How Social Media and the Web Influenced the Media Campaign

Social media is increasingly becoming the most popular source for consumers to research products and express consumer feedback.

Today more than 60 precent of consumers researching products through multiple online sources learnt about a specific brand or retailer through social networking sites (Chandler Stephanie, 2013). The statistics illustrate why it has become important for marketers to launch campaigns through social media and have knowledge of the positive and negative effects this marketing can have.

Researching the Nike – She Runs the Night campaign makes it evident that without the use of social media the brand may not have been as successful in sharing their message to such a large number of people, than if they had launched the campaign using another method.  

Social media allowed the company to create awareness of the event, while also marketing their brand and products for women at potentially a lesser cost. The recognition for the campaign led the marketing team to create a community and space for women to begin conversations and organise running groups. This meant their audience was regularly viewing the space and Nike could use this opportunity of consistently sharing their symbols, messages and gain constant exposure for their products in a cost effective environment.

The use of direct marketing between Nike and their audience led to ideas for the event and instant event and marketing feedback. This played a significant role in their campaign because it was feedback from consumers that inspired the company to organise the running event in the evening, as women preferred to run at night.

Source: Chandler, Stephanie, 2011, The Hidden Benefits of Social Media Marketing: Why Your Strategy May Be Working Better Than You Think, FORBES, Available: http://www.forbes.com/sites/work-in-progress/2013/03/12/the-hidden-benefits-of-social-media-marketing-why-your-strategy-may-be-working-better-than-you-think/ Accessed: 14.10.2014