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Cannon Group Nike Final Presentation

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Cannon Group Nike Final Presentation

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This past summer, I was selected to be a part of the Multicultural Advertising Internship Program (MAIP). As a final project, we worked with Weiden + Kennedy to produce an all-encompassing marketing communications plan for Nike. Nike was looking to launch their new women's basketball line. Our presentation as selected to present in front of Nike and Weiden + Kennedy executives.

This past summer, I was selected to be a part of the Multicultural Advertising Internship Program (MAIP). As a final project, we worked with Weiden + Kennedy to produce an all-encompassing marketing communications plan for Nike. Nike was looking to launch their new women's basketball line. Our presentation as selected to present in front of Nike and Weiden + Kennedy executives.

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Cannon Group Nike Final Presentation

  1. 1. 1 NIKE WOMEN’S BASKETBALL APPAREL LAUNCH JULY 26, 2015CANNON GROUP
  2. 2. 2 NIKE BASKETBALL IS LOOKING TO GROW. THERE IS AN OPPORTUNITY TO SHARE THE STORIES OF WOMEN BASKETBALL PLAYERS. THE FIRST EVER WOMEN’S BASKETBALL LINE WILL FOREVER CHANGE THE GAME.
  3. 3. 3 THIS DECK WILL REVEAL OUR: RESEARCH INSIGHTS STRATEGY CREATIVE COMMUNICATIONS
  4. 4. 4 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS THE CHALLENGE IS THAT CURRENTLY THERE IS NO EXCITEMENT AROUND WOMEN’S BASKETBALL. THE CHALLENGE IS THAT WOMEN BASKETBALL PLAYERS MUST HAVE A STORY TO BE RELEVANT. THE CHALLENGE IS NBA PLAYERS ARE SEEN AS IDOLS, WNBA PLAYERS ARE JUST THEIR FAVORITES.
  5. 5. 5 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS THE GOAL: TO MAKE WOMEN’S BASKETBALL RELEVANT.
  6. 6. 6 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS WHO ARE WE SPEAKING TO? 14-17 YEAR OLD GIRLS. SHE IS: BASKETBALL IS HER LIFE. The best player on her high school’s varsity basketball team. She’s looking to go to college on a basketball scholarship. She looks forward to that next level challenge. It’s not just fun and games for her; it’s her life.
  7. 7. 7 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS WE SURVERYED 14-15 YEAR OLD GIRL BASKETBALL PLAYERS. (LADYBULLDOGS, NYC). THESE YOUNG WOMEN ALREADY HAVE THE WILLPOWER OF CHAMPIONS. EXPLORATION:
  8. 8. 8 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS WHAT MAKES THESE GIRLS WAKE UP EVERY DAY TO PRACTICE? “I tell myself that things you want aren’t just handed to you.” “The idea that I could improve with every minute I devote to practicing helps to keep me going.” “I play to make my grandfather proud. He is the reason why I play basketball. He helps to keep me going.” RESPONSES: “IT WILL ALL PAY OFF.” -ARIANA 14, LADYBULLDOGS POINTGUARD
  9. 9. 9 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS IF YOU COULD BE ANY WNBA PLAYER WHO WOULD YOU BE? WHAT WOULD YOU ASK HER? “Skylar Diggins.” “How do you feel about the stigma around being in the WNBA vs NBA?” “How did you stay motivated?” “Lisa Leslie.” RESPONSES:
  10. 10. 10 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS FURTHER EXPLORATION LEAD US TO: WAYS THESE GIRLS CAN INTERACT AS A GROUP. WHAT WOULD MAKE THE GIRLS PARTICIPATE. GOOD WAYS TO UPGRADE YOUR BASKETBALL OS / IQ. WAYS THESE GIRLS WANT TO BE VIEWED. AN EXCITING WAY FOR THE GIRLS TO COLLECTIVELY IMPROVE.
  11. 11. 11 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS INSIGHT: A WOMAN BASKETBALL PLAYER’S SUPPORT SYSTEM GOES FAR BEYOND THE COURT.
  12. 12. 12 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS GIRLS NIKE WANT TOOLS AND OPPORTUNITIES TO IMPROVE, AN ACTIVE, PRESENT COMMUNITY HAS THE RESOURCES, DATA AND ATHELTIC NETWORK ?
  13. 13. 13 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS HOW CAN WE BRIDGE THE GAP? ?
  14. 14. 14 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS HOW CAN NIKE LEVERAGE AND VISUALIZE A SUPPORT SYSTEM?
  15. 15. 15 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS WE BRING IT BACK TO THE HEART OF THE GAME.
  16. 16. 16 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS THE HUDDLE. A SYMBOL OF SOLIDARITY A BASKETBALL PLAYER HAS BOTH ON AND OFF THE COURT. FROM THE MOTIVATION TEAMMATES PROVIDE FOR EACHOTHER INSIDE A HUDDLE TO THE FAMILY HUDDLE AT HOME.
  17. 17. 17 MY HUDDLE PUSHES ME PAST MY LIMITS UNTIL I LEARN THERE ARE NONE. HAS MY DAY 1’S.IS THE ONLY CIRCLE I SURROUND MYSELF IN. KNOWS I’M MORE THAN A BASKETBALL PLAYER. KNOWS WHERE TO FIND ME ON AND OFF THE COURT. HITS ME WITH A REALITY CHECK WHEN THEY CATCH ME SLIPPIN. KNOWS FRIDAY AND SATURDAY NIGHTS ARE STRICTLY FOR PRACTICE. ONLY GIVES ME UNCONDITIONAL SUPPORT. WHO’S IN YOURS? #MYHUDDLE
  18. 18. 18 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS THROUGH A DIGITAL AND AN EXPERIENTIAL ACTIVATION THE NIKE HUDDLE CAMPAIGN WILL PROVIDE WOMEN BASKETBALL PLAYERS WITH THE NETWORK AND RESOURCES FOR COLLECTIVE IMPROVEMENT.
  19. 19. 19 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: EXPERIENTIAL ACTIVATION NIKE HUDDLE: CITY HUDDLE UPS A local professional basketball player (male or female) will show up at a prominent local high school practice to share with female players the importance of their sup- port system on & off the court. A local top university women’s basketball team scout will also be there too add the importance of education. A Nike representative will also be there to talk about the new App “Nike Huddle.” A Nike media team will be there to document the event to share online. Local news station will be there to facilitate the panel and document the huddle up for tv and online viewership to target parents.
  20. 20. 20 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: EXPERIENTIAL ACTIVATION WHO: BECKY HAMMON CITY HUDDLE UP: NEW YORK WHAT: SHARES HER JOURNEY, AND MEANING OF HER HUDDLE ON & OFF THE COURT WHEN: ONE WEEK PRIOR TO APPAREL LAUNCH WHERE: CHRIST THE KING HIGH SCHOOL WHY: TO INSPIRE WOMEN BASKETBALL PLAYERS WITH TIPS FOR SUCCESS AS WELL AS STORIES OF TRIUMP AND GROWTH
  21. 21. 21 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: EXPERIENTIAL ACTIVATION CITY HUDDLE UP INFLUENCERS Cheryl Swoopes (Former NCAA/WNBA Player) NCAA record holder and Coach at Loyola University Chicago. Cheryl has been both a coach and player and can speak on diversity within the WNBA as an African-American and openly gay. Brittney Griner (WNBA) Top talent, Unique and was bullied in school for her uniqueness. Griner is also openly gay. (Talk on individuality and how it contributes to the huddle) Skylar Diggins (WNBA) Top Talent, Face of the league right now. (Talk on her individual story) Elena Delle Donne WNBA missed 12 games as a sophomore after being diagnosed with Lyme disease and made it into the WNBA. Lisa Leslie (Former WNBA MVP) Played for USA in the Olympics multiple years. Talk on her olympic journey and being able to experience different cultures. Diana Taurasi Taking a backseat from the WNBA to play overseas because salary is more than 10 times what she is paid by WNBA. (Talk on options for girls ball players) Pat Summitt (Former Coach University of Tennessee Lady Vols basketball team) Left her position as a coach due to early on-set Alzhemiers. She can expand on the bond/relationship of a player and her coach. Becky Hammon - First female assistant coach in the NBA for the San Antonio Spurs.
  22. 22. 22 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: APP SKILL DRILLS (Videos) Select Nike women basketball players will perform and describe different moves they themselves do when they practice. WORKOUTS (Videos) In-gym training workouts performed by women basketball players for physical training. From Plyometrics, core workouts, medicine balls and everything in between. PICK UP Complete list of upcoming Nike basketball pickup game locations & dates throughout the United States. NUTRITION Daily diet of various Nike female basketball athletes during season for optimal game day performance. SHOP A direct purchase point for women basketball athletes to view and buy the new product line. The ultimate resource center for basketball improvement. We are giving the girls what they want. Basketball Knowledge. A database to improve their Basketball Operating System and for them to collectively develop their talent at practices.
  23. 23. 23 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: MICROSITE NIKE HUDDLE: APP HOMESCREEN
  24. 24. 24 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: SOCIAL MEDIA ACTIVATION Nike will act as a catalyst for female basketball players by using social media as a way for girls to express those who support them. Nike Asks: “Who’s in your huddle?” Tell us by using the hashtag #MyHuddle to be featured on the NikeHuddle Instagram. A selfie with your support system. The people in their huddle, on or off the court. Potential Captions: My grandma, mom and brother. #MyHuddle Briana, Kelly, Joanna & Tiffany #MyHuddle WE LEVERAGE SOCIAL MEDIA PLATFORMS WITH A SIMPLE CALL TO ACTION: “Who’s in your huddle?”
  25. 25. 25 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: IG REPOSTS
  26. 26. 26 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: PROMOTED POSTS
  27. 27. 27 01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: PROMOTED POSTS
  28. 28. 28 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS STORYBOARD - “WHO’S IN YOUR HUDDLE?” Coach Diggins: You will only go as far as every other person in this huddle pushes you. Coach Diggins: During your off days train- ing, you will help each other go far. Very far. Coach Diggins: Study up. Your brain is what will take your game to the next level. Voiceover Throughout: Skylar Diggins is speaking to a group of fourteen year old girls.
  29. 29. 29 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS STORYBOARD - “WHO’S IN YOUR HUDDLE?” Coach Diggins: This is bigger than yourselves. It’s about your huddle at home and making your parents proud of you. Coach Diggins: It’s about coming together, for a greater good. Coach Diggins: Focus on your goals, your vi- sion should be tunnel and always keep true friends inside your basketball huddle.
  30. 30. 30 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS STORYBOARD - FINAL FRAME WHO’S IN YOUR HUDDLE? #MYHUDDLE
  31. 31. 31 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS COMMUNICATIONS PLAN WE’RE GOING TO REACH OUR TARGET BY: 1. LAUNCHING CITY HUDDLES In planning the City Huddles, exclusive press invites will be sent out to get the word out. The ul- timate goal is to leverage the press to reach the decision-makers/parents. Nike will invite ESPN, ESPNW, ABC News, Bleacher Report, ESPN.com. Ideally a short segment with a major network about City Huddles bringing the women’s basketball community together. Nike will pitch to an established online sports publication, providing a retired WNBA Player (Lisa Leslie, Cheryl Swoopes etc.) and a current WNBA Player (Skylar Diggins, Brittney Griner etc.). The women will discuss who is in their huddle and how their huddle has impacted them throughout their lives. The end of the article will encourage girls to expand their huddle/build the huddle community by downloading the app and how City Huddles are bringing the women’s basketball community together. 2. PUBLICATION PUSH
  32. 32. 32 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS COMMUNICATIONS PLAN WE’RE GOING TO REACH OUR TARGET BY: Nike will use the insight that girls enjoy being athletic, stylish and feminine by pitching to a female positive website. eg. include Seventeen Magazine Online, GirlsLife, Glamour, Allure etc. Nike would pitch to them a series of articles called “The Huddle” which would provide tips, humour and human truths about a girl’s huddle. They could include the following ideas but are not limited to: “Times When Girls Need To Huddle,” “How to Improve Your Game This Basketball Season,” “People Who Should Be In Your Huddle,” “Celebrity/Athlete’s Huddles. The girls would then be encouraged to “Join The Huddle” or will be asked “Who’s in/Build Your Huddle” and are next prompted to download the app. about how City Huddles are bringing the women’s basketball The #MyHuddle Contest should utilize influencers who are passionate about Nike and the WNBA. The contest should launch on a Thursday in time for #tbt because many people begin to feel nos- talgic picking out that right post for #tbt. Influencers can start the campaign by posting a picture of their huddle to Instagram, Twitter and Facebook. Nike can pitch an Instagram Recap of the influencers to media outlets including E! Online, Buzfeed, Refinery29, ESPN.com etc. Each Thurs- day following the launch, one of the influencers could takeover the Nike Instagram and introduce viewers to their huddle. 3. 2ND PUBLICATION PUSH (INFLUENCERS) 4. SOCIAL MEDIA ACTIVATION
  33. 33. 33 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS NIKE HUDDLE: MEDIA PLAN The media plan below outlines a two month period. Pre-roll Ad Social Media September October :60 seconds :30 seconds :15 seconds Promoted Posts
  34. 34. 34 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS CONFIRMATIONAL RESEARCH BY THE AGE OF 14, GIRLS DROP OUT OF SPORTS AT TWO TIMES THE RATE OF BOYS MAINLY DUE TO THE LACK OF ROLE MODELS. SOURCE: FITNESS CLOTHING - US - OCTOBER 2014 MINTEL SOURCE: FACTORS INFLUENCING GIRLS PARTICIPATING IN SPORTS - WOMENS SPORTS FOUNDATION SIMPLY OWNING FITNESS CLOTHES MAKES SOME FEEL MORE EMPOWERED, WITH 26% OF CONSUMERS SAYING THEY PURCHASED TO MOTIVATED THEM TO EXCERCISE MORE OFTEN.
  35. 35. 35 01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS CONFIRMATIONAL RESEARCH NIKE ACCOUNTS FOR THE GREATEST SHARE OF TOTAL ONLINE CONVERSATION AMONG ALL REVIEWED FITNESS CLOTHING BRANDS 39% SHARE OF VOICE. SOURCE: MARKETING TO TEENS - US - MAY 2015 MINTEL
  36. 36. 36 THANK YOU
  37. 37. 37 CANNON GROUP

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