SHE RUNS THE NIGHT

CAMPAIGN – BY NIKE

Presented by:Varuna Singh CMBA4/1454Bitasta Bhadra PGCM4/1407Universal Business School

“To bring inspiration and innovation to

every women athlete* in the world.”

*If you have a body, you are an

athlete.January 25,

1964

Founded

Market

Capitalizatio

n : US$68B

Founders :

Phil Knight

Bill Bowerman

Brand

Endorsers :

LeBron James

Maria

Sharapova

Cristiano

Ronaldo

BRAND Association

Technology

High Performance

InnovationLifestyle

Fitness

Aggressive –Self Made

Campaign: She Runs the

Night

Launched in February

2012Client:

NikeAgency:

Razor

First brand to use

Magento on social

media.

Objective: Brand

Rejuvenation &

Rebranding

Challenge: Find a way

to connect with female

runners and get them

talking about Nike in

running

Insight: Running for young women

lacked something fundamental to the

female psyche; a forum to discuss, share,

achieve goals and overcome barriers

together

Solution: Create a community for young females bound by a

passion for running and use real female runners as the primary

channel to promote and grow the community

SITUATIONAL ANALYSIS

The

Experience

Integrated Marketing Communication – STRATEGY & EXECUTION

ADVERTISING

MEDIA RELATIONS

PROMOTION AND EVENTS

MOBILE APPS

SOCIAL MEDIA

PRINT ADVERTISMENT

Five young women were

chosen as ambassadors, to

help recruit runners for the

race (13-kilometre night race

for female runners) . Their

stories were told in a content

piece, employed across

multiple channels.

The ambassadors’ stories were

placed on posters with QR

codes that activated videos in

environments where runners

congregated and discussed

running or fitness, such as

Fitness First gyms and well-

known running routes.

In 2013 Nike teamed up with Razor Group to release their latest

communications campaign ‘ She runs the night.’

MEDIA RELATIONS

SOCIAL MEDIA

#NikeSheRunsAU

16,000 likes and 14,000 shares within one month

Networked and

recruited within

clubs, societies,

sporting groups,

gyms, sport and

faculties on

campus

Put up posters

across the five

campuses

Sent eDMs to

39,834 students,

and

Used their own

social channels

PROMOTIONAL EVENTS

Helps the user

to stay on

track, no

matter where

She is.

User can also

track metrics

at every mile

with in-run

audio

feedback.

User’s phone

GPS and

accelerometer

accurately

tracks the

distance, pace

and time.

NIKE+ Coach

gives a training

program

Its also helps user to show

off their NIKE+ level color

and amp things up with a

PowerSong at the press of

a button.

Nike Mobile App

Nike did

something great

on social media

that sets them a

part from other

running brands

They utilized

their fans to be

brand

ambassadors.

NIKE+app allows runners to track, share, and compare their

runs. When the app is in use a post is created on the users

social media sites that allows their followers to see they are

using the Nike+ application to track their run. When the run

is done it automatically publishes it on the users social

accounts as well. From the clothing, to the shoes, to the

running app, to social media Nike is literally involved in

every step of the Nike Running fan’s run.

A group completes a 1km rep-

Each ambassador held

weekly run clubs in

different locations around

Sydney

All KPIs and expectations were exceeded:

o A community of 54,762 female runners was built (83%

more than KPI),

o 98% of the digital community,

o positively engaged with Nike (40% more than KPI),

and

o 90% of runners surveyed via Facebook intend to run

the race again 2013 (13% more than KPI).

Fourth quarter revenues rose by 12 % to $6.5 billion, the

largest revenue quarter in NIKE, Inc.’s history.

Campaign won the Best Integrated Media category at the

2012 Media Federation of Australia.

Best Engagement Strategy at the 2012 Festival of Media

Awards Asia.

CAMPAIGN OUTCOME

PERSONALITYConfidentAggressive Energetic

RELATIONSHIPSuccess Just Do It

PHYSIQUEQualityComfortableTrendy Swoosh Sign

CULTUREAmerican Individual Sports & Fitness

REFLECTIONDynamicWinnersBrand consciousFashionable

SELF IMAGEAthlete FashionableFun & Cool

NIKE BRAND PRISM

BRAND EXTENSION

Developed In

Partnership with

Apple

Nike branded iPods

designed for running

Launched the

Athlete - as - Brand Concept

Brand of performance

sportswear and footwear

inspired by Michael Jordan

Deodorants

To break Skateboard Counterculture

Brands of ice and field hockey equipments

BRAND EXTENSION

BRAND ARCHITECTURE

• www.nike.com

• Kevin Lane Keller, Building Customer-based Brand Equity: A Blueprint

for Creating Strong Brands, Issue 107: Marketing Science Institute

2001

• http://www.statista.com/topics/1243/nike/

• https://www.marketingmag.com.au/hubs-c/she-runs-the-night-

strategy-execution-results-of-nikes-groundbreaking-campaign/

• http://www.ukessays.com/essays/marketing/brand-identity-prism-

kapferer-for-nike-running-shoes-marketing-essay.php

THANK

YOU