Nike

How Nike use storytelling

• The summer 2017 campaign featuring Muslim women
athletes received a lot of positive press and reactions. This
came along with a viral video campaign,
“What Will They Say About You?”,
This is emotional storytelling at its best-taking a negative
and turning it into a positive by stacking the odds against an
athlete and then using the brand message (and in this case
product) as a positive solution to the problem they are facing.

https://youtu.be/F-UO9vMS7AI
.
Authenticity (GIRL EFFECT)
• Authenticity in activating purpose means that the brand needs
to ‘do’ as well as ‘say.’ Purpose is about creating a better
world. Whilst communication can contribute to driving change -
through raising awareness, shifting attitudes and recruiting
people to the cause - without action, real change is impossible.
• Nike’s Girl Effect campaign for gender equality is a great
example of authentic, ongoing support by a brand, working
strongly in tandem with partners that were part of this
ecosystem for change. Launched by Nike in 2004, it later
became an independent creative social business that
empowers women to stand for their rights, to believe in their
dreams, to create equal opportunities and to value their
wellbeing.
https://www.youtube.com/watch?
v=zxV_o65nZYA&feature=youtu.be
Transparency
They plays in helping create an environment of collaboration and
transparency. They harness the power of innovation to create
opportunities and lead environmental and social targets. While they’ve
made significant progress and continue to push themselves and their
industry to do better so,
Nike has given their customers a reason to want to come back to their
website every day and engage -  engage with Nike, engage with their
friends.
Everyone gets added value: the customers get something that helps them
with their fitness regime and helps them interact with friends, while Nike
gets valuable information about how customers are using its products.
By creating a two-way conversation with consumers, Nike gains
actionable insight into their needs and as the results show, they don’t just
listen, they react.