Grupa Prezento Pri

Nike Case Study

CMAT III-Sem.

A joint collaborative effort along with- Submitted to-

Dr. Sumangla Rathore Mam
Chirayu Bhatnagar
Kapil Audichya
Rajat Picholiya
Sanjay Choudhary
 INTRODUCTION

Nike is an American multinational corporation that is engaged in

the Design, Development, Manufacturing and Worldwide
Marketing and Sales of:

 Footwear

 Apparel

 Equipment

 Accessories and Services

…..

 Nike was founded in January 25, 1964

 Headquarters :- Beaverton, Oregon , United states

 Founder:- Bill Bowerman & Phil Knight

 CEO:-Mark Parker
PRODUCT
 Nike produces a wide range of sports equipments

 Their first product was TRACKING RUNNING SHOES

They currently also make Shoes, Jerseys, Shorts, Cleats,

Base layers etc. for wide range of sports including Baseball,
Ice hockey, Tennis, Soccer, Basketball and Cricket
List of Digital Platform
 Twitter Presence

 Nike added more than 1 million new followers during the time
period, bringing its total follower count to 7.9 million. The brand
tweeted over 18.5K times, i.e. 19 tweets per day.

Campaigns
 In 2017, Nike took a concerted effort for the ‘Breaking2’ campaign
on Twitter as well. In order to drive traffic, the brand engaged in
conversations with their followers. Nike also ran 17 ads on Twitter
for the event, some of them targeted to specific geographies.

In 2018, Nike launched the “Dream Crazy” campaign which had a
series of ads featuring former NFL player Colin Kaepernick and
sports stars Serena Williams and LeBron James to name a few.
 Youtube Presence


Nike has over 1 million subscribers, adding 561K new subscribers in
the analyzed time period. It is interesting to note that in comparison to
their other social media profiles, Nike posted more frequently on
YouTube with the brand uploading 399 videos.

Campaigns
 Campaigns also form a major part of Nike’s YouTube strategy. In
2017, Nike promoted ‘Breaking2’ on YouTube as well. They released
8 short videos of less than 2 minutes showcasing behind-the-scene
preparations of the event.

Nike’s “Dream Crazier” campaign was well-received on its YouTube
channel as well. The brand’s YouTube channel has over 30 videos
under this campaign and the one below has over 5 million views!
 Instagram Presence


Nike holds the unparalleled golden standard on Instagram. With an
astonishing 92 million followers, Nike is the second most followed
brand on Instagram. The sports giant is also the 19th most popular
account on Instagram, the only brand other than Instagram and
National Geographic to make it to the top 20 list.

In the analyzed time period, the brand saw a 34.8 % growth in
followers, adding more than 23 million new fans. Nike uploaded 182
posts during the time period, of which 62% were videos.

On Instagram, Nike received the highest engagement on its photos,
which consisted of less than 30% of its published content. The brand
received the highest engagement between 5 PM and 6 PM Eastern
Time, while posting frequency peaked at 12 PM.
 Facebook Presence

 Nike has over 33 million followers on its primary Facebook page,

gaining over 2 million new fans in 2017 alone! The brand published
62 posts in the time period and promoted more than 60% of them. In
terms of content, Nike posted 43 videos and 15 photos.

Nike’s main page has been inactive on Facebook for quite some time
now. If you head to their Facebook page, you can see that the brand
made its last appearance in August 2018.

Nike’s most engaging posts were part of two major campaigns they
ran in 2017. Their ambitious “Breaking2” project brought a huge
amount of social media attention for the brand.
 Financial Stats

Nike’s digital marketing strategy has brought victory.


As of 2018, Nike is the most valuable global apparel brand with a
.
brand value of 28 billion dollars.


They held the largest market share with 2.8 percent in 2017. The
company ‘s financial record is also strong.


In the last consecutive 4 years, Nike generated over 30 billion dollars
in revenue.
Nike’s Social Media Presence
 Nike’s News websites and blogs

(1) news.nike.com


Official News website for nike
 Frequency-3 posts per day
 Facebook fans 33.1M

Twitter followers 8M

Instagram Followers 102.1M
 Social Engagement 602 Pts.

(2)blog.finishline.com

 Nike sneaker news and style


Facebook fans 2.1M
 Twitter followers 703.7K
 Instagram Followers 895K

Social Engagement 26 Pts.
(3)Kicksonfire.com

Online magazine for sneaker news and release dates


Facebook fans 1.3M
 Twitter followers 932.2K
 Instagram Followers 3M


Social Engagement 6 Pts.

(4)nicekicks.com


Nike release dates and information
 Facebook fans 1.5M

Twitter followers 867.1K

Instagram Followers 3.7M
 Social Engagement 93 Pts.
(5) sneakerbardetroit.com

 Facebook fans 90.1K


Twitter followers 31.8K

Instagram Followers 299.4K
 Social Engagement 149

Domain Authority 69

Alexa Rank 28.2K

(6)thenikeblog (ids.uni.edu)


Twitter followers 16
 Domain Authority 70

Alexa Rank 72.8K