATIVES TO TRADITIONAL ADVERTISING
Determine which alternatives to traditional advertising work best for you.
Nike is known for helping athletes achieve their greatness. Forms of advertising where Nike’s
logo can be represented as well as seen as an aid to athletes can be used at popular sporting
events such as marathons. Nike can donate cups with its logos and slogans on the cups. The cups
will hold the water given out to runners during the race. Nike helps all athletes even those trying
to get started another ad Nike can use is logos in various sporting stores by the women’s shoes.
On the Floor there will be an advertisement. It will consist on two Nike footprints about to cross
a start line. On the top left it will read “Your First Step to Crossing the Finish Line” then the
bottom right will read “JUST DO IT” with the Nike logo.
LEGAL ISSUES
As a group, we did not break the law when making this campaign. We did not portray Nike in a
false and also referenced our work.
Industry Professional Feedback
Our group chose to confide in Georgia Compton an intern at Burdette Ketchum. With the
help from her supervisors there, Georgia provided us with tips and ideas for creating and
reconstructing our ads. Burdette Ketchum is an advertising agency located near the San Marco
area in Jacksonville that provided us with fast and responsive tips alongside positive as well as
GROUP 2 NIKE 39
constructive criticism. In reference to our 20 Nike print ad ideas, the creative group Compton
worked with produced great suggestions for our assignment.
Compton returned a list to us of the ad ideas they believed were going to be the most
effective for selling our brand. The first thing they pointed out was the grammatical errors on our
print ads. They told us that was vital to run a successful campaign. The favorite concept picked
was number eleven. The strongest tip suggestion was to change what the copy would read. So
instead of the bottom line saying finish as a group of friends, they expressed that maybe we
should change it to family. Also, we brought along our creative brief. We wanted everyone to be
on the same page. This made the direction we were trying to take clear. It was suggested that any
women’s marathon should show passion and dedicated but the Nike logo needed to be in plain
sight.
According to Compton, the images our group chose for thirteen were among favorites in
the office. The concept “If you fail, we fail,” coinciding with Acroyoga was popular because
yoga is now trending among young adults.
Another admired ad was sixteen for the image and concept. Yet, our feedback suggested
working with the text and changing the color schemes to make the ad more effective. The text
blends in with the picture so it was suggested we change the font and outline the words, because
the text is drowning in the visual.
For the fifteenth ad, the copy that read “Challenge each other,” it was suggested that we
edit the placement of the copy. They wanted us to have some fun with our ads and realize that
there are so many different ways we can recreate a single concept. It was encouraged to add the
Nike logo in order to make sure the brand is noticed. The importance of showing the logo was
GROUP 2 NIKE 40
stressed because this was one of our ads that needed a little more improvement than some of our
others.
The simplicity of nineteen was popular but they wanted to see more vibrant colors. For
example, changing the color of their running shoes because Nike is well known for the bright
and bold footwear they produce. We were told to mess around with the saturation as well as hues
in order to bring attention to the ad, without taking away from the simplicity of the concept
“Race with Nike to the top.”
With plenty of advice given to us by Compton and her supervisors we understand that our
ideas that seemed so premature were great. We appreciated the positive feedback that was
received. Overall, Compton and her supervisors were so helpful to our group and left us feeling
positive about the 20 ad ideas we created.
References
About Nike, Inc. - The official corporate website for Nike and its affiliate brands. Retrieved from
http://nikeinc.com/pages/about-nike-inc
adidas group history. (2013). Retrieved from
http://www.adidas-group.com/en/group/history/
Adidas – impossible is nothing: the beginning. (2012, July 11). Retrieved
from http://thisisnotadvertising.wordpress.com/2011/07/12/adidas-impossible-is-nothingthe-beginning/
Drewniany, B.L., & Jewler, A.J. (2014). Creative Strategy in Advertising. Boston, MA.
GROUP 2 NIKE 41
For the active wear market, there’s nowhere but up. (2014). Retrieved from
http://www.businessoffashion.com/2014/01/activewear-lululemon-nike-hm-sweatybetty.html
Headquarters. (2013). Retrieved from http://nikeinc.com/pages/contact-nike-inc
History & heritage. (2013). Retrieved from http://nikeinc.com/pages/history-heritage
Nike. (2013). Retrieved from http://www.theoi.com/Daimon/Nike.html
Nike Redefines “Just Do It” New Campaign. (2013, August 21) Retrieved from
http://nikeinc.com/news/nike-evolves-just-do-it-with-new-campaign
Nike Versus Adidas. (2012, April 20). Retrieved from http://realversus.com/nike-versusadidas.html
Stark, T. (2012, July 11). The adidas logo. Retrieved from
https://www.logaster.com/blog/adidas-logo/
The adidas group World Of Sports. (2013). Retrieved from
http://herzo.adidas-group.com/ - working/places/WOS