Digital marketing has become a stimulus in the business world driving consumer engagement, sales, and ROI. Every brand is seeking to carve its niche in the digital retail space, however, what stands out today is a curious mix of a data-driven strategy with influencer engagement. While there are several digital tools available to digital marketers, a successful digital campaign is user-centric with defined goals and compelling content. It captures the needs and aspirations of the user while building an emotional, cultural, aspirational, or nostalgic connection. Global brands that utilize these tactics are offering us compelling case studies on increasing sales and building brand loyalty.
One such global brand is Nike, generating individual and community experiences with its captivating content. Over the years, Nike has established an emphasis on influencer marketing and data analytics to lead the athleisure and sports footwear market segment.
Nike started in 1964 in the US and is the world’s largest supplier of athletic footwear and apparel. Over the years Nike’s success has been closely linked to its data-driven user-centric product development and ingenious marketing strategy. One critical aspect is the brand highlighting sports stars, rising athletes, and underdogs on a global platform. Resonating with a strong target audience of sports enthusiasts and active individuals. Collaborating with athletes empowers Nike’s brand image that embodies the spirit of dedication, excellence, and determination.
Power of Collective: Nike’s Influencer Marketing
Influencer marketing is a domain within digital marketing that leverages influential individuals to promote its brands and products. In the digital age and rise of Metaverse, influencer marketing has become a cardinal element of digital marketing. Leading to enhanced user engagement and brand promotions.
With Nike’s dominant ad campaigns spanning decades, their determination to stay in tune with brand ethos and connect with the community offers us a curious case study to learn from. For instance: #JustDoIt is the brand’s slogan but acts as a call to action for its consumers to stay determined and focused.
Their influencer marketing is built on iconic partnerships with global sports stars like Micheal Jordon, Lebron James, Serena Williams, Cristiano Ronaldo, and many others. Leading the brand to inspire and connect with its global. Let’s understand the key features of their influencer marketing strategy:
a. Partnerships across domains and borders: embracing inclusivity and diversity
Nike has embraced the power of collective by building unique partnerships with several iconic sports personalists, emerging talent in music and entertainment, and leading lifestyle and fashion icons. Extending its reach beyond sports. The brand’s commitment to diversity and inclusion is reflected in its partnerships with individuals from various backgrounds. This approach has helped the brand to tap into a range of diverse audiences and expand its brand appeal globally.
For instance: The Nike Pro Hijab campaign launched in 2017 is a powerful message from the brand. Highlighting the message of empowerment of Muslim women in the sports industry, promoting inclusion.
b. Authentic partnerships
A key feature of Nike’s influencer marketing campaigns that contributes to its wide success is the brand’s commitment to authenticity. It selects influencers who embody the spirit of determination, excellence, and dedication. Fostering a culture of genuine connections that resonate deeper.
For instance: Nike’s digital film campaign called ‘Dynasties’ stars the US Women’s Basketball team. With this campaign, Nike declared the USA Women’s Basketball team as the greatest sports team of all time for holding a record-breaking number of wins. Highlighting the brand’s commitment to excellence and fostering growth in women’s sports.
c. The social media and app craze
The brand has worked on building a series of social media campaigns and niche apps to connect with its digital audience.
Hashtag craze
i. One of Nike’s successful hashtag campaigns include #DreamCrazier which features the tennis icon Serena Williams challenging gender stereotypes while inspiring women to pursue their careers in sports.
ii. Another successful hashtag digital campaign has been the brand’s slogan #JustDoIt. It has become one of the most easily and widely recognizable digital campaigns today that encourages people to push boundaries and reach for excellence.
Nike’s mobile apps
To build a deeper connection with their audience and curate the Nike community the brand has launched a few apps. Like
i. Nike Run Club: Running Coach. Health & Fitness
ii. Nike SNKRS: Sneaker Release. Shopping
iii. Nike Training Club: Wellness. Health & Fitness
iv. Nike Adapt. Health & Fitness
v. Nike Studios. Health & Fitness
Nike partners with various fitness influencers and trainers from time to time to publicize its Nike Run Club, Nike SNKRS app, and more. With these efforts, the brand is cultivating a loyal and active online community that amplifies its brand messages.
d. Nike ambassadors and micro-influencers
A key aspect of Nike’s successful influencer marketing is its brand ambassador programme. This programme has a niche and micro-influencer outreach approach building partnerships with athletes, fitness trainers, lifestyle influencers, fashion icons, and more. These are influencers with small but highly engaged community following. Nike’s ambassadors are actively engaging with their followers and partake in Nike-sponsored events.
The Digital Metric: Nike’s Successful Data Analytics Strategy
Nike employs heavy use of data analytics to understand user likes and preferences. Enabling them to develop targeted and personalized marketing campaigns. With their data-driven digital campaigns, Nike has been able to enhance customer engagement and drive sales. Here are the key features of its data-driven approach:
a. Offering personalized product recommendation
Remember the many Nikes mobile apps we just learned about? The brand uses these apps to track user activity, build consumer segments, and personalize the ad content. Building targeted ads that recommend specific products based on user data collected. A Nike Run Club member may get offers on running gear like running shoes while a Nike SNKRS user may get more personalized recommendations on limited-edition lifestyle sneakers.
b. Optimizing their digital content strategy
Data analytics helps Nike to track what kind of content a user connects and resonates with. The brand takes data-driven content decisions to build new digital content campaigns. Driving meaningful interaction with the consumers.
c. R&D for new product innovation
Known for its highly inspired and user-centric products, Nike products are critically featured across media platforms for their deep R&D, science, and design behind each show. Their success in product innovation is rooted in data-driven design and multiple iterations. The brand evaluates user data to comprehend user patterns, behaviours, and preferences. Utilizing this data to inform its R&D efforts. Leading to product innovations that meet consumer expectations.
d. Campaign tracking and analysis
A key feature Nike utilizes is real-time tracking of its marketing campaigns across digital platforms. It considers common indicators like click-through rates. Leading them to understand and differentiate between its successful and underperforming campaigns.
The brand also utilizes data for Omni-channel marketing and building customer lifecycle value charts.
Nike leverages its influencer marketing to connect with its user’s spirit of determination, athleticism, and sports enthusiasm. For instance, Nike’s – How We Do campaign features Nella Rose, a lifestyle influencer, and emphasizes inclusivity while trying new sports like boxing to encourage young individuals to participate in sports. Its compelling content created via data analytics fosters high engagement across digital platforms, social media channels, and mobile apps. Leading to enhanced brand awareness, increase in sales, and ROI.
There is a lot to learn about leaving lasting impressions through captivating content, sharing authentic stories of real people, and generating inspiring narratives from Nike. The brand masters the art of brand being its people by offering Nike loyalists community space for interactions and engagement.
Is there a brand you think does influencer marketing just as good as Nike at a global level?
Let us know in the comments.
