Relevance and Effectiveness of the campaign.

This ongoing campaign has demonstrated Nikes brand’s ability to increase sales, brand awareness and loyalty from consumers through a effective communication campaign.

The relevance of the campaign was to introduce female runners to Nike footwear opposed to purchasing from competitor Asics. The statistics below illustrate how the campaign contributed to introducing more Australian women to Nike footwear, and gain an advantage over competitor Asics.

Statistics -

-       - 44% of runners brought a pair of Nike shoes with registration.

-       -  90% intend to race next year.

-      -  Before the actual event the brand created a community of 54,762 female runners before the race night, and 95,000 since the event.

-      -  Key shoe styles were sold out

-      - Sale targets were met and exceeded expectations

It is also suggested by Belch author of Advertising and promotion: integrated marketing communications perspective, 10^th edition, that an effective integrated marketing campaign has a goal to build short term financial returns and long term sales, brand awareness, and shareholder value. The statics illustrate Nike was able to achieve this short – term and long-term goal as a result of their She Runs the Night campaign.