NEW MEDIA ADVERTISING

INDIVIDUAL ASSIGNMENT

SOCIAL MEDIA PROJECT

NIKE And the competitors

ADIDAS & PUMA

홍보광고학과 1214833 최지영

Introduction of client and product category

Brief introduction of your client and product category

Nike is the company that making sports products and the NO.1 brand in this market.

Nike’s sales revenue is about 180 billion dollars and the employees are about 35,000

person. Nike’s the best and popular product is the running shoes especially “air Jordan”

series. Recently, the demand in China is increasing and we expect Nike is constantly

growing in the sneakers market.

Overview of Facebook Marketing

Over 15million people liked the Nike’s facebook fan page. The result of searching the

Nike’s facebook page for recent 2 years, in the first half of the 2012 the contents was

uploaded twice a month. After 2012 July, the content was uploaded almost a day. Then

in 2013, facebook upload is getting slow again. When the Nike got many likes, it

becomes over 70 thousand and comments become over one thousand and 5 hundred. In

other way in not popular contents, they got just one thousand likes and one hundred of

comments only. In the first half of 2012, the videos were main contents. Since June,

many famous sports stars like Maria sharapova, Rafael Nadal, Serena Williams, Roger

Federer, Jon Bones Jones photos were uploaded. And in these contents, they’ve got a lot

of likes and commnets. In the photo, there is some messages that Nike wants to tell the

consumers. The messages are almost about the life and encourage people but it is also

related with Nike. The contents are mainly text with the popular sports star’s photo and

link the video on them. Also Nike posted the new product pictures and the link of the

Nike store homepage that we can easily see and buy the goods. Nike doesn’t posted the

only text because they know it’s boring to read. Nike facebook page doesn’t provide

feedback to their consumers. I think it’s because Nike is connecting with are many

people so they don’t have much time to feedback every person. the language is English

only and the tone was formal.

NIKE’s Analysis of Client’s Social Media Page

The best effective content based on Likes/Comments

The best effective content is that the copy “THIS IS JUST THE BEGINNING” with the

picture of Neymar Jr. Oficial in July, 2013. In this content, likes are over 286 thousand

and comments are over 6 thousand. This happened because Neymar is the rising super

soccer star in Brazil. There were many comments that cheering Neymar.

The worst effective content based on Likes/Comments

The worst effective content is the video which is the title of “The true heart of

champions”. This video shows the sports players wake up in the morning and get ready

for the game. There is no caption of narration. Also many players came in so viewers

can’t concentrate on the contents. Consumers can’t expect why Nike uploaded this

video. Likes are only 470 and comments are the number of 65.

Good examples

Since July 2012, the word “Greatness” came often. In 27th July 2012, the picture of a

wheelchair racing guy was uploaded. The title is “Greatness is wherever you are trying

to find it. Where doyou find greatness?” Likes are 65 thousand and comments are over 2

thousand and 7 hundred. One person commented “Nike doesn’t only make shoes.” I

think this picture show us to find our greatness in the hard working exercise and

stimulate the viewer’s sensitivity. So people who see this picture, they press the like

button. This content has 65 thousand of likes and 2 thousand and 7 hundred of

comments.

Nike uploaded the new commercial advertisement in 22th August 2013. The title is

“What are you doing today to beat yesterday?” This ad tell us to challenge more high

course. Who learn something new, then do better and better to beat the champions. This

content has 70 thousand of likes and 2 thousand 5 hundred of comments. The playback

time is about 1 minute 30 seconds. It’s Quite long time in facebook but with the fast

change of scenes and the low tone of the narration makes the people concentrate on this

commercial. In the comments there are many compliments like “elegant, best ad ever,

great commercial” about this advertisement.

Bad examples

In 7th June 2012, the title of “Look better. Feel better. Run better. The Nike + sport

watch GPS gets a fresh new look for summer.” was uploaded. It was about the Nike’s

summer season’s new product. But it doesn’t seem creative or special. We can see these

kinds of watch everywhere. Also there is no words or phrases in the picture. This

content got only 900 likes and 55 comments. I think this is the mistake of the new

product’s public relations.

This video shows the new Nike’s app and explain what functions are in it. We can’t see

the especially surprising app functions. Also people doesn’t like the only commercial.

People want the commercial that communicate each other and sympathy on it. Viewers

hate simply providing the information. So this content got only 540 likes and 72

comments.

Analysis of Two competitors’ Social Media Page

ADIDAS⑴

The best effective content based on Likes/Comments

In 3th May 2012, the content that title of “Be inspired by supa Nails’ sweet tumblr, and

see how she painted her nails with an Originals twist!” was uploaded. This is the picture

of the nail art with Adidas logo. In these days girls don’t just color the nail but put the

patterns. This content got 85 thousand of likes and one thousand 7 hundred of

comments. I guess Adidas penetrate the girl’s interest and show unique pattern of nail

art with using Adidas mark. People press the like button when they think it’s beautiful

or something special so I think this facebook marketing was successful.

The worst effective content based on Likes/Comments

In 8th June 2012, the rapper Joey Badass’s new album track “DAILY ROUTINE” was

uploaded. This content got 691 likes and 28 comments. People don’t begin to pay

attention because this rapper is not popular and also there was no interrelationship

between this music and Adidas. When viewers watch the “view the video today and

download the track at yourstru.ly:” phrase, consumers can feel “it’s just the commercial

to just get profit from us.”

Good examples

I guess this picture was uploaded on Monday. Consumers need to cheer up in the

Monday morning especially because we played a lot in the weekend. The situation

match with the people’s life and in the cappuccino, Adidas logo is in it. I think this kind

of page can make people press more likes who doesn’t really interested in Adidas. They

just press like button just they need some coffee. This kind of content can bring forth a

bit of empathy for the people’s situation in the picture. 52 thousand of likes and over 6

hundred of comments were written.

This watch is an Adidas’s winter collection. This picture of watch can make the people

more pay attention because it’s limited addition. We can know people press the like

button whatever it is just Adidas’s new product but it is worth of it and looks awesome.

This content got 60 thousand likes and one thousand 5 hundred comments.

Bad examples

I found the Korean content in foreign Adidas Facebook fan page. After August 2013,

about ten contents of Korean commercials were uploaded. But all of them had markedly

low likes and comments. We can’t say using models in Facebook is a wrong method but

“kang dong one” is famous movie star in only Korea. In other country, they don’t really

know about this actor. Also consumers can’t understand Korean. They can’t actively

participate in this content. If Adidas want to use “kang dong one” to notice this product

then I recommend to make Adidas Korea fan page.

I couldn’t say it is bad example because it was written in Korean. But in this content

there is no sincerity. Facebook manager could bring some Snoop Dogg’s concert poster

or an eye-catching concert video. They just linked the concert video. It is cumbersome

so consumers couldn’t make active participation on this content. In case of Nike, they

put the capture of the video or lettered the short phrase of video.

PUMA⑵

The best effective content based on Likes/Comments

The picture of America oracle team’s victory was uploaded and PUMA is sponsoring

thins team. Actually Nike has many sponsor sportsman and they have got more medals

on the Olympic Games or World cup. But Nike didn’t exposure in the Facebook so

many people remain ignorant of it. Winning with wearing Puma’s uniform means that

the quality of the product is good as the player’s capacity. So I think this commercial

could be the good way to appeal the company’s product quality. This content got more

than 7 thousand likes and 160 comments.

The worst effective content based on Likes/Comments

I choose the video content with the title of “Usain Bolt prepares by practicing his

Russian language skills after training” in 31th July 2013. It seems to be a good

marketing effect when we think there is Usain Bolt wearing Puma uniform and win the

race or practice before the game. But we don’t actually hope for Usain Bolt studying

Russian language. It could be fun but in the video, Usain Bolt just repeat after the

cassette. Through Usain Bolt came in the video, only 700 likes and 12 comments were

written.

Good examples

Simple picture and simple phrase but it makes people more participate because they are

asking us what our favorite color of the shoes is. It is easy question that every person

can answer so people can participate and write the comments easily. I thought this kinds

of asking question content makes more interest to the people than explain just the

products. Also there are many likes and comments compare to other PUMA’s contents.

This content is one of the most PUMA’s Facebook page does. They just show one pair

of running shoes with the fantastic background. They don’t bring many pairs of running

shoes. It contains so simple picture and letter but strangely people pressed 10 thousand

of likes in this picture. I think because the title and the picture were so touched to

consumers. The title is “Even in the dark these Animal stand out.” We can guess that

PUMA’s converse shines and contains good quality even in the night.

Bad examples

This content is as same as Nike that explains the new PUMA’s app. There is no

specially amazing function. The woman in the video just turns on the app and shows us

about the new PUMA’s app. I think well communication between company and

consumers is the best way of marketing. But in this content they only delivery the

information. So likes in this content had just 588 and 40 comments only. Contents have

to move people’s mind.

Dancing in the club party picture was uploaded with the question of “have you ever

been to an all-night dace party?” But it seems like this picture have no connection with

PUMA. And we can’t find any clear intention. Good content have to appeal both

PUMA’s product or company and consumer’s bond of sympathy.

SWOT&Insights

Similarities and difference comparing Nike and competitors

Nike also posted running shoes products but almost they uploaded the poster of the

famous sports star picture with some letters which contains the Nike’s ideology. In this

kinds of posting, the number of like and comment were so many. Also there was no

Korean word posting. Every posting was in English. In the other hand, ADIDAS or

PUMA posted their own products a lot. Also I could find some Korean word contents.

In the all Facebook page, the probability of getting likes and comments was high when

they posted with pictures than video. People don’t have time to watch all the video and

easily get bored of it.

What unexpected things did you observe?

I thought NIKE got much more likes and comments because the people who liked that

page is the best. But even if the page likes are noticeably low, they got many likes as

NIKE when they post the interesting contents. In reality NIKE, ADIDAS, PUMA got

similar number of likes.

NIKE’s SWOT analysis

Strong : the best brand power in sports product company. NIKE can do many

promotions or advertisements of using “Just do it”. They have strong brand image in

consumer’s mind.

Weaknesses : NIKE has some tendency that they think the ideology is important only. I

feel like NIKE wins because of the brand power not the quality of products. Utilize of

Facebook is lower than ADIDAS or PUMA. They upload just 5 contents a month.

Opportunities : ADIDAS or PUMA doesn’t have clear company’s ideology. People can’t

imagine clearly when they think of those two brands. In Korea, outdoor boom is

starting. I think NIKE’s running shoes demand will increase in Korea if NIKE uses this

good situation.

Threats : Many NIKE’s sports models got incidents. It could bring bad images to NIKE.

In conclusion, what insights did you get?

NIKE is doing well in Facebook marketing either. But they have to post more like twice

a week or once a day. If NIKE found Korea’s outdoor boom is getting started, they need

to make some marketing about this situation in Korea.

Recommendation for your client

In NIKE but also in ADIDAS or PUMA, there is no Facebook event that people

who share or leave the comments on the posting, some people can get that goods

with lottery. Even if they didn’t have any interests in the product and just

commented to get it, they have some desire to get it. So they could buy the

commented product by their own money if they got failed. Also their friends can

see in each of their Newspeed. To make more participation with consumers will be

the better Facebook utility. For example, NIKE post the new arrival running shoes

in the Facebook, and they give it to five person who shared the posting or left some

comments. Because NIKE is a multinational corporation, every person in each

country can participate in this event.

I think it’s good way to post NIKE and consumers related video or picture. Case

study with one of the good examples of ADIDAS, cappuccino with ADIDAS logo in

the Monday morning can inspire viewers. NIKE needs to communicate with the

consumers like this. For example, post “Just do it” on the table for students or post

“Just do it” on the computer for the office workers to spend more active day.

Finally I recommend the participation contents. For example post three people

who wear all of NIKE products and make their own fashion. Then ask consumers

to choose what fashion is the most fashionable. People will participate easily and

they would watch whose fashion is the most popular in the comments.