Just Do It Social Media Case Study: Nike


Just Do It Social Media Case Study: Nike

Nike is a powerhouse athletic gear brand no doubt. Their brand image is recognized around the globe and consumers both love and trust their products. Personally (and with full disclosure), when I need a new pair of running shoes, I look to Nike. Lately I’ve been on the hunt for a more fashion forward pair of athletic shoes, and all I want is a pair of Nike’s throwback Air Max 95s. They’ve built a culture through their slogan, “Just do it,” and seamlessly combine style and athletic purpose in every design.

Nike’s motivational message and dedication to design was MADE for social media. At the bottom of their website, Nike lists Twitter, Facebook, Instagram and YouTube as their social media platforms. Nike is able to capture the inspiration given by professional athletes such as Michael Jordan along with the motivation provided by non-athletes who complete their goals. A great social media campaign they recently released was about comedian Kevin Hart training for his first marathon. The videos were motivational because they allowed customers to view a non-traditionally athletic person, Kevin Hart, utilize Nike products to reach his athletic goals. Nike understands, better than most brands, that it is not about their shoes but rather the experience that their shows offer, and the Kevin Hart campaign is a perfect example of this.

Twitter: 7.39 Million Followers

Nike tweets about once a week, if not less. Their content is filled with imagery and videos that help define the Nike brand and create awareness amongst followers. The Nike page is also filled with retweets of posts from their sponsored athlete. These Nike sponsored athletes post pictures and videos of their successes, sport and everyday life while wearing Nike gear. In many cases, having influencers wear products could feel unnatural and staged. However, Nike seems to be mindful about their overall strategy to sell through inspiration and chooses authentic influencers and imagery.

Nike’s tweets combine sports education, news and brand awareness seamlessly. However, their posting cadence is slow. For such a large company in the fast-paced industry of sports, we believe they should be tweeting at least three times throughout week. Nike has the world of sports and a large number of athletes at their fingertips, which should allow them to tweet significantly more than they currently are. This is necessary for Nike to stay relevant on Twitter while competing for attention. Currently, both Reebok and Under Armour are tweeting almost every single day with similar content to Nike. With this incredibly competitive environment, Nike is focusing on producing incredible content which is wise. We would just like to see more of it.

Facebook: 30,118,436 Likes

Nike’s Facebook presence is similar to Twitter, however it has a more inspirational feel. Instead of focusing on sports news and athletic education, Nike uses their Facebook page to share inspirational athletic stories while still highlighting their sponsored athletes. Their audience on Facebook is incredibly engaged and each post tends to get thousands of shares and likes. I’m giving Nike a gold star for keeping their content Facebook specific, however they still have a slow posting cadence! On Facebook, Nike is posting less than once a week, which is hard to justify. When I noticed that nothing had been posted between February 16th and March 1st, my jaw LITERALLY dropped, and I’m pretty sure the barista watching me became concerned. Good. He should be concerned. From a content marketing point of view, this lull in updates is unacceptable. I am the first person to argue for quality over quantity. However, Nike can’t tell me they don’t have access to quality content every single day…. Heck they could probably create a quality sports related post every 5 seconds if they so desired. Come on Nike, just do it. (Advisory: Think Media Consulting does not recommend Nike or anyone else, for that matter, posts on Facebook every 5 seconds. Lydia simply wanted to acknowledge Nike’s ease of access to tons of great content.)

Okay, carrying on… On Nike’s defense, they made a killer comeback on March 1st with a 2 minute “Choose Go” video about how the earth stopped turning on it’s axis and was put back into motion by every human running in the same direction, while simultaneously wearing Nike shoes. The video incorporated Nike sponsored athletes such as Kobe Bryant, Edinson Cavani and more jumping out of helicopters, running through walls and joining the movement to get the earth turning again. The video also featured Kevin Hart starting to run in the wrong direction, which was funny because it’s Kevin Hart. The inspirational aspect of this video was that the entire “running to get the world turning” movement started with a single young lady lacing up her Nike’s, wanting to make a difference.

Here’s the link… https://www.facebook.com/nike/videos/10155886264428445/

Instagram: 76.3 Million Followers

By just glancing at Nike’s Instagram, viewers are met with captivating images filled with determination, creativity and inspiration. More than half of Nike’s Instagram posts are videos that are entertaining and deliver value to their viewers. Nike’s posting cadence is more acceptable on Instagram with a new post every few days. Nike continues to use Kevin Hart as a motivational character by sharing his athletic journey through the hash tag #ChooseGo. In a video posted just a couple of days ago, Kevin is running on a treadmill inside of a moving glass truck. While driving around Las Angeles, he yells at pedestrians and fellow drivers through a microphone connected to the treadmill. At the end of the video he says, “You’re either honking because you love me, or honking because I’m stopping traffic. Either way I’m going to take it as support.”

https://www.instagram.com/p/Bf3pdO7gJUU/?taken-by=nike

Nike should keep up with posting great video content as their followers are engaging more with videos than images. While Nike didn’t have a story posted at the time of this blog being written, we know they utilize this platform because they have three stories saved at the top of their profile. This is a great way for them to get attention from their followers and seem more relatable to their audience.

YouTube: 726K Subscribers

Nike is utilizing this platform well. Nike posts new videos almost every week that range between 30 seconds to an hour. The videos contain brand education content about new products, interviews with athletes and inspirational commercials. This is a useful platform for them to reach customers searching for more in depth educational and entertaining content. Along with the Facebook “Choose Go” video about the earth stopping, they released more videos for the same campaign featuring different athletes and celebrities. Their latest video is a tribute to Serena Williams who ends a video featuring her career by saying, “There’s no wrong way to be a woman.” https://youtu.be/Ripg_LfJIeM Well done Nike! Well done!

Keep up the inspirational content, Nike. We see your strategy and wish to see more content consistently. Just do it, please.


 


Share This Article...


Comments

Post has no comments.
Post a Comment
Captcha Image



Create content that drives leads, sales and revenue. Download our FREE Quick Guide, The Best Content Assets for Each Stage of the Buying Funnel. Download Quick Guide

Recent Posts

Tags

Nike social media strategy how to increase Facebook organic reach social media selling repurposing content social media users video marketing engagement email marketing personalization social media tactics video storytelling lead generation tips email marketing strategies content marketing strategies customized content social media for business virtual reality content marketing and video relevancy score social media influencers video and social media social media engagement content marketing tactics loyalty marketing tactics remarketing tactics personalized content social listening social media strategy social media strategies lead generation and social media lead generation strategies Facebook Isn't Instagram email marketing segmentation conversion stage video tactics social media and fake news Facebook organic reach decline buyer's journey IBM social media campaigns storytelling and content marketing social media statistics social monitoring social influencing search engine optimization tactics emotion-driven branding facebook advertising content strategy video marketing strategy reputation management Micro influencer brand benefits buyer funnel referral marketing benefits quality content and social media search engine optimization for business Nike and content marketing how to make compelling video customer retention Facebook Messenger Groups cause-based marketing Twitter statistics Facebook Messenger ChatBots Virtual Reality advertising brand voice direct to customer strategy retargeting strategies brand affinity virtual reality marketing case study Nike video strategy Facebook organic reach 2018 Cross platform marketing utilizing Instagram natural products and ecommerce Dior's virtual reality user generated content

Get Updates

Captcha Image

Archive


Endorsements

Amy Butler

I’m incredibly grateful to have had the opportunity to collaborate with Shahla. She is a thoughtful, sincere and wise guide who is gifted with balancing heart work and life missions with the business of sharing the inspirations with a larger audience. She is a study in grace and wisdom and someone who leads with vision and spirit.

Amy Butler
Blossom Magazine

Eric Shanfelt

Shahla is one of those unique individuals who truly understands and cares about the success of her clients. She understands strategic marketing, but isn't afraid to dive into the hands-on tactical details. She's able to match the right tactics for each client's needs to give the best ROI possible. On top of all of this, Shahla is simply one of the nicest people I've ever had the pleasure to work with. I would recommend working with her in a heartbeat.

Eric Shanfelt
Digital Media Executive

Janis Crowley

Shahla is one of the savviest and most accomplished media professionals that I've ever known. She can communicate the big picture while creating and executing successful media strategies that align with marketing objectives and budgets. Her talents and business acumen are exceptional. Shahla is a unique and valuable asset for any organization.

Janis Crowley
Senior Account Executive at NewBay Media

Lisa Hodge

Shahla is highly skilled at increasing revenue through innovative and thoughtful media strategies. She helps her clients get results. More than that, Shahla truly wants her clients to succeed. That makes her invaluable.

Lisa Hodge
Assistant Vice President at Dex Media

Nate Frick

I had the pleasure of working with Shahla for two years, and know her to be a results-oriented business strategist who cares deeply about the success of her clients. She is professional, detailed and always comes prepared. I can't recommend Shahla highly enough.

Nate Frick
Vice President of Engineering & Operations at Wayin

Scott Owen

Keeping up with the ever-evolving pace of digital media and information services is a natural process for Shahla, and a unique strength for connecting with professional marketers. Shahla quickly uncovers needs, creatively addresses solutions, and successfully delivers results…time and time again.

Scott Owen
Vice President at New Hope Natural Media

Think Media Consulting - Denver, Colorado
THINK : INNOVATE : GROW

383 Corona Street
Denver, CO 80218
PH: 720.213.8069

GET UPDATES
Captcha Image

Copyright © Think Media Consulting.