nike just do it campaign case study

11 0 obj #Jc7T%*80FaS*b/isDiK&i!d.U((\Mag3u4[ 23 0 obj 22 0 obj They've turned heads, they've shown their brand mentality and they have got people talking about them. Mini-case Study: Nike’s “Just Do It” Advertising Campaign. [/Separation /PANTONE#20652#20CV 23 0 R 44 0 R ]endobj Nike's "Just Do It" campaign is by far one of the most successful ad campaigns, even till today. <>stream <>endobj 20 0 obj "Advertising Campaigns: Great Campaigns." "Don't ask if your dreams are crazy. %���� %PDF-1.4 16 0 obj <>endobj Are you looking for a job in 1CallGroup? Gould, Thomas. Web. ... /Scroll for next case study. @M4,_m/,5L2+#;2mT%'UhXVcb,ImZ(6Aerp252A/KfTb@!_H6Po%rkn,'gJccqXOp 9 0 obj << /Linearized 1 /O 11 /H [ 1179 218 ] /L 44102 /E 38138 /N 3 /T 43805 >> endobj 10 0 obj The ad, part of Nike's 30th anniversary "Just Do it" campaign, has outraged many. 8 0 obj j`umbf[D*I*,`(tK#k?#ZiRf&j"+C3?e5fF>hPJ`a#LYhj7?XbR+\a=3]ZOjQ[)r&t0GNG+[A>Q!X"5ac=de]m^+Cn,UrZ_fCbq3Q,Osj6ea'-*KG_Y@_ Unless you haven’t signed onto social media, looked at any major news site or stood by a water cooler in the past three days, chances are, you’ve heard of Nike’s new 30th anniversary campaign for “Just Do It.” As well as the face of the campaign, Colin … The phrasing reflected the corporate culture and advertising approach, which was a take-no-prisoners assault on the inactive and lethargic. Late into the ’80s, they started to tackle every demographic. !gN3KSht^/q#9)lKFG/8eng_3t)]iHP14!rcBFC1/77l?+h-9. The US sportswear company Nike have had a sizeable number of factories based in China for many years. H�lWے۸���R㔄!x�����T�r*���+e�DBiE�����ON E�]�[+b���>}�x�]��"�`��*g�ə�c�l۬vX�?< V�@�`�v\>�;vP�F���پ#�2T�S-KfN����QK���a�Ɠ�����rt J�9��L�36���4��y/�e��o�RnM�I0�d �\�pF ����[ߕ�-�� �?��׽cQ�8 *-Fr623!l The campaign’s rallying cry invited Nike users to share their dreams to be visualized as a tiny dot in a sea of others forming the iconic Nike swoosh. Nrd@b\!AN4FkH.fkM5A.S2dgI`P#d^`9fVf'*_s*J=k+dn-0+ Nike “Just Do It” Campaign Meaghan Carter-Morris Valdosta State University The campaign I decided to research was the “Just Do It” campaign done by Nike. This week they celebrated the 30 year anniversary of their "Just Do it." <>endobj Nike has done it again. Later on it was renamed as Nike on 30 May, 1971. The spot, released on May 29, serves as the company's response to George Floyd's murder and subsequent protests around the world. The Brand Brief Behind Nike’s Just Do It Campaign. This paper will discuss all aspects of Nike's persuasive campaign. This essay " Nike ‘Just Do it” advertising campaign" analyze Nike's commercial and why it become so successful. -OIj,SI*(sICL\3/6qS7Wh+Xuk1[]'e7`>GZ/9n@r0Dsq!_,VtOe9H!_H>J&PA$_$ 6 0 obj ;NAT(WWo:=X1(@%P/_mc.H8!3c#bsZHSOpX3qaiHQ0h!7.R1s)4i>Kh6uum"4>`QtdlZLiGjU/s,>pMOR-UJS$]mqk All the products which Nike markets are Nike Blazers, Nike Dunk, Nike Skateboarding, Nike Pro, Air Max, Foamposite etc. Late into the ’80s, they started to tackle every demographic. The ad copy reads: "Believe in something, even if it means sacrificing everything." Google Store. >*OLNLaof2Qj%WL13!qDcgD_!U'GECG^J;5[4oU#[23m3_(eeL-A)4'c!I=]k]P(/ 9/4/2011. (+(cc#h>LZpIZ:nqb[/&B=N!,0=iNf+b?,gk,\*AhEoJ+_RYnH(=R[rDs2$,W1b/O`>c?p;_c?tXAE`%k\$)/ZC.k0JI#WY-b#dPc [/CalRGB <>]endobj 7 0 obj <>endobj (m`P4isIj8(LUYn:d$L+5]$>:,jHk);*#/hF-;RT09,G$4Y,1K`MI);'[#c\.IXD_ <>/ExtGState <>/ColorSpace <>>>endobj This all culminated into a perfect storm during the ’90s, at which time, their market share jumped from 18% to 43%, and their sales exploded from $800 million a year in 1988 to upwards of $9.2 billion in 1998. B>Ig3O-hUH 17 0 obj 15 0 obj Getting the books mini case study nike s just do it advertising campaign now is not type of challenging means. According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. d3j3VrpSY*XL5%+^1h'mdg9%HPSq+MjRfh2g5bOIR:Clh@S[//0%DNA_"\>h *-Fr623!l @\F3#i5"TaC#r.2QZ+F_ffDh:jME3;=K1eb4[h`Y)qU'oFh=dX4+4,DnHV CDL7!ETgg1(]">j.c#/2mX9nCi:sJ=RV4tT5Kr.Q#Q(iaX9Fa``Dn",&[8kE[uOXY 13 0 obj Although the headquarters is based in Oregon, USA, the ... Mini Case Study Nike S “Just Do It” is a Nike Company’s Lebo and campaign that targets at getting every person to lose weight by joining a sport, running miles and essentially not being lazy. �V��������}���-/�V�jm�Q-,]�o�}7��?��H� �(q���Tw�goe�>( �kfNJ>Q��jt���]#(e��:�=h�F�-.s���S���i#u�f_�э��x1kv��g� ��c[��+3��A%��eʹYd�>�8���Ow�?�� �7�#x�6! ]o*!Q\$s7@^r\]r%8@]$J"ThT3uRF*kmSHo5A5-J0*oU/Nkl(`2mpIJO*:V^;SQ3: <>endobj v0���0�ض�������������*�i����-m �[�^E ��6��:���_�DD,ʜ}�+ܮ���݆�Qi&�F��s��"�m�u�7�4�=cuy����L��D�L�y3"�~k��I�ϰ��F3����������~�F��F6'�-��y����;���L��L�=��[���`��D�4.x��f�������q�z���l�х�…��3 <>endobj The rest, as they say, is history. Products are no longer just products they move beyond the functional meanings. According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. 5 0 obj Case studies on successful brand development are always interesting. We worked with one of Nike’s retail agencies to bring new concepts for advertising and brand campaign initiatives for the upcoming NBA season. 9 0 obj << /Linearized 1 /O 11 /H [ 1179 218 ] /L 44102 /E 38138 /N 3 /T 43805 >> endobj 10 0 obj 15 0 obj v0���0�ض�������������*�i����-m �[�^E ��6��:���_�DD,ʜ}�+ܮ���݆�Qi&�F��s��"�m�u�7�4�=cuy����L��D�L�y3"�~k��I�ϰ��F3����������~�F��F6'�-��y����;���L��L�=��[���`��D�4.x��f�������q�z���l�х�…��3 The brand marketing campaign that defined Nike. <>endobj 2 0 obj BJJ!Q"!bEsNKD,. !gN3KSht^/q#9)lKFG/8eng_3t)]iHP14!rcBFC1/77l?+h-9. ����&bQ������ C�F>K� <>endobj [/Separation /PANTONE#20540#20CHC 23 0 R 43 0 R ]endobj <>/ExtGState <>>>endobj H�lWے۸���R㔄!x�����T�r*���+e�DBiE�����ON E�]�[+b���>}�x�]��"�`��*g�ə�c�l۬vX�?< 13 0 obj They had bags of content that they could've used for it, not to mention sports stars. Lydia simply wanted to acknowledge Nike’s ease of access to tons of great content.) 20 0 obj 14 0 obj SST1L%:_Kgm-.L_%#1nSDLM&i!< WOR7/7*i==Hak?p4Si.g-V;%(c"?a/+XGeua_h1SrH.WU7]?`I,3_4'F <>stream 24 0 obj Furthermore, they tied their brand to smart, humorous and cool advertising, and made sports apparel cool to wear when, well, you weren’t being active. Nike launched a massive, international advertising campaign reprising their signature call to “Just Do It TM ” in partnership with Nike athlete, Colin Kaepernick.. <>endobj 'KI>H"[bQ#]Vk=*bV:$TVWO&FGJ3G_E1hMW,$-HHm"MCY`oeiWie)+h)&P4*Eo#&U j`umbf[D*I*,`(tK#k?#ZiRf&j"+C3?e5fF>hPJ`a#LYhj7?XbR+\a=3]ZOjQ[)r&t0GNG+[A>Q!X"5ac=de]m^+Cn,UrZ_fCbq3Q,Osj6ea'-*KG_Y@_ <>stream [/CalRGB <>]endobj Dive Brief: Nike's "For Once, Don't Do It" ad was perceived as empowering by 60% of respondents in a recent Ace Metrix study shared with Marketing Dive. "Mini-case Study: Nike’s “Just Do It” Advertising Campaign." Ever wondered how Nike’s world famous tagline came into being? <>endobj ��ݫ����":FA��Cd��]�֬k��l8*�tHe/�n4L�S������;����6C�_�Y��-vʁI& This means that the campaign urges people never turn back or answer back to the advertisement because a person has to just do it. Created by Wieden & Kennedy in the late 1970s/early 1980s, this campaign aimed to overthrow Reebok's line of sports apparel because it had a much more robust share of the market, thanks to the explosion of general exercise enthusiasm amongst women. 12 0 obj ��ݫ����":FA��Cd��]�֬k��l8*�tHe/�n4L�S������;����6C�_�Y��-vʁI& <>endobj M+9.3H]b]sN3G6P45.hrQ`2d]UJo0*Y6#V43fS\UTU(rH1WPs*,Z8?85#]ZYU_-]X [apH/)T@LB>329?]*iqbEX!gY/SH5/Ff&bX$B-9[PY.ojG)b06n,?SL*s! They did this on their “Just Do It” campaign, purportedly coined during a meeting of executives between WK and Nike (“You Nike guys, you just do it.”). The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, from 1988 to 1998. Cp2k)VBkN_RYRb(pOq5((=@9]b?n#@11,-qW8 The ad found that the general population of consumers ages 16 to 49 perceived the spot as more empowering than … [/Separation /PANTONE#20652#20CV 23 0 R 44 0 R ]endobj 23 0 obj For the 30th anniversary of Nike’s “Just Do It” campaign, the sneaker brand made a risky move by taking a stance on a fraught cultural topic. Since then, Nike has faced some backlash by fans boycotting brand products, but these reactions represent only a fraction of Nike’s customer base. Online, people threatened boycotts and posted videos and photos of shoes set on fire, Nike gear thrown in the trash, and swoosh logos cut out of products. 22 0 obj <>endobj 1g@onEcr?sop84Ii>DR32&9mUkJkUh8Wkp#,uOam&Ne1RWhYkoGi+F[a\Fc_jRJ&LhDU1p65 Y8=RknEkOOEV\qVDmOZRY8>[0p%/TPXacKY#sRCjj`db*OsWg^nG^c They did this on their “Just Do It” campaign, purportedly coined during a meeting of executives between WK and Nike (“You Nike … 25 0 obj <>endobj Ask if they're crazy enough." Print. We worked with one of Nike’s retail agencies to bring new concepts for advertising and brand campaign initiatives for the upcoming NBA season. This specific campaign started around August 24th. �[��&�;��;��Y�?At��p�UeU��X��(3�T�q@�s����f��./�!���2g�|� L��U�;W_Y���X}��-`�3���C�ڐ���k�7��Q�/��d2r�;A���q�^�%ޫ/���RD���T�}�d� In September of 2018, Nike unveiled their 30 th anniversary “Just Do It” campaign, featuring prominent athletes such as Serena Williams, LeBron James, Lacey Baker, and Odell Beckham Jr. Also featured in the series is former San Francisco 49ers quarterback turned activist Colin Kaepernick, who has been a controversial figure since early August of 2016 when … 0rPC1\m^C-eWObAj.`R]>ua2S[8`2M^+D?,Hq1c@[email protected]$qZZa5XYSW_*H?T2Jqo3;KO V�@�`�v\>�;vP�F���پ#�2T�S-KfN����QK���a�Ɠ�����rt J�9��L�36���4��y/�e��o�RnM�I0�d �\�pF ����[ߕ�-�� �?��׽cQ�8 endstream endobj The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his "Just Do It" Nike slogan to Gary Gilmore’s last words: "Let's do it." This is an unquestionably easy means to specifically get lead by on-line. endstream endobj First, the company wanted to gain brand awareness and recognition during the fitness craze in order to gain market share in the American market. Mini-case Study: Nike’s “Just Do It” Advertising Campaign According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. 19 0 obj According to Nike company belief, one of the most famous and easily recognized slogans in advertising history was created at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. There are more than 980 shops in Nike worldwide. !9`Dm%J8@^VaKbA3YW"BT:F$1Bbf";:tFe6IXo/a)*AB0dC+a\YrbefM@0"\?NtL) M+9.3H]b]sN3G6P45.hrQ`2d]UJo0*Y6#V43fS\UTU(rH1WPs*,Z8?85#]ZYU_-]X Kapner, Suzanne. 2=:h2)F$EdOj"o_ZA5=.FSNjo=XK#8[#k([AMc;(->=BW# October 22, 2014 Just Do It. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to “do your own thing”. 8;V^q9p=!D;>MbI)-b 18 0 obj we will be happy to have a chat :). “Just do it” and the Kaepernick controversy, however, are core to the Nike brand. ?Z-1aqR Their tagline is “just Do It” with a swoosh logo. XsPt3-bXi]2~> 1 0 obj <>endobj 8(`(Mjh&qipu[.:4"9H8cL1? <>endobj <>endobj 14 0 obj Analysis Of Nike Just Do It Campaign 2978 Words | 12 Pages. slogan. Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. 16 0 obj Mini-case Study: Nike’s “Just Do It” Advertising Campaign. �ud����6z]>����;�v�@pz��u6�F��݉_yRX�]#����&K�m�b�T��t]�UWײ�mod��� &I :L4.aL`/? 21 0 obj Case Study PDF | Additional Case Studies. Come on Nike, just do it. )��[k(��L8C�����fWS�;I�˃�-b�}y��Y�_��uOTY"*�59��y("��WXߡ����G[���o�E`��N���wᬢ m^#��`�:�Z4>Q�]Oʮ5��[e,��6E�a5v}�X��5�#;��Z����pDՈ�\�j�ȹ��q&� ="-��nt�5�M�Rz��o�3���a쉗�F� �2^�Y���K�U �V��������}���-/�V�jm�Q-,]�o�}7��?��H� �(q���Tw�goe�>( �kfNJ>Q��jt���]#(e��:�=h�F�-.s���S���i#u�f_�э��x1kv��g� ��c[��+3��A%��eʹYd�>�8���Ow�?�� �7�#x�6! <>endobj }����l�J=݄�8ʊ�*�tr� ;6VaM$$OslaKC=r:o[kXn)kb[Bq=$ 25 0 obj The slogan was coined in 1988 at an advertising agency meeting. 8(`(Mjh&qipu[.:4"9H8cL1? 24 0 obj 0n-cm>l8eDiB73:fET4+Y&8r'EH\l4/]ZidhCo'*JO>JLNh!Orj&M0efOo[]OXSO3 �ud����6z]>����;�v�@pz��u6�F��݉_yRX�]#����&K�m�b�T��t]�UWײ�mod��� &I [/Separation /PANTONE#20540#20CHC 23 0 R 43 0 R ]endobj At the time being, Reebok, the biggest competitor of Nike Inc. tried to compete with them in term of sales, but Nike Inc. has proved that their - Just Do It campaign has been successfully implemented. la,CgO[F5,^+>1BY6rggXK%t2pnWYZ;&e(?. This marketing campaign case study placed a focus on Nike celebrating the 30th anniversary of their iconic "Just Do It" tagline. Nike – Barcelona kit deal is about 155 million $ for each year. #Jc7T%*80FaS*b/isDiK&i!d.U((\Mag3u4[ Just do it, The company slogan was made in 1988. “Just do it” – the tagline could sum up all the greatest values of brand which is … }����l�J=݄�8ʊ�*�tr� I^-9iajR4L76tMi1,i6#L1YN=lP:ub`7ALr394dINp,>a%K2IG2-:.e&McT;Ljm`S XsPt3-bXi]2~> Case Study 3: Nike's "Just Do it" Campaign. n@149bq^;]4C-4+_HO!KT3*ttC+#F(W3$f;! ����&bQ������ C�F>K� J-e2dftY\4(8A^mV94p4Y7?RNbRK7kd"N2Qkm8/*=ipJqL9'"j7IgP/jc@e6 <>endobj Nike aimed at attaining several objectives with the ad campaign. \ٰEE�y�-x!��g\ �x�8��w]�xWw��,l"�ҁg�'���y���Ѱ�>tʰ7]]}�iX�[ 4 0 obj ]A3r^!8Qr@a[+r&25>XU\YQX&b_m#o\!FJm/>dP1uaM;?V The Just do it campaign included three advertisements in which a young athlete by the name of Bo Jackson was involved in. Created by Wieden & Kennedy in the late 1970s/early 1980s, this campaign aimed to overthrow Reebok's line of sports apparel because it had a much more robust share of the market, thanks to the explosion of general exercise enthusiasm amongst women. 7 0 obj 18 0 obj 4176 endobj More than 25% of athletic footwear is dominated by Nike. [Case Study] The Content Sprout Method: How to Use Strategic Content Marketing to Grow Your Traffic From 0 to Millions Nike's Influencer Marketing Strategy What distinguishes Nike from other shoe brands is that it taps into the power of influencer marketing the smart way. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. �[��&�;��;��Y�?At��p�UeU��X��(3�T�q@�s����f��./�!���2g�|� L��U�;W_Y���X}��-`�3���C�ڐ���k�7��Q�/��d2r�;A���q�^�%ޫ/���RD���T�}�d� While some can see this stance as principled and brave, others are more cynical, like this USA Today opinion writer , who says the campaign undermines itself: “The company’s new tag line for Kaepernick is: ‘Believe in something. 'KI>H"[bQ#]Vk=*bV:$TVWO&FGJ3G_E1hMW,$-HHm"MCY`oeiWie)+h)&P4*Eo#&U 4176 endobj !$X?=@0[*j>?>^*\d,J?`TsA!E <>/ExtGState <>/ColorSpace <>>>endobj 17 0 obj 12 0 obj <>/ExtGState <>>>endobj endstream endobj Many sports teams and high profile athletes are being sponsored by Nike. @\F3#i5"TaC#r.2QZ+F_ffDh:jME3;=K1eb4[h`Y)qU'oFh=dX4+4,DnHV <>endobj Dan Weiden, speaking admiringly of Nike’s can-do attitude, BJJ!Q"!bEsNKD,. This one on the genesis of the Nike “Just do it” campaign provides great insight from someone who was Nike’s Director of Marketing Insights & Planning at the time, Jerome Conlon. 21 0 obj Nike delivers innovative products, experiences and services to inspire athletes. ��ԂT�r$��u�P,�E���6z��G�� GhOttHtuI5AY-8Q>SSL;FT2%c[LODRXK6'$ 11 0 obj (Advisory: Think Media Consulting does not recommend Nike or anyone else, for that matter, posts on Facebook every 5 seconds. Center for Applied Research. \ٰEE�y�-x!��g\ �x�8��w]�xWw��,l"�ҁg�'���y���Ѱ�>tʰ7]]}�iX�[ <>endobj Nike Just Do It Campaign. <>endobj 1 Physical fitness became cool—and wearing the right shoes turned into a fashion statement. Just Do It is a trademark of shoe company Nike, and it is one of the core components of Nike's brand. In 2014-2017 Nike spent 100$ every second on its marketing campaigns. ��ԂT�r$��u�P,�E���6z��G�� I n 1988 fitness gear giant Nike launched an extremely successful ad campaign titled “Just Do It” that helped catapult its market share in North America from 18 percent to 43 percent in just one decade. 6a$,LG;\Y#N48\E!`n);OImUVA(_f\6XNqM&kYt8R*b+Y$0?uK!Dg(+qFk,L=_A5c#]IW.s%4dkK0G2X6sE2,R-Lc@]6^>>dLf"_HX31&b&Kh-5E6FC In 1988 the slogan that we all know today “Just do it” was introduced as a way for Nike to build on its momentum from their “Revolution” campaign. 0n-cm>l8eDiB73:fET4+Y&8r'EH\l4/]ZidhCo'*JO>JLNh!Orj&M0efOo[]OXSO3 19 0 obj 9Ij-N!t5m0McOb-@@4%$0TDQR? <>endobj -OIj,SI*(sICL\3/6qS7Wh+Xuk1[]'e7`>GZ/9n@r0Dsq!_,VtOe9H!_H>J&PA$_$ Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references. Nike has succeeded to transfer their inspirations to every single purchaser. <>endobj Named after the Greek goddess of victory, it is no surprise that Nike has been one of the most successful sports apparel franchises in history. You could not abandoned going as soon as book accretion or library or borrowing from your connections to open them. File Type PDF Mini Case Study Nike S Just Do It Advertising Campaign Case study: Nike production in China . <>endobj )��[k(��L8C�����fWS�;I�˃�-b�}y��Y�_��uOTY"*�59��y("��WXߡ����G[���o�E`��N���wᬢ m^#��`�:�Z4>Q�]Oʮ5��[e,��6E�a5v}�X��5�#;��Z����pDՈ�\�j�ȹ��q&� ="-��nt�5�M�Rz��o�3���a쉗�F� �2^�Y���K�U Just do it. 8;VFid;mu2')Vh0_`Z(C,Roj"81"kH8\mKY[j2JW?pLe"?u`dd;7sZ&Me%uG <>stream The “Just Do It” campaign was so powerful that people began to contact Nike with personal stories about how they “just did it,” whether it was quitting a dead-end job or taking up a healthier lifestyle. Nike, with the help of their long-time marketing partner <>endobj ײ������>���~ޱ�<1A�j,!��t�K�K�۲W4�����ŤD���w~>�@{3�҉��;���&]��]���JI���S�����Z\{��. ;R`G[K%poB0V_=lDo7[`,kX4DK\6e]c:el_$2$A^Rb[,jT8hHK;:D_cGbC))X&rA&$3 Mini-case Study: Nike’s “Just Do It” Advertising Campaign. Here’s some background information. d3j3VrpSY*XL5%+^1h'mdg9%HPSq+MjRfh2g5bOIR:Clh@S[//0%DNA_"\>h The brand was born through the collaboration of Oregon track coach Bill … (2006). 3 0 obj "With Sneaker Glut at Stores Easing, Nike Is Slowly Getting Back on Its Feet." When this happened Nike’s bottom line got a boost. ?9`,,j`\/0SD?PjgaB^ubd7tlCTn*27eH>plu@hKQ2p""F;F5k#HO:eb!;=9SjSX? 8 0 obj ײ������>���~ޱ�<1A�j,!��t�K�K�۲W4�����ŤD���w~>�@{3�҉��;���&]��]���JI���S�����Z\{��, H.fkM5A.S2dgI`P#d^`9fVf'*_s*J=k+dn-0+ Nike is considered the world’s largest sports merchandise manufacturer and has been in business since 1972. Wanna look cool? $.trBP$<2E <>endobj

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