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Nike utilized Youtube when it began to start up as a way to understand their consumers and how they interacted with on the internet and through social media. They moved forward with their research and found creative ways to use social media. Nike had grown to be the largest brand community on Myspace with 50,000 members. With their large fan base, they leveraged this to boost their Youtube video views with Brazilian football player Ronaldinho. The ad resulted in the creation of a specialized Youtube channel for Nike football and the Touch of Gold video went viral with 20 million views.
Nike leveraged their social media presence on Myspace and Youtube they were able to create an effective campaign. The continuing evolution of the online market place allowed for Nike to take risks with the commercial and going a non-traditional route to advertising. However, their digital strategy only grew with the creation and utilization of Facebook and Twitter.
The 2010 Soccer World Cup pressured Nike to leverage Facebook. Much like the campaign on Myspace, Nike had formulated a strategy that would be similar in nature. Nike promoted a new video that could only be viewed on their Facebook page by liking their page.
The leveraging of social media helped gain the attention and earn them new likes on their page. Overall, the campaign for this was successful and should be copied by more businesses.
With the rise of Twitter also brought a new change to the advertising landscape and their #MakeItCount campaign. In 2012, Nike had created the campaign and a single Twitter account that was overreaching in hopes to deepen their relationships with athletes. Their campaign included athletes tweeting and using the #MakeItCount tag to promote their brand and Fuel band product. This campaign was also successful with 66,000 tweets and leading to other hashtags including #counts.
Nike integrates their digital strategy with their social strategy by using their Nike+. The tool allows for users to share their results of how much they worked out. They utilized this feature through creating the different activities as in London when Nike involved their consumers in running to certain places and then share their results. The sharing of the results helps with the promotion of their brand and makes their brand more visible and seem more trustworthy to the consumer if normal people are sharing it to their social networks. Nike can benefit from this by saying they encourage healthy lifestyles.
Nike was able to develop a rich and integrated social and digital strategy through their interaction with athletes on Twitter. They were also fast to react to new technology and did not fear risks even if they did not work out like Jugo. They acted quickly, and utilized their brand communities online. They added incentives to their campaigns on Facebook with making the customers feel exclusive with not sharing the video with others outside their page. The exclusivity of their site, use of hashtags, and the athletes who helped with the promotion increased their brand awareness and growth. Embedding and creating products with online
integration increased their ability for sharing online and encouraging sharing through human 1.0 competitive instinct.
