Strength:
• Brand value
• Profit growth
Weakness:
orders decreased in Asian market
Opportunity:“Just did it” pays tribute to the company’s quarter century of helping everyone becomes an athlete
Threat:• Adidas, Puma,
Reebok• Under
Armour,Lululemon Athletica
Creating a platform to celebrate Nike’s past 25 years of victories and to set the stage for future success for Nike1
Generating positive attention to the “Just Did It” campaign throughincreased media coverage
Engaging all athletes, Nike consumers and all individuals with victories through social media and thus increasing Nike’s socialmedia influence
2
3
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Every person who has a personal victory to share
Social media users who are active and engaged
Everyone who works in the team
Strategy 1. To Engage ‘every body’
to share their victories through
multiple social media platforms.
Tactic 3: To encourage Social Media users of Youtube, Twitter and Facebook
to submit their personal victories
Strategy 2. To engage America to vote for their favorite “Victory Story” and predict
who will be the winner.
Tactic 2: Users can predict the top 3 in the correct order and if correct, will receive their own Nike gift basket featuring apparel and a Fuel
Band SE.
Tactic 3: Promote “Just did it” campaign through featuring the
winner of our #ShareYourVictory Social Media Contest in a “Just did it”
commercial.
Strategy 3. Creating a platform to
celebrate Nike’s past 25 years victories
and the two months campaign.
Niketown
Nike “Just Did It” Jubilee
• When: Saturday, April 12, 2014• Where: Beaverton, Oregon (Nike Headquarters)
• Nike $500,000 Budget• 1) Flights between Oregon to NYC: $600 for
each person, $600*3=$1,800• 2) Magic Johnson: $ 50k• 3) Fuelbands second generation:
$149*200=$29,800 • 4) Media event: $ 120k• 5) Flights for winner to Chicago: $1,800• 6) Team commissions: $50k*4=$200k • Total: $ 403,400
Online Presence – Use social media monitoring tools
Positive sentiment in the media, social media platforms and public
Media channels featuring/talking about campaign
# of participants in program / people who share their victories
Within budget constraints of $500k
On time launch to achieve maximum engagement
Laura: Making my childhood dream of living in New York City a reality. #Justdidit #sharemyvictory
Melanie: Passion & perseverance led me to conquer my fears of singing in front of a crowd & audition for my alma mater's musical landing me the lead role of Mimi in RENT . #Justdidit #ShareYourVictory
Jie: Embrace the new country, 16536 kilometers from home, live by my own. #Justdidit #shareyourvictory
Shuli: Use the NYC law to force my landlord to fulfill his obligation of providing the heating for me #Justdidit #shareyourvictory