Stages Of Nike Campaign

 

 The stages of my              campaign 

            

In this blog I will be covering the four stages I had to go through in order to create my #NikeByYou customizable shoe campaign and to ensure its success. 

Analysis

Development

Implementation

Control

Analysis

Before running any campaign, I needed an insight into the target audience and competitive landscape. The Analysis stage was about collecting data to build a solid foundation.

I have made a SWOT analysis to help me break down the strengths, weaknesses, opportunities and threats of the brand and then I followed by creating a competitor analysis to find out how this campaign can stand out and get more recognition. I also done research on how Nike markets themselves on different social media platforms, which one is the most popular and what type of marketing is done on each platform.

Example: I have discovered:

The main target customers (18–40-year-old sports and shoe enthusiasts) spent most of their time on Instagram and TikTok.

Competitors like Adidas had highly interactive product launches and influencer partnerships. The Adidas social media pages are very similar to Nike when it comes to aesthetic and products.

Development

With insights in hand, the next step was designing the campaign, setting clear goals, choosing the best channels, and creating engaging content.

Example: I developed an Instagram-exclusive campaign called #NikeByMe, where users posted their Nike shoe designs daily for a chance to win the competition I created which gives consumers a chance to have their shoe design permanently sold in all Nike stores . My goals were to:

Generate 50,000 uses of my campaign hashtag #NikeByMe on Instagram

Drive 10% more online store traffic over 8 weeks

I have created:

Eye-catching Ad Mock ups

Key word search engine optimization

A contest to spark participation

Implementation

This stage prepares the campaign for launch. Businesses plan out what each release will look like e.g. social media post by following a content planner. The goal is to get customers attention in the right place at the right time. The analysis and development stage will provide background understanding the team require before they can implement the campaign.

A content planner was created for Nike's campaign launch. It was decided by the marketing team that the campaign would be released gradually. Here is an example of a content planner which I created for the campaign:

As part of the digital marketing campaign, the platforms are stated within the planner with specific features that would be used by the team such as stories, voting polls, feed posts etc. These would play a big part in the success of the campaign.

Control

The control stage is the final stage of the campaign. This stage centers around measuring the success of a marketing campaign using a variety of metrics and analytics. Customer retention is the main goal of any business. This stage helps a business identify if they have been creating the right content for their consumers. Success can be monitored through a brands social media platforms which offer these features or through other performance indicator such as subscription rates, follower growth or bounce rates if you engage in email marketing. Customer relationship marketing (CRM) is a big factor in this stage. It uses technology to manage and monitor relations between the business and its customers.