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Confidential

NIKE GET SCHOOLED


SUMMER SOCIAL MEDIA CAMPAIGN

BY: DIONNE ROCKWELL


Nike
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Drockw2@lsu.edu

TABLE OF CONTENTS
EXECUTIVE SUMMARY

CLIENT COMMUNICATION CHALLANGE


CAMPAIGN RECCOMENDATIONS
COMMUNICATION OBJECTIVES
TARGET AUDIENCE
MEASURING AND EVALUATING

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1
2
2
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CAMPAIGN

UNDERSTANDING TARGET MARKET


GET SCHOOLED CAMPAIGN DESCRIPTION
SOCIAL MEDIA MARKETING MIX
BUDGETING
MEASURING AND EVALUATING

3
4
4
6
7

CONSUMER ANALYSIS

COGNITIVE MAP ANALYSIS


USP ANALYSIS
INTERVIEWS
COGNITIVE MAPS

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8
9
12

RESEARCH

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CITATIONS

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EXECUTIVE SUMMARY
CLIENT COMMUNICATION CHALLANGE
To increase awareness among 14 -17 year olds about Nike Basketball during the summer.
CAMPAIGN RECCOMENDATIONS
The overall theme for the summer campaign is Get Schooled. While summer is a time for fun and
enjoying the game of basketball, athletes can always learn a thing or two in a friendly game of
basketball. The Goal of this campaign is for teenagers to go out and post instances on social media
where their teammates and friends school another player during a match. This can include dunks,
steals, or anything that gains a wild reaction from players and spectators. The campaign will run from
June 29th August 31st. YouTube, Facebook, Instagram, Twitter are all platforms where consumers
can submit videos of their plays for review. Two Mondays a month, Nike will post a sports talk
program using Kevin Durant, James Harden, Deondre Jordan , and Sports reporters with highlights
from the weeks Social Media posts.
COMMUNICATION OBJECTIVES

To increase teen participation in Nike Basketball during the Summer


To gain customer loyalty among influential teen basketball players
To build a relationship early on with potential customers and athletes
To Spread awareness of Nike Summer basketball campaigns using influential teen athletes

TARGET AUDIENCE

Teens between the ages of 14-17


Avid basketball players
Influential teen athletes
Friends and family of influential teen athletes

MEASURING AND EVALUATING


The success of the campaign will be measured using the number of posts across all social media
platforms during the campaign period, the number of times the hash tag is used in the context of the
campaign Get Schooled. The amount of conversations about videos posted by both Nike and users,
and the amount of viewers on each Monday Nike posts a sports talk program recapping the weeks
video posts. The Evaluation process will be conducted using the individual Social Media Analytics
along side of Google Analytics.

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CAMPAIGN
UNDERSTANDING TARGET MARKET
Who is the target customer and what is their shopping strategy?
The campaigns target market are teens ages 14 -17 avid basketball players, influential teen athletes,
and friends and family of influential teen athletes. These consumers tend to shop in groups and rely
heavily on the opinion of the peers they are with. According to an article written by 3 professors at
Florida Atlantic University and Arizona State University, teens shopping in groups generally increase
the positive view of a brand therefore increasing the amount of spending. The article stated, the
social context of shopping with friends produces positive results for retailers in terms of the
sentiments teens have toward retailers and the amount teens spend when shopping with friends.
(Mangleburg, Doney, Bristol, 2004). Using this campaign, Nike will increase teen group interaction
with the Nike Brand and potentially products.
What influences their decision process about sports/Nike?
Teenagers 14- 17 are highly susceptible to peer influence. Research shows that Shopping with peers
reduces perceived risk on brands and products for consumers, cause peers set a standard for selfimage, and lead individuals in the groups to provide information about a brand. Each of these factors
contribute to the over all short term decision process. However, a European article Teen Vision claims
that brands must go a step further to influence teens decisions in the long run. Giving young
consumers something useful, relevant and meaningful will make a loyal customer. Get Schooled is a
campaign that will aim to incorporate Nike Summer Basketball into the lifestyles of the target market.
The use of a meaning full message can cause teens to make decisions on how loyal they are to the
Nike brand.
What influences them to get involved with sports/Nike?
An old Nike campaign in Hong Kong identified teenagers as a group searching for identity and a
sense of belonging. This is still true for teenagers today. Many use sports as an avenue to connect
with peers and create an identity for themselves. During one of the interviews conducted for the Get
Schooled campaign, when asked what influences you to start playing basketball, the interviewee said
Well I love being on a team and being a leader but what influences me most is just going out there
and having fun with my team (Interviewee 1)
What influences whether they become aware about products?
With roughly 68% of the teen population with access to the Internet using social media, Information
about products spread through the channels fast. In the Article Teens and Social Media on the Pew
Research center, a study showed 77% of teens use the Internet to get news and current events. This
includes the news of products. In addition to news of products being spread through social media by
companies, teens are also generating and sharing content. 84% of all teens using social media post
comments on a friends page. All of these facts contribute to the target market becoming aware of
products. Additionally, in the interviews conducted for the campaign, Interviewee 1 says that he fids
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out about new Nike products through Magazines, Ads and Social Media. Interviewees 2 and 3 both
said that Social Media is how they become aware.
GET SCHOOLED CAMPAIGN DESCRIPTION
What is your overall theme of the social media marketing campaign?
Get Schooled is the Summer Campaigns overall theme. While summer is a time for fun and enjoying
the game of basketball, athletes can always learn a thing or two in a friendly game of basketball.
In the cognitive map analysis based on interviews, the words skills, being the best, and all
effort were all associated with the phrase schooling opponents in basketball. With this theme,
teenage athletes will be able to showcase their skills in actual games played with their friends and
prove they are the best.
What is your overall goal?
Get Schooled will run from June 29th- August 31st. The campaigns goal is to have consumers post
videos to social media of their best plays and or best moments in the games that they play through out
the summer. Posts should feature an entire crew of 3 or more even if there is a singular figure making
the play in the post. Two Mondays a month Nike will post a Get Schooled sports program to Social
Media and Nike.com totaling to 3 videos for the campaign duration. The sports programs will feature
sports analyst Stephen A Smith and basketball player Kevin Durant with a different guest star player
each episode. The Get Schooled sports program will host discussions about highlights from the
weeks posts. The program will have a humorous overtone as the hosts debate over the best plays and
most memorable moments. After the 3rd video at the beginning of August, Durant and Smith will
select the top 4 plays of the summer. The videos will be titled and posted on Nikes social media to be
voted on by social media followers. The consumers with the winning video will get to have the final
Get Schooled episode hosted at their school or in their community with them as the guest star.
What would make this campaign/theme a success?
While several positive words were used in the cognitive maps, negative words like embarrassed and
lose were also used. With such negatives words on the opposite side of the campaign theme, in
order to be successful we have to distance the negative connections. By only focusing on posts where
great plays were made, skills highlighted, and team work shaping the play in the post, Nike can
control what they publish to their site for exposure and help shape future posts for crews wanting to
win. Based on research, connecting with peers is what influences teenagers in the target market to go
out and play basketball. By encouraging groups to enter in the campaign Nike would be successful in
inspiring consumers to play summer basketball.
SOCIAL MEDIA MARKETING MIX
Facebook, Twitter, YouTube, and Instagram will be the Social Media platforms used for the
campaign. The campaign will use the budget to produce Social Media ads, Digital banners, three
videos one commercial, and a high profile sports analyst.
Nike Website/ Blog
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Consumers going directly to the Nike blog to look at Get Schooled campaign are generally
information seekers. The Nike blog will be a source where Nike will post the description of the
campaign, rules of submission, commercial videos, and articles about current things going on with the
campaign.
This platform will give Nike an area for longer posts and a credible point of reference for consumers
to learn about the campaign. The link to this blog should be shared on every social media medium
regularly throughout the campaign.
The traffic to this page will be significantly less than other social media pages, but it should serve
mainly as an information resource rather than a place of engagement.
Facebook
Nike will post content about the campaign daily using #getschooled encouraging teens to post their
videos and the sports program video will also be posted two Mondays a month. Word- of Mouth is not
an easy feat, but using Facebook analytics to determine when consumers are viewing posts about the
campaign, Nike can determine when to run ads to effectively start the campaign.
Consumers located in North America, Philippines, China, Europe and Brazil will be targeted for the
Ad with majority of the budget allocated to North America. Influential teen team leaders are
consumers targeted on Facebook. Through the message board, leaders will share with family and
friends and spread the campaign using word of mouth to increase engagement. Using the hash tag
#getschooled the campaign will become a trending topic.
Facebooks average cost per click for Facebook ad is .36 cents. Nike will allocate $5,000 to Facebook
sponsored stories featuring the Get schooled Campaign Digital marketing Banner to be placed in
news feeds of the family and friends. This gives the ad potential to be clicked on 13,800 times. He ad
will link back to Nikes Get Schooled blog post.
Twitter
Twitter is a micro blog that will be used to facilitate conversations among consumers. Teens can use
this medium to post video submissions and start discussions about the campaign. Twitters customers
will include the same group as Facebook and expand further to spectators and commenters not
necessarily posting videos. The goal of this platform will be discussion of the campaign.
Twitter will be used as a tool for mass communication to raise awareness about the campaign and a
tool to determine the effectiveness of the campaign using customer service techniques. $5,000 will be
allocated towards promoted trend ads. Majority of the payment will go towards impressions. This ad
will substantially increase visibility of the campaign hash tag and make it appear as a trending topic, a
goal for the campaign. The budget allocated to this is low, but it will provide enough to get the name
of the campaign out.
Studies have shown that 71% of the tweets posted daily receive no reaction. However, Nikes
consumer following tends to be a loyal group and Nike has the capacity and brand image to gain a
following regardless of the number of tweet interactions.
YouTube
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YouTube will be the hub for Video Submissions and Nike Get schooled Program posts. YouTube is
known to be the most widely used platform. YouTube will target consumers who want to upload usergenerated content. Using the hash tag in each post consumers will post the video to YouTube and then
share the link through another social media platform.
$15,000 will be allocated to non- skip ads posted in other sport-oriented videos YouTube users posts.
The Get Schooled commercial will be placed in popular sports videos as well as on Nikes YouTube
page.
YouTube is a great platform to hold consumers attention and increase campaign views, but it isnt the
ideal platform for discussion. However, YouTube videos are often posted and shared on both Twitter
and Facebook, which will increase exposure and give a platform for discussion.
Instagram
Instagram is known to have some of the most engaged users. Continuing with the hash tag
#getschooled and @Nike, Instagram will be a platform for users to upload content. Similar consumers
to YouTube will be targeted, as Instagram is a plat for user-generated content as well.
No advertisements will be used on the Instagram platform so an organic trend will be created through
the use of hash tags, post tagging and mentions.
Instagram could have the least amount of exposure due to no advertisements, but Nike will post daily
to remain present in followers news feed. With over 13 million followers and 300,000 likes for each
post, Instagram organic engagement level is sustainable.
BUDGETING
Allocation

Cost

3 Videos through out the summer

($300,000)

1 Commercial video

($100,000)

Stephen A Smith Sports Analyst

($62,000)

Advertisements
Facebook Sponsored Ad

($5,000)

Twitter Promoted Trends

($5,000)

YouTube Non- Skip Ad

($15,000)

Digital Printable Marketing Advertisements

($5,000)

HootSuite Analytics

($3,000)
($30,000)

Total

($400,000)

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MEASURING AND EVALUATING


The campaign message success will be measure across all social media platforms using the social
media analytics. The goal of the campaign is to get teenagers actively playing basketball and
participating in the campaign to foster brand loyalty in youth. The evaluation of all metrics should be
connected back to the goal.
Nike Website/ blog
Google Analytics will be used to measure page views, return visits average length of time on the blog,
re-blogs and references.
The metrics will be evaluated both off and online. Google analytics reports will give indication of
brand engagement and the amount of conversations. Page views determine brand awareness and the
length of time on the site are what determine brand engagement.
Facebook
The following metrics will be used to measure Facebooks success in the campaign: the number of
comments on campaign posts, number of user generated posts and shares, frequency of hash tag
appearances in the news feed daily, number of likes and impressions on campaign posts.
Facebook analytics will develop reports to determine the metrics listed above. Evaluating will take
place offline. The number of posts, likes and shares will determine the amount of engagement
consumers had over the campaign. The use of hash tags, frequency of posts in the news feed and wall
posts determine how much the campaign was discussed. Using HootSuite Online Analytic tool Nike
can evaluate to over all trend of conversations and whether they were positive or negative. .
Conversions can be determined and evaluated online by determining the number of video posts
submitted originating for a view of ad views.
Twitter
Twitters success will be measured on the number of times #getschooled is used, mentions, replies,
retweets on campaign posts, new followers and conversions.
Twitter analytics will provide reports that can be evaluated offline. Tweets about the campaign and
new followers provide insight on campaign awareness. The number of mentions replies, retweets
determine campaign engagement. Conversions can again be determined and evaluated online by
determining the number of video posts submitted originating for a view of ad views.
YouTube
YouTube success will be measured on the number of video posts, video views, comments on user and
Nike generated content, new subscribers, and the amount of backlinks to video posts.
YouTube analytics reports can be evaluated offline. The number views determine Campaign
awareness. The number of video posts, comments, and subscribers indicate campaign engagement, and
back links determine the amount of conversation about the campaign.
Instagram
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Instagram has a similar measuring process as YouTube, however the metrics reports will be developed
by Simply Measured and evaluated on and offline through the site.
CONSUMER ANALYSIS
**Consumer Analysis is based off a sample of three influential teen basketball leaders
COGNITIVE MAP ANALYSIS
The chosen topic for cognitive maps was Schooling an opponent in basketball. Several common
themes were recognized in each interview.
Positives:
Being the best, skills, and leadership The target market equates schooling and opponent to a
success. Exceling in the game is something most athletes strive for. Get Schooled Campaign should
highlight these topics in order to provide meaning that will lead to engaged consumers
Negatives:
Embarrassment, lose The target market also though about the opponents reaction to getting
schooled. This has the potential to alienate certain consumers. The campaign should distance itself
from these themes by focusing on positive videos that highlight players skill, teamwork, and
determination
USP ANALYSIS
Feature

Uniqueness
(U)
(1 10)

Customer
Evaluation (CE)
(1 10)

USP Strength
U * CE
(1 100)

Exposure

10

90

Chance to meet
Durant and other
influential figures

10

8.83

88.3

Show off skills

10

60

Creating content
for a Nike
campaign

10

8.5

85

Entertainment
through out
Summer

4.52

18.08

Nike Value

10

10

100

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*Values in the table are created using data from interviews


According to the interviews, Get Schooled unique selling proposition are teen exposure to influential
Nike figures, and being apart of a campaign with the Nike brand value. Consumers also considered the
ability to create content for the Nike campaign.

INTERVIEWS
Three interviews were conducted for the purpose of gathering more information about the Target
Market. All three interviewees remain anonymous.
First Name

Gender

Age

Location

Interviewee 1

Male

16

Dallas

Interviewee 2

Female

15

Louisiana

Interviewee 3

Male

16

Louisiana

Interviewee 1
Do you shop at Nike?
Yes
How often?
Every month
How do you shop for Nike/ Sports products?
Online and in store at the mall
How do you learn about Nike products?
Magazines ads, social media mainly Twitter
What influences you to play basketball even during off-season?
Well I love being on a team and being a leader but what influences me most is just going out there
and having fun with my team
What do you enjoy most about playing basketball with friends/ team members?
Picking my team up when were in a tough situation
What do you appreciate more after a friendly out of season game of basketball?
1. Bringing your team back from losing
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2. Showing out and gaining wild reactions from players and spectators due to your skills
3. Setting a personal record
Well I like all of those but what gives me the best feeling is setting a record because thats all that
really matters to me

USP Analysis
Feature

Uniqueness (U)
(1 10)

Customer Evaluation (CE)


(1 10)

Exposure

10

Chance to meet Durant


and other influential
figures

10

8.5

Show off skills

10

Creating content for a


Nike campaign

10

8.5

Entertainment through
out Summer

6.5

Nike Value

10

10

Interviewee 2
Do you shop at Nike?
Yes
How often?
More than 10 times a year
How do you shop for Nike/ Sports products?
In-store at the mall
How do you learn about Nike products?
Facebook and Twitter
What influences you to play basketball even during off-season?
Having fun and practicing for the season
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What do you enjoy most about playing basketball with friends/ team members?
Getting better together
What do you appreciate more after a friendly out of season game of basketball?
1. Bringing your team back from losing
2. Showing out and gaining wild reactions from players and spectators due to your skills
3. Setting a personal record
I love to show out when Im with my friends if the game isnt that serious, we can get competitive
and when Im playing with a bunch of guys I really like playing better than them
USP Analysis
Feature

Uniqueness (U)
(1 10)

Customer Evaluation (CE)


(1 10)

Exposure

10

Chance to meet Durant


and other influential
figures

10

Show off skills

10

Creating content for a


Nike campaign

10

Entertainment through
out Summer

Nike Value

10

10

Interviewee 3
Do you shop at Nike?
Yes
How often?
More than 10 times a year
How do you shop for Nike/ Sports products?
In-store at the mall
How do you learn about Nike products?
Facebook and Twitter, Internet
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What influences you to play basketball even during off-season?


Its fun and passes the time
What do you enjoy most about playing basketball with friends/ team members?
Working together and giving it 100%
What do you appreciate more after a friendly out of season game of basketball?
1. Bringing your team back from losing
2. Showing out and gaining wild reactions from players and spectators due to your skills
3. Setting a personal record
Showing out if its just a friendly game, its fun and we all do it
USP Analysis
Feature

Uniqueness (U)
(1 10)

Customer Evaluation (CE)


(1 10)

Exposure

10

Chance to meet
Durant and other
influential figures

10

Show off skills

10

Creating content for


a Nike campaign

10

Entertainment
through out Summer

Nike Value

10

10

COGNITIVE MAPS
Interviewee 1

Nike
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clam

cool

Composur
e

All effort

Schooling
an
opponent
in
basketbal
l

together
Leadership

skill

encoutag
e

Interviewee 3

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Hard
work

Win

Skill

Los
e

Schooling
an
opponent
in
basketbal
l

The
best

Top

Emabrassment
Leade
r

RESEARCH
CITATIONS
Bornebusch, Charlotte. "Teen Vision." European Retail Digest 54 (2007): 38-41. Business Source
Complete. Web. 20 Mar. 2015.
Hargrave-Silk, Atifa. "Nike Targets Troubled Teenagers." Media: Asia's Media & Marketing
Newspaper (2003): 8. Business Source Complete. Web. 20 Mar. 2015.
LENHART, AMANDA, Aaron Smith, and ALEXANDRA MACGILL. "Teens Creating Content." Pew
Research Centers Internet American Life Project RSS. Pew Research Centers, 18 Dec. 2007. Web. 20
Mar. 2015.
Tamara F Mangleburg, Patricia M Doney, Terry Bristol, Shopping with friends and teens susceptibility
to peer influence, Journal of Retailing, Volume 80, Issue 2, 2004, Pages 101-116, ISSN 0022-4359.

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