The Analysis of a Campaign of Nike
The Analysis of A Campaign of Nike “The Good Stuff”
Name: yuanyi zhao
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Contents
1. Abstract……………………………………………………………2
2. Introduction……………………………………………………….2
3. The campaign of Nike “the good stuff”…………………………3
4. Analysis the campaign ……………………...……………………3
5. Effectiveness………………………………………………………12
6. Conclusion………………………………………………………...13
7. References…………………………………………………………14
8. Figure references………………………………………………….15
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The analysis of a campaign of Nike “the good stuff”
1. Abstract
Nike launched a campaign called “the good stuff” to promote youth people running, then promote the product Nike+ that cooperate with Apple. This campaign includes TV commercial, poster and Facebook fanpage. This commercial have lots of good comments online. The aim of this report is to analyze the reason why this commercial successfully, and analyze the brand strategy the Nike used, the value of this report is to give some argument about Nike’s strategy, and give the reason why Nike play this strategy succeed.
2. Introduction
Figure 1 Nike logo Nike, is an incorporated company that designs, develops and markets worldwide athletic footwear, apparel, equipment and accessories (Gowda, 2010). Nike plays a leading role in this area in the world. Bill Bowerman and Philip Knight set up Nike in 1964, and at first it called Blue Ribbon Sports. In 1978, Blue Ribbon Sports changed the name to Nike. Nike has a wide variety of products, and it markets these products under its own brand, such
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as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding etc. In this campaign, which called “the good stuff”, the product involved is Nike+. While, in this campaign, Nike did not mention any information about this product, it just expresses some motion and sprite to audience.
3. The campaign of Nike, “the good stuff”
This campaign, Nike focuses on stimulate youth people to run, and they use an unusual way to reach this affection, Nike plays a
Name: yuanyi zhao
0
Contents
1. Abstract……………………………………………………………2
2. Introduction……………………………………………………….2
3. The campaign of Nike “the good stuff”…………………………3
4. Analysis the campaign ……………………...……………………3
5. Effectiveness………………………………………………………12
6. Conclusion………………………………………………………...13
7. References…………………………………………………………14
8. Figure references………………………………………………….15
1
The analysis of a campaign of Nike “the good stuff”
1. Abstract
Nike launched a campaign called “the good stuff” to promote youth people running, then promote the product Nike+ that cooperate with Apple. This campaign includes TV commercial, poster and Facebook fanpage. This commercial have lots of good comments online. The aim of this report is to analyze the reason why this commercial successfully, and analyze the brand strategy the Nike used, the value of this report is to give some argument about Nike’s strategy, and give the reason why Nike play this strategy succeed.
2. Introduction
Figure 1 Nike logo Nike, is an incorporated company that designs, develops and markets worldwide athletic footwear, apparel, equipment and accessories (Gowda, 2010). Nike plays a leading role in this area in the world. Bill Bowerman and Philip Knight set up Nike in 1964, and at first it called Blue Ribbon Sports. In 1978, Blue Ribbon Sports changed the name to Nike. Nike has a wide variety of products, and it markets these products under its own brand, such
2
as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding etc. In this campaign, which called “the good stuff”, the product involved is Nike+. While, in this campaign, Nike did not mention any information about this product, it just expresses some motion and sprite to audience.
3. The campaign of Nike, “the good stuff”
This campaign, Nike focuses on stimulate youth people to run, and they use an unusual way to reach this affection, Nike plays a
References: Gowda, K. (2010), “ introduction to Nike”, , viewed 13 November 2011 Saatchi & Saatchi, (2011)，“New Nike Campaign From F/Nazca Saatchi & Saatchi”, , viewed 13 November 2011 Magnus Söderlund, Micael Dahlén, (2010), "The “killer” ad: an assessment of advertising violence", European Journal of Marketing, Vol. 44 Iss: 11/12, pp.1811 – 1838 Brown, T Vincent, L. (2002a), Legendary brands, Chicago: Dearborn trade publishing, p.30 Vincent, L. (2002b), Legendary brands, Chicago: Dearborn trade publishing, p.40 Vincent, L. (2002c), Legendary brands, Chicago: Dearborn trade publishing, p.84 Scott, M Guo, G. (2011), “Nike “addiction” commercial speaks to its target younger audience”, , viewed on viewed 13 November 2011 8 Figure 1 available at google.com, , viewed at 13 November 2011 Figure 2-7 available at YouTube.com, 2011, < http://www.youtube.com/watch?v=XPTpEkdceic>, viewed at 13 November 2011 Figure 8 available at Nike Corre Facebook fan page，2011, , viewed at 13 November 2011 Figure 9 available at Nike #CIOSADABOA, 2011, , viewed at 13 November 2011