The Media Used To Promote The Nike Campaign

In order to increase sales in female Nike running shoes within Australia, the company began their campaign on social media as their platform to target women.

Social media became the primary channel to reach their target female runners. It was also used as a medium for the brand to share symbols, messages, receive feedback and advertise their products.  The primary social media pages used to communicate with their audience were Facebook and Twitter. These sites provided Nike with the tools to create a physical and digital community of runners, and empowered them to communicate amongst themselves and form running groups. This reinforced their key message, which was “Women had more empowerment when they run in a group, rather than alone”. 

Followed by social media were print advertising and video advertising across a variety of mediums such as: online, magazines, gyms and billboards. The placement of the advertising suggests the brand didn’t only target female runners, they targeted females in general and encouraged a variety of women to participate in the Nike running event. A Nike app for smartphones was also integrated into the campaign which allowed runners to sign up for the event, set goals and become part of a virtual running community.

A variety of ambassadors were also assigned to training groups of women for the event and eventually they became the face of their advertising and commercials. This marketing technique attempted to involve women that consumers could relate to and be inspired by, rather than just any model or sport athlete.

Pop-up stores were located in Sydney to prepare runners with gait analysis, bra fittings and Nike merchandise to purchase for the event.

The social media pages are actively, continuing to promote Nike footwear for women and prepare runners for their next night running event. This allows the brand to continue promoting for the event and advertise their footwear in the mean time. The social media pages also allow consumers to do the marketing for their brand. Those who participated in the event have posted positive comments in regards to the campaign and promote the brand while doing so.