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Nike
Social Media Marketing
      Case Study
Note: This case study is an overview of Nike’s SMM practice in China. It is mainly focused on the
overall structure of Nike’s social media landscape, interrelations between different social elements,
online-campaigns and offline-activities, but it will not go to great details of any specific campaign.
Social Marketing Hierarchy
                       ROI




             LOYALTY                 Brand value
                        Tribe

                                              Engagement

                             Team

         COMMUNITY
                                                       Activity



                                    Content
              CAMPAIGN                           Platform



                                                             Paid & Owned
                                         Tool knit



  RESOURCES                                                 Technologies
Nike Social Marketing Hierarchy
                                             ROI
                         WE


                       SPORTS
                                                            Brand value    LOYALTY
                       Night Run              Tribe

                                                                    Engagement    COMMUNITY

                   Nike woman                      Team



            Basketball                                    CAMPAIGN           Activity
                                Nike
              never            Chance
              stops
        Kobe                             Summer
                    Challenge                             Content
       system                           Tournament
                   for Nike Girl                                       Platform   RESOURCES

      Renren           Weibo                Game                                    Paid & Owned
                                                               Tool knit
   E-                              NikeID           Nike+
                Blog
commerce
                                                                                   Technologies
This is the landing page of Nike basketball (篮球攻会). It not only enables linkage to
 almost all the prevailing social networks in China, but also very engaging in nature
 because it provides useful contents tailor made for all basketball lovers.




       ↑ Use the celebrities (Kobe etc. ) to
       draw attention to Nike’s new line of    ↑ Give privilege offers to the community
       shoes                                   members

  → Give out                                         →Hold annual
       training                                     competitions to
videos to help                                     engage students
    players to
enhance their
          skills
Nike Weibo
             Nike has created different weibo accounts for each
             product line, online community and spokesman. While
             producing different contents for different audience at
             the same time, Nike maintains a strong brand image.

             All these accounts are inter-linked by grouped
             sidebars.
Nike Renren

So is Nike’s SNS accounts: Multiple accounts for multiple
communication purposes. Multiple purposes are interlinked by
sidebars.
Nike woman campaign minisite
“Challenge for Nike Girl” is the latest
campaign launched on Women’s Day.

The campaign minisite is embedded
on Nike renren page. It is a product of
Gamification thinking.


                                    →The whole
                             campaign is made
                                  into a game
                           composed of a series
                                      of tasks.

                           ←After
                           accomplishing tasks,
                           a ranking chart will
                           be displayed by
                           individual, cities,
                           schools and tasks.
Nike ID



                           Nike plus


             Nike


                                   Lunar run

姐妹淘
      篮球攻会
              足球劲区     Night run

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Nike Social Media Marketing Case Study

  • 2. Note: This case study is an overview of Nike’s SMM practice in China. It is mainly focused on the overall structure of Nike’s social media landscape, interrelations between different social elements, online-campaigns and offline-activities, but it will not go to great details of any specific campaign.
  • 3. Social Marketing Hierarchy ROI LOYALTY Brand value Tribe Engagement Team COMMUNITY Activity Content CAMPAIGN Platform Paid & Owned Tool knit RESOURCES Technologies
  • 4. Nike Social Marketing Hierarchy ROI WE SPORTS Brand value LOYALTY Night Run Tribe Engagement COMMUNITY Nike woman Team Basketball CAMPAIGN Activity Nike never Chance stops Kobe Summer Challenge Content system Tournament for Nike Girl Platform RESOURCES Renren Weibo Game Paid & Owned Tool knit E- NikeID Nike+ Blog commerce Technologies
  • 5. This is the landing page of Nike basketball (篮球攻会). It not only enables linkage to almost all the prevailing social networks in China, but also very engaging in nature because it provides useful contents tailor made for all basketball lovers. ↑ Use the celebrities (Kobe etc. ) to draw attention to Nike’s new line of ↑ Give privilege offers to the community shoes members → Give out →Hold annual training competitions to videos to help engage students players to enhance their skills
  • 6. Nike Weibo Nike has created different weibo accounts for each product line, online community and spokesman. While producing different contents for different audience at the same time, Nike maintains a strong brand image. All these accounts are inter-linked by grouped sidebars.
  • 7. Nike Renren So is Nike’s SNS accounts: Multiple accounts for multiple communication purposes. Multiple purposes are interlinked by sidebars.
  • 8. Nike woman campaign minisite “Challenge for Nike Girl” is the latest campaign launched on Women’s Day. The campaign minisite is embedded on Nike renren page. It is a product of Gamification thinking. →The whole campaign is made into a game composed of a series of tasks. ←After accomplishing tasks, a ranking chart will be displayed by individual, cities, schools and tasks.
  • 9. Nike ID Nike plus Nike Lunar run 姐妹淘 篮球攻会 足球劲区 Night run