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Digital Marketing Case Study Nike
Digital Marketing Case Study Nike
CMAT III-Sem.
Footwear
Apparel
Equipment
CEO:-Mark Parker
PRODUCT
Nike produces a wide range of sports equipments
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
(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