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Nike PR Campaign Plan

*If You Have A Body, You Are An Athlete
May 2015- April 2016

(http://about.nike.com)

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Introduction
The following report outlines a yearlong public relations campaign for
Nike Inc. The goal of this campaign is to promote the Nike brand while
highlighting Nikes support of a healthy lifestyle and establishing Nike as
a brand for everyone.
Nikes mission statement reads, Bring inspiration and innovation to
every athlete* in the world. *If you have a body, you are an athlete
(Bring). This asterisk has been very carefully included in Nikes mission
to establish that the company is not exclusive to persons who participate
in competitive sports. This campaign will focus on this aspect of Nikes
mission.

Objectives
Promote Nike as an every mans brand
Create a widespread digital campaign across several social media
platforms and digital mediums
Increase followers on various social media profiles
Gain a higher customer base from publics who would not typically
consider themselves athletic
Establish brand as health conscious and empowering
By targeting a segment of the population that does not consider
themselves athletic, this campaign should gain Nike a new customer
base that previously did not purchase Nike products. Furthermore, by
advertising to consumers who are not yet loyal to an athletic brand, Nike
has a unique opportunity to gain return customers.

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Public Relations Activities Strategy

1. Parent-Fit
Activity Type: Facebook & YouTube Video Campaign
Description: Parent-fit is a campaign centered on the concept that
everything active someone does throughout the day can be considered
exercise. This PR activity will focus on the notion that parents get a full
workout in throughout the day while maintaining busy households and
raising children.
The proposed campaign will feature YouTube videos showing parents
engaging in physical activities in the form of everyday tasks. These
parents will be wearing Nike Inc. shoes and athletic wear illustrating that
everyone can benefit from Nike products regardless of whether or not
they make it to the gym that day.
The videos will feature events such as a father running after a dog that
has gotten out of the house, a mother having to repeatedly put a toddler
back into bed after the climb out, or either parent carrying laundry up and
down the stairs excessively because there is a new baby in the house.
Even lifting and carrying young children can be featured to solidify the
argument that there are multiple avenues to becoming physically fit and
Nike is the brand that can assist you while you do so.
Furthermore, parents will be encouraged to share their own photos or
videos on Facebook and Twitter that show their take on being parent-fit
with Nike. The hash tag #parentfit will serve to compile all of the
responses to the campaign and will offer concrete evidence of the
campaigns success.

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2. Scavenger Run
Activity Type: Interactive App, Partnered with Foursquare
Description: The proposed Scavenger Run is an interactive game
application sponsored by Nike. The running workout app encourages
beginning runners by rewarding the user for certain goals reached with
points. The App will reward users based on minutes run, distances run,
improvement, goal reaching, and frequency of use.
The objective of the app is to get beginning runners to enjoy working out
more. By motivating users with discount incentives, Nike not only gains
new loyal customers through the app, but also creates repeat business
and a demand for its products.
The app will partner with Foursquare to use geo location services to
verify the users distances run etc. In an effort to make the game more
interesting and enjoyable for customers, the application will be
scavenger hunt themed. Users will be encouraged to check in when
they reach certain locations such as parks, train stations, or local health
centered businesses. This not only makes the game desirable, but also
gives Nike the opportunity to partner with local communities and
businesses while encouraging users to share the progress throughout
the game.
Furthermore, Nike could develop various challenges and hunts for
users to complete keeping consumers engaged. The company then has
the opportunity to reward users who complete certain hunts, which in
turn increases demand for the application and Nike products as a whole.

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3. #NikeBucketList
Activity Type: Twitter Photo Campaign and Hashtags
Description: The Nike Bucket list aspect of the campaign will span over
several social media outlets. The aim of the activity is to encourage
consumers to wear Nike while engaging in any athletic activity.
Specifically, this campaign will encourage consumers to wear Nike
products while completely activities on their bucket lists and one
generated by Nike.
The objective of this activity is to gain attention for the Nike brand among
vacationers and athletes alike. This activity offers Nike the unique
opportunity to have consumers wear their products while engaging in
once in a lifetime opportunities. By encouraging customers to share
photos of themselves completing bucket list items in Nike attire under
the hash tag #NikeBucketList the brand benefits from free advertising
while consumers travel with their products worldwide. By
By generating their own bucket list and challenges followers of the brand
to participate, Nike incites customers to display the Nike brand while
illustrating that an active lifestyle does not always equate to organized
sports or conventional gym workouts.

In an effort to give back to the community and increase positive media

coverage of the brand, Nike could use this campaign as an opportunity
to fund the bucket list goals of persons in need. This would showcase
Nikes philanthropic efforts while encouraging consumers to get involved
with a noble cause.

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4. Run Like a Girl

Activity Type: YouTube Campaign
Description: An online video campaign inspiring young girls and women
to take up running as a form of empowerment. The various videos
produced by Nike will feature successful female athletes interspersed
with average customers sporting Nike products and running. The focus
will not be on the athletes looks and their appearances will not be
altered or enhanced.
The objective of this activity is to inspire young women to pursue a
healthy lifestyle without a focus on body image and appearances. This
campaign aims to inspire young girls overcome misleading gender
stereotypes and embrace an active and athletic lifestyle.
By focusing this campaign on young girls and women, Nike will gain
customer loyalty at a young age while working to inspire youths as is in
line with the brands mission.
This activity is in line with the broader campaign *If you Have A Body
You Are An Athlete because it illustrates to girls at a young age that they
are athletic and are capable of succeeding in sports despite what
misguided gender stereotypes may tell them.
Furthermore, this activity is in line with Nikes focus on women and will
only serve to increase Nikes positive reputation amongst females.

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5. EveryBODY is an Athlete
Activity Type: Interactive Website and YouTube Videos
Description: The yearlong Nike campaign will finish with an anti-bodyshaming promotional campaign. The EveryBODY is an Athlete portion
of the campaign will aim to frame Nike as not only a company for the inshape consumer, but also for consumers attempting to get in shape.
The campaign will feature YouTube videos with celebrities and average
customers alike exclaiming that every one is an athlete and promoting
positive body image. An interactive webpage will allow users to input the
time each day they have to exercise and the areas they would like to
strengthen. The site will give recommendations to users on the ways
they can get fit and which Nike products they would benefit from most
based on the information provided.
As Nike aims to appeal to the average athlete and consumer throughout
this yearlong campaign, they must illustrate to their customers that
everyone with a body truly is an athlete. By taking a stand against body
shaming, Nike proves that they support all consumers pursuing a healthy
lifestyle and do not condone bullying or judgment based on body type or
size.
By ending the campaign on this note, Nike would solidify its stance that
everyone with a body is considered an athlete. Through this campaign,
Nike establishes that their products are suitable for consumers of all
ages, genders, sizes, and levels of fitness. This opens Nike up to a
larger public while gaining the brand customers they would not have
otherwise interacted with.

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Campaign Tasks Timeline

Task
Plan, cast and film Parent-Fit
video shoot

May
2015
X

Contact media outlets regarding

yearlong campaign *If You Have A
Body You Are An Athlete
Launch campaign on social media
and create section on Nike
webpage with Parent-Fit portion of
campaign

Develop scavenger run application

and partner with App store

Test App with group & launch in App

store, on social media, and on
website
Ask public for Nike Bucket List item
suggestions for #NikeBucketList
portion of campaign
Compile Nike Bucket List and
launch #NikeBucketList portion of
the campaign
Ask public for nominations of
#NikeBucketList recipients in
need, select recipients, and fund
bucket list excursions
Task

Jun
2015

Oct
2015

X
X

X
X

Launch Run Like a Girl portion of

campaign

Launch EverBODY ia an Athlete

portion of Nike webpage
[Gantt chart via (Gordon 2011)]

Sep
2015

Dec
2015
X

Launch EveryBODY is an Athlete

video portion of campaign

Aug
2015

Nov
2015
Plan, cast, and film Run Like a Girl X
video shoot

Plan, cast, and film EveryBODY is

an Athlete video shoot

Jul
2015

Jan
2016

Feb
2016

X
X

Mar
2016

Apr
2016

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Evaluation Recommendation
The response to the proposed activities and their impact on consumers
can be measured by identifying if campaign objectives were met.
Specifically, all social media accounts should be evaluated to measure
the amount of online attention garnered by each aspect of the campaign.
Measuring the campaigns impact will require a more in depth evaluation
involving both qualitative and quantitative data.
It is recommended that Lindenmanns Effectiveness Yardstick be used
when measuring the impact of the campaign. According to this theory,
output, impact, and action must be considered when evaluating the
effectiveness of a PR campaign (Theaker 2004).
When measuring output, Nikes key demographics should be measured
to determine their audience and core customer base. Likes, favorites,
shares, and other forms of recognition on social media sites, should all
be counted and recorded to measure the success of the campaigns
outputs.
Determining whether or not the campaign was successful requires
identifying the campaigns impact. To do so, media articles regarding the
campaign must be audited to monitor consumers reception of the
activities. Measuring and auditing media coverage throughout the
yearlong campaign will illustrate whether the campaign retained
consumer attention for the entirety of the campaign, and will keep Nike
informed on the campaigns reception.
Finally, to comprehensively determine the success of the campaign, the
third variable, action, must be assessed. To do so, practitioners must use
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quantitative data to gauge changes in consumer behavior (Theaker

2004).
Possible indicators of positive changes in consumer behavior:

Increases in sales of Nike products

An increase in media attention surrounding the brand
Increased followers on social media
A rise in Google searches related to Nike

Practitioners could also determine whether there was a shift in the

companys target demographic as this would indicate the success of the
campaigns objective: Gain a higher customer base from publics who
would not typically consider themselves athletic.

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Works Cited

Bring inspiration and innovation to every athlete* in the world. (n.d.). Retrieved March 6,
2015, from http://about.nike.com
Gordon, A. E. (2011) Public Relations, Oxford: Oxford University Press, Chapter 10
Theaker, A. (2004) the Public Relations Handbook, London: Routledge, Chapter 8

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