NIKES JUST DO IT CAMPAING

Launched in August of 1988, Nike's "Just Do It" advertising campaign continues on as strong as ever and is considered one of the most successful campaigns of all-time. Nike along with advertising agency Wieden and Kenned have started the campaign to tap the growing trend of fitness during the 1980s and to survive its arch rival Reebok. The campaign was a huge hit and gave Nike a leading edge over Reebok. Nike got renowned by its slogan of just do it and it has become so popular that they didnt even need the name Nike to identify it. Inception of the campaign: Interesting to notice how the campaigns and ideas are generated, At a meeting in 1988 between Nike and the companys advertising agency Weiden and Kennedy, Dan Weiden an admirer of Nike, Weiden referred to the companys can-do attitude saying, You Nike guys, you just do it.

6M analysis:
MARKET : The just do it campaign targeted those people who could actually get into fitness. This segment consisted mostly of 18-40 year old males, younger teens and females. It targeted basically all the people healthy enough to work out and all the sport fans. This ad campaign came in the times when one of the nikes competitors Avia discovered that its ad campaign "For Athletic Use Only failed miserably citing reason that 80% people were not using the shoes for athletic purposes. The talk of the town was aerobics where Reebok was gaining market in the sneakers business, so in a way Nike was trying to induce the hipness among the market consisting mainly of young teens. It tried to target all the segments engaged in some or the other forms of fitness activities may it be aerobics or any sports at the same time experiencing the style and sexiness of the design.

MISSION : The main mission of the campaign is to encourage people towards fitness and fill in them the courage to spend more. There has been a trend of fitness going on during the period of 1988 and Nike wanted to leverage the opportunity. During this period the economy was also stagnant and people became too conscious to spend. The campaign aims at invoking the courage in the people to take risks and spend more. MESSAGE : The main message the campaign communicated is to get everyone to urgently become fit and lose weight by either running miles or joining a sport and basically not being lazy. What just do it implies is dont think twice. Dont have second thoughts just get up and become fit. The campaign reached consumers on a humorous level and tapped the fitness craze happening at the time. The ads were designed to shame people into exercising, and when exercising wear Nike. The campaign targeted at tapping customers from various target segments with a series of adds provoking those target customers. The adds can be divided into broadly 5 themes Sports : These ads aimed at inspiring kids with real stories and taking sport to the next level. These ads were starred generally by star athletes Women centric : These ads aimed at inspiring women to take a step forward, gather the courage and make dynamic decisions Social inequality: Leveraging on the fact that not all people are allowed to join all the clubs during the time, the ads targeted at empowering people in taking initiative and start health clubs and get united. Life style : The ads revolved around the concept of people getting lazy and motivates them in a satirical way to get out of laziness and start getting healthy Funny ads : The ads mixed an element of humour and satire to convey a message of fitness to the customers

MEDIA : Nike concentrated on sponsorships and celebrity athletes endorsements. The endorsements included both professional athletes and college teams. Nike has signed top athletes in the sports of Football, Basketball, Soccer, Baseball, Cycling, Golf, Tennis, Skateboarding, Boxing, Track and Field and Formula 1 Racing. The first professional athlete endorser was Ilie Natase a Romanian tennis player. Through the celebrity endorsement of John McEnroe, Bo Jackson and Michael Jordan, the Just Do It ads helped Nike be seen as a hip brand that people wanted to wear whether exercising or not. Nikes sponsor ship events included Hoop It Up, a program for high school basketball players, and The Golden West Invitational, for high school track and field players. Nike has also spent on TV ads and trough Nike merchandise like bags and Tshirts. The ads will capture the
corporate philosophy of grit, determination and passion of heroes and hero worship in a humor way by many top athletes.

MONEY : Nike spent most of the money on overseas advertising of the brand and is centered around the slogan of just do it. When it started it spent $80million on the campaign which increased to $200 million by 1998. MEASUREMENT : Measurement of the impact of the campaign can be by assessing the increased market share of Nike over its competitor and by the phenomenal increase in sales of Nike . Nikes

domestic sports-shoe business has grown from 18% to 43% in 10 years from 1988-1998. The revenues have increased from $ 877 million in 1988 to $ 9.2 billion in 1998. The impact of the campaign can also be seen from the fact that after the campaing was introduced in 1988 from $1203440 to $1710803 in 1989 i.e a rate of 42%, highest ever growth till date. Even to date the campaign is paying off pretty well compared to its closest competitor, In 2006 and 2007, Nikes revenue numbers exceeded Adidass by $4,871,000 and $6,027,000 respectively. From 2006 to 2007, Nike was able to increase its revenue by almost $1.5 million, while Adidass revenue grew by just $2,000.

References
http://www.helium.com/items/1989211-nike-and-its-just-do-it-campaign http://www.cfar.com/Documents/nikecmp.pdf http://americanapersona.wordpress.com/2008/05/27/the-quick-history-of-nike-nike-advertising-and-nike-brands/ http://www.oregonlive.com/business/index.ssf/2008/07/nikes_just_do_it_slogan_celebr.html http://gatton.uky.edu/GSRP/Downloads/Issues/Spring2009/Nike%20By%20the%20Numbers.pdf