Nike and the Razor group together were able
to construct and execute an effective integrated marketing campaign. Not only
did the brand build customer loyalty, brand awareness and increase sales. They
were also able to encourage Australian women to get healthy and fit through the
campaign. Jasmine Chen is a Sydney runner and described in a recent interview how
“the campaign motivated her to reach for higher training goals with support and
inspiration from Nike the whole time”. She has also since shared her experience
and encouraged more female runners to participate in the annual event.
The interview conducted with Chen, allowed
me to receive a first-hand response on how runners felt during the campaign and
participating in the event. This is important because Chen suggests herself and
other runners are enticed by positive feelings and a healthy stage of their
life when associated with the brand Nike.
Source: Interview was conducted with
Jasmine Chen and myself on 27th October, 2014 in North Sydney.
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