The document outlines Nike's "Just Did It" campaign celebrating its 25th anniversary. The campaign's objectives are to generate positive attention, engage athletes and consumers by encouraging them to share personal victories on social media. Strategies include engaging social media users to submit victories, having users vote on top stories with prizes, and featuring the winner in a commercial. Key metrics are positive sentiment, media coverage, participation levels, and completing the campaign within budget and timeline.

1. JUST DID IT

2. “SWOT”

3. Strength:
• Brand value
• Profit growth
Weakness:
orders
decreased in
Asian market
Opportunity:
“Just did it” pays
tribute to the
company’s quarter
century of helping
everyone becomes
an athlete
Threat:
• Adidas, Puma,
Reebok
• Under
Armour,Lulule
mon Athletica

5. Share Your Victory

6. Objectives

7. Creating a
platform to
celebrate
Nike’s past 25
years of
victories and
to set the
stage for
future
success for
Nike
1
Generating positive
attention to the
“Just Did It”
campaign through
increased media
coverage
Engaging all
athletes, Nike
consumers and
all individuals
with victories
through social
media and thus
increasing
Nike’s social
media influence
2
3

8. Audience
JUST DID IT

9. © 2006 Avanade Inc. All rights reserved.
The Avanade name and logo are
registered trademarks in the US and other
countries.
Every person who has a personal
victory to share
Social media users who are active
and engaged
Everyone who works in the team

10. Strategies
and
Tactics

11. January 25th to February 25th
March 26th to April 11th
April 12th

12. Strategy 1. To
Engage ‘every body’
to share their
victories through
multiple social media
platforms.

13. Tactic 1: Satellite Media Tour
Spokesperson: Mark Parker

14. Tactic 2: Pitch to print media to feature our campaign.

15. Tactic 3: To encourage Social Media
users of Youtube, Twitter and Facebook
to submit their personal victories

16. Tactic 4:
Video on YouTube with a montage of everyday
people accomplishing their own feats

17. Strategy 2. To engage America to vote for
their favorite “Victory Story” and predict
who will be the winner.

18. Tactic 1:
After having the top 15 contestants, users
will vote on their favorite victory story.

19. Tactic 2:
Users can predict the top 3 in the correct
order and if correct, will receive their own
Nike gift basket featuring apparel and a Fuel
Band SE.

20. Back

21. Tactic 3: Promote “Just did it”
campaign through featuring the
winner of our #ShareYourVictory
Social Media Contest in a “Just did it”
commercial.

22. Strategy 3.
Creating a platform to
celebrate Nike’s past 25 years
victories
and the two months
campaign.

23. Nike “Just Did It” Jubilee
•When:
Saturday, April 12, 2014
•Where:
Beaverton, Oregon
(Nike Headquarters)

24. • Nike $500,000 Budget
• 1) Flights between Oregon to NYC: $600 for
each person, $600*3=$1,800
• 2) Magic Johnson: $ 50k
• 3) Fuelbands second generation:
$149*200=$29,800
• 4) Media event: $ 120k
• 5) Flights for winner to Chicago: $1,800
• 6) Team commissions: $50k*4=$200k
• Total: $ 403,400

26. Online Presence – Use social media monitoring tools
Positive sentiment in the media, social media
platforms and public
Media channels featuring/talking about campaign

27. # of participants in program / people who share their
victories
Within budget constraints of $500k
On time launch to achieve maximum engagement

28. Laura: Making my childhood dream of living in New York
City a reality. #Justdidit #sharemyvictory
Melanie: Passion & perseverance led me to conquer
my fears of singing in front of a crowd & audition
for my alma mater's musical landing me the lead role
of Mimi in RENT . #Justdidit #ShareYourVictory
Jie: Embrace the new country, 16536
kilometers from home, live by my own.
#Justdidit #shareyourvictory
Shuli: Use the NYC law to force my landlord to fulfill his obligation of
providing the heating for me #Justdidit #shareyourvictory

29. Q & A

30. #JUSTDIDIT
#shareyourvictory