marketing campaign for nike

AMANDA HALL

HALEY HIGGINS

ALEX LANGFORD

GRACE NOWSTRUP

AUSTIN WYBLE

Just Research It.

MARKETING RESEARCH 323

SECTION 934

GROUP 1

APRIL 22, 2014

NIKE

Introduction

“In your opinion, what are the top athletic brands that you see advertised on social media?”

“If Nike were to try to reach you as a consumer, which way would you prefer to be contacted?”

Research Questions

Presence on Social Media

FacebookTwitter

Instagram

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

Nike

Adidas

Under Armour

Nike

Adidas

Under Armour

Nike, Adidas and Under Armour’s Social Media Presence

on Facebook, Twitter, and Instagram represents Nike’s

dominance in all categories.

Brand Recognition Frequency on Social Media

Statistics Athletic brands

on SM CATA-

Nike

Athletic brands

on SM CATA-

Under Armour

Athletic brands

on SM CATA-

Adidas

Athletic brands

on SM CATA-

Puma

Athletic brands

on SM CATA-

Lulu Lemon

Athletic

brands on SM

CATA-Other

NValid 72 72 72 72 72 72

Missing 0 0 0 0 0 0

Mean .86 .35 .25 .04 .24 .08

Median 1.00 .00 .00 .00 .00 .00

Mode 1 0 0 0 0 0

Std. Dev .348 .479 .436 .201 .428 .278

Range 1 1 1 1 1 1

Minimum 0 0 0 0 0 0

Maximum 1 1 1 1 1 1

What athletic brands do you see advertised most frequently on social

media? 86% said Nike, with a dramatic drop

to only 35% selecting Under Armour, and less than 25% each said Adidas or Lululemon. The

remaining two answer choices were Puma, at 4%, and Other at 8%.

grace

Tabulation Table Data

As stated in the tabulation table, a positive product and brand

awareness of Nike was mentioned by 100% of the participants, a total

of 13 times, which portrays the success of Nike’s marketing efforts.

grace

Themes Passages Documents (Participants)

Brand/product awareness of Nike - positive - email [II,A,2] 13 6Purpose of Nike Purchase - Stylish [VIII,C] 9 5

Preferred Method of contact from brand - Email [XII,A] 9 6

Nike on Social Media - Positive - Advertise new products [IV,A,2] 7 4

Brands people follow on social media - Nike [X,A] 6 4Brands people follow on social media - other [X,B] 6 4Brands people follow on social media - none [X,C] 6 5

Purpose of Nike Purchase - Functionality - Workout [VIII,A,1] 5 3

Perception of eco friendly Nike Products - Irrelevant [IX,A] 5 4Perception towards celebrity endorsers - indifferent; don’t care

[VI,C,1] 5 5

Perception towards celebrity endorsers - negative; poor PR [VI,B,1] 4 3

Personal effort to research products - follow up; social media [VII,A,1] 4 3

Top Brand on Social Media - Nike [XI,A] 3 3Perception towards celebrity endorsers - positive; inspiration of

advertisement [VI,A,2] 3 2

Personal effort to research products- follow up; website [VII,A,2] 3 3

Personal effort to research products- no follow up; TV commercial [VII,B,1] 3 3

Perceptions of Nike Advertisements - Positive - Coupons [III,A,2] 3 2

Nike’s Prominence on Social Media

Participants were asked to rank how strongly they agreed with this statement:“Nike is the number one athletic brand on social media.”

An overwhelming 93% had a positive response, agreeing with the statement (chose a number between or including 5 and 10).

Frequency Percent Valid Percent Cumulative Percent

Valid

.00 2 2.8 3.0 3.0

2.00 2 2.8 3.0 6.0

3.00 1 1.4 1.5 7.5

5.00 11 15.3 16.4 23.9

6.00 5 6.9 7.5 31.3

7.00 11 15.3 16.4 47.8

8.00 14 19.4 20.9 68.7

9.00 7 9.7 10.4 79.1

10.00 14 19.4 20.9 100.0

Total 67 93.1 100.0 Missing System 5 6.9 Total 72 100.0

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Themes Passages Documents (Participants)

Brand/product awareness of Nike - positive - email [II,A,2] 13 6Purpose of Nike Purchase - Stylish [VIII,C] 9 5

Preferred Method of contact from brand - Email [XII,A] 9 6

Nike on Social Media - Positive - Advertise new products [IV,A,2] 7 4

Brands people follow on social media - Nike [X,A] 6 4Brands people follow on social media - other [X,B] 6 4Brands people follow on social media - none [X,C] 6 5

Purpose of Nike Purchase - Functionality - Workout [VIII,A,1] 5 3

Perception of eco friendly Nike Products - Irrelevant [IX,A] 5 4Perception towards celebrity endorsers - indifferent; don’t care

[VI,C,1] 5 5

Perception towards celebrity endorsers - negative; poor PR [VI,B,1] 4 3

Personal effort to research products - follow up; social media [VII,A,1] 4 3

Top Brand on Social Media - Nike [XI,A] 3 3Perception towards celebrity endorsers - positive; inspiration of

advertisement [VI,A,2] 3 2

Personal effort to research products- follow up; website [VII,A,2] 3 3

Personal effort to research products- no follow up; TV commercial [VII,B,1] 3 3

Perceptions of Nike Advertisements - Positive - Coupons [III,A,2] 3 2

Customer’s Preferred Method of Contact

As stated in the tabulation table, 100% of the focus group

participants stated that their preferred method of contact from Nike was email, when choosing

between Facebook, Twitter, Instagram, Email, or Other.

One of the focus group participants stated, “If it’s coming directly to my email, I am more likely to trust it than a message on

Twitter, for example.”

Another participant stated, “Email is definitely my preferred way to be contacted by a company. If it’s on social media, I tend to overlook it, but if it’s on my email, I’ll at

least check it out.”

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Question 2: After an initial product purchase, what aspects/factors of follow up advertisements on social media websites, such as Facebook, affect your decision to purchase another product from that same brand?

Question 1: What aspects of Nike make you want to follow them on Twitter or like them on Facebook?

Research Questions

Unattractive Ads:

1. When trying to sell directly 2. Pop-ups3. Used only to grab attention

73.6% of people dislike Social Media Ads and 33.3% never click on them.

Emotional Appeals

…Over Email.

Email was most popular contact method among focus group participants.

FLASH SALES!!• 24 hrs• 25% – 50% off select items• Starts with Social Media• Available to email subscribers only•Random!

Philanthropy

Millennials:• 84% support a positive impact over professional recognition• 92% believe profit should not be the only measure of a company’s success

“Texas A&M is sponsored by Adidas. If you could change the school’s sporting affiliation to be partnered with Nike, how likely would you be to change it and why?”

“What products do you believe are promoted best by Nike on social media?”

alex

Research Questions

Correlations

Recognize

brands in media

Purchase after

media exposure

Recognize brands in media

Pearson Correlation 1 -.196

Sig. (2-tailed) .104

N 71 70

Purchase after media

exposure

Pearson Correlation -.196 1


N 70 70

“Significantly higher susceptibility to celebrity endorsements for younger participants (i.e., 13–17 years) compared with older participants (i.e., older than 17 years).”

Brand Recognition in Social Media

Alex??

Nike’s Followers

Though Nike’s presence dominates other athletic brands on social media outlets:

Of the 67 students that participated in the survey, only 11.94% said that they like/follow

Nike on social media. The other 88.06% said they did not.

59

alex

Facebook Twitter Instagram Pinterest0

2

4

6

8

10

12

10

53

1

# of students who follow Nike on social media outlets

# of students

Nike’s Followers

alex

Is the lack of followers caused by what Nike promotes on their social media sites?

1/3 of Nike’s photos posted on Instagram and a majority of their posts on Facebook are of athletic shoes.

alex

When given a choice of 4 advertisements by Nike, 2 out of the top 3 choices picked most had Nike shoes in the picture. The photo that

was chosen least, with only 2 out of 57 participants selecting it, did not contain shoes in the advertisement at all.

alex

Tabulation Themes from Focus Group

alex

School Affiliation

Change University Affiliation to Nike

%

Very Unlikely 5.6%

Unlikely 12.5%

Undecided 14%

Likely 19%

Very Likely 13.9%

“Currently, Nike sponsors the most schools in the country, including 81

different schools.”

alex

Tabulation Themes from Focus Group

alex

Question 1: What type of content from athletic/fitness brands are you interested in seeing on the various social media outlets?

amanda

Redefined Research Question

• Secondary Sources

• Primary Exploratory – Focus Group- Functionality, Comfort, Style

• Primary Descriptive – Online Survey

amanda

Sources

• Style

•Female v.s. Male

amanda

Analysis

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean

Influence of purchase

theme-Functionality

Male 11 4.91 1.514 .456

Female 44 5.41 1.282 .193


theme-Comfort

Male 11 5.00 1.483 .447

Female 44 5.86 1.091 .164


theme-Style

Male 11 5.18 1.079 .325

Female 44 5.91 1.158 .175

• Recommendations

Question 2: What aspects of an athletic/fitness company’s manufacturing process attract or repel from following them on social media?

amanda

Redefined Research Question

•Environmentally Friendly Focus

•Secondary Sources-Growing importance of going green

•Primary Exploratory – Focus Group-One participant & their justification

amanda

Sources

•Primary Descriptive – Online Survey

-Like/Dislike -Influence on Purchase

amanda

Sources cont. & Analysis

•Primary Descriptive – Online Survey - Correlation between Like/Dislike & Influence on

Purchase

amanda

Analysis

Correlations

Like/Dislike of

Nike eco-

friendly

processes

Eco-friendly

qualities

influence

purchase

Like/Dislike of Nike eco-

friendly processes

Pearson Correlation 1 .543**

Sig. (2-tailed)

.000

N 63 63

Eco-friendly qualities

influence purchase

Pearson Correlation .543** 1


N 63 63

**. Correlation is significant at the 0.01 level (2-tailed).

•Recommendations

Question 2

Question 1

haley

Research Question

Celebrity Endorsershaley

“Out of the top eleven endorsers, a grand total of roughly 163.25 million dollars per year. These top five athletes endorsed are Michael Jordan, Tiger Woods, Rafael Nadal, Rory Mcllroy and Derek Jeter respectively; these athletes combined make 110 million dollars a year”

Celebrity Endorsershaley

marketing campaign for nike

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