Nike Marketing Campaign
Identifying an opportunity to reshape Nike’s campaign efforts in a more personal and meaningful way.
Spring 2020
Parsons School of Design | Marketing, Public Relations, and Branding
Services: Public Relations, Branding, Market Engagement, Strategy
Goal
The goal of this project was to research Nike’s current infrastructures and campaign efforts to identify any opportunities to advance their PR, marketing, and branding. After conducting extensive quantitative research, my main challenge was improving upon Nike’s iconic advertising history. Discovering a gap in their communication tactics alongside shifts in the industry presented me with the chance to suggest a different approach.
Quantitative Research: Timeline of Nike’s past ad campaigns
Process
My role as researcher helped identify changes in the habits of the athleisure consumer that conflicted with Nike’s voice and tone, and I proposed a strategy to appeal to this new type of target customer, consistent with the successful marketing tactics of smaller athletic-wear brands. Developing a more personal form of communication for Nike would require more user-generated content, more accurate lifestyle marketing, and a better sense of local brand community.
Quantitative Research: Competitive Analysis within the athletic wear industry
Outcomes
The final proposal for future Nike campaigns was met with approval and excitement. Without changing Nike’s core approach, it was expanded to reach a wider consumer demographic by suggesting localized social media accounts, a new voice and tone guide, and new brand guidelines that would expand Nike’s market share by capturing a broader customer base that included athleisure wearers as well as athletes. My quantitative research and Adobe Illustrator skills helped to see this project come to fruition.
Adobe Illustrator mockup of a new concept for a Nike Instagram account
Below are further visualizations of the project’s process and final deliverables.
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