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Competitive Share of Conversation

Nike dominated, with a 54%share of social media conversations.

Adidas had a respectable 32%, while Puma lagged behind with a

mere 14%.

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Nike rolled out its successful Make it Count campaign withthe release of their Nike FuelBand earlier in 2012. The

campaign kicked off with a viral video posted on

YouTube by Casey Neistat and Max Joseph, who instead

of creating the agreed-upon commercial, set out with themoney they received from Nike to Make it Count in the

way they defined the term they traveled 34,000 miles,

visited 16 cities in 13 countries on 3 continents.

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However, the success of the campaign centered on

the consistent social media campaign that

followed the video and launch of the FuelBand.

They promoted the #makeitcount hashtag on bothTwitter and Instagramand got millions of

consumers to promote the hashtag by uploading

photos and sending out tweets.

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Submitted By:

Peeyush Wate

ITM BUSINESS SCHOOL

KHARGHAR