nike she runs the night campaign
TRANSCRIPT
SHE RUNS THE NIGHT
CAMPAIGN – BY NIKE
Presented by:Varuna Singh CMBA4/1454Bitasta Bhadra PGCM4/1407Universal Business School
“To bring inspiration and innovation to
every women athlete* in the world.”
*If you have a body, you are an
athlete.January 25,
1964
Founded
Market
Capitalizatio
n : US$68B
Founders :
Phil Knight
Bill Bowerman
Brand
Endorsers :
LeBron James
Maria
Sharapova
Cristiano
Ronaldo
Campaign: She Runs the
Night
Launched in February
2012Client:
NikeAgency:
Razor
First brand to use
Magento on social
media.
Objective: Brand
Rejuvenation &
Rebranding
Challenge: Find a way
to connect with female
runners and get them
talking about Nike in
running
Insight: Running for young women
lacked something fundamental to the
female psyche; a forum to discuss, share,
achieve goals and overcome barriers
together
Solution: Create a community for young females bound by a
passion for running and use real female runners as the primary
channel to promote and grow the community
SITUATIONAL ANALYSIS
The
Experience
Integrated Marketing Communication – STRATEGY & EXECUTION
ADVERTISING
MEDIA RELATIONS
PROMOTION AND EVENTS
MOBILE APPS
SOCIAL MEDIA
PRINT ADVERTISMENT
Five young women were
chosen as ambassadors, to
help recruit runners for the
race (13-kilometre night race
for female runners) . Their
stories were told in a content
piece, employed across
multiple channels.
The ambassadors’ stories were
placed on posters with QR
codes that activated videos in
environments where runners
congregated and discussed
running or fitness, such as
Fitness First gyms and well-
known running routes.
In 2013 Nike teamed up with Razor Group to release their latest
communications campaign ‘ She runs the night.’
MEDIA RELATIONS
Networked and
recruited within
clubs, societies,
sporting groups,
gyms, sport and
faculties on
campus
Put up posters
across the five
campuses
Sent eDMs to
39,834 students,
and
Used their own
social channels
PROMOTIONAL EVENTS
Helps the user
to stay on
track, no
matter where
She is.
User can also
track metrics
at every mile
with in-run
audio
feedback.
User’s phone
GPS and
accelerometer
accurately
tracks the
distance, pace
and time.
NIKE+ Coach
gives a training
program
Its also helps user to show
off their NIKE+ level color
and amp things up with a
PowerSong at the press of
a button.
Nike Mobile App
Nike did
something great
on social media
that sets them a
part from other
running brands
They utilized
their fans to be
brand
ambassadors.
NIKE+app allows runners to track, share, and compare their
runs. When the app is in use a post is created on the users
social media sites that allows their followers to see they are
using the Nike+ application to track their run. When the run
is done it automatically publishes it on the users social
accounts as well. From the clothing, to the shoes, to the
running app, to social media Nike is literally involved in
every step of the Nike Running fan’s run.
A group completes a 1km rep-
Each ambassador held
weekly run clubs in
different locations around
Sydney
All KPIs and expectations were exceeded:
o A community of 54,762 female runners was built (83%
more than KPI),
o 98% of the digital community,
o positively engaged with Nike (40% more than KPI),
and
o 90% of runners surveyed via Facebook intend to run
the race again 2013 (13% more than KPI).
Fourth quarter revenues rose by 12 % to $6.5 billion, the
largest revenue quarter in NIKE, Inc.’s history.
Campaign won the Best Integrated Media category at the
2012 Media Federation of Australia.
Best Engagement Strategy at the 2012 Festival of Media
Awards Asia.
CAMPAIGN OUTCOME
PERSONALITYConfidentAggressive Energetic
RELATIONSHIPSuccess Just Do It
PHYSIQUEQualityComfortableTrendy Swoosh Sign
CULTUREAmerican Individual Sports & Fitness
REFLECTIONDynamicWinnersBrand consciousFashionable
SELF IMAGEAthlete FashionableFun & Cool
NIKE BRAND PRISM
BRAND EXTENSION
Developed In
Partnership with
Apple
Nike branded iPods
designed for running
Launched the
Athlete - as - Brand Concept
Brand of performance
sportswear and footwear
inspired by Michael Jordan
Deodorants
To break Skateboard Counterculture
Brands of ice and field hockey equipments
BRAND EXTENSION
• www.nike.com
• Kevin Lane Keller, Building Customer-based Brand Equity: A Blueprint
for Creating Strong Brands, Issue 107: Marketing Science Institute
2001
• http://www.statista.com/topics/1243/nike/
• https://www.marketingmag.com.au/hubs-c/she-runs-the-night-
strategy-execution-results-of-nikes-groundbreaking-campaign/
• http://www.ukessays.com/essays/marketing/brand-identity-prism-
kapferer-for-nike-running-shoes-marketing-essay.php