How Nike as the most successful sportswear brand leveraging digital marketing in pandemic (Case Study)

I usually try to cover digital marketing strategy for brands which I have worked in past. If you are a D2C brand owner, you must be looking to step into a new strategy to build a high competitive strength and one of the most successful brands using digital marketing even during a pandemic is Nike (Just do it). 

In this blog, I will be evaluating Nike’s digital marketing strategies and on top of that providing recommendations on how the company can improve its digital marketing strategy but before we head into Nike’s digital marketing strategy there are a few objectives that are needed to build a successful digital marketing strategy. According to Vinay Hankare, there are three key objectives to any marketing related to online presence or activity the three objectives are a brand development, revenue generation and customer care. 

  • Brand development is an online presence that complements and reinforce your organization. 
  • Revenue generation refers to an online presence as a business or channel that increases an organization revenue through direct sales or commerce channelling. 
  • Customer channel is the use of the web to enhance the service and support provided to the customers it can be considered as part of the customer experience of a product or service with these three objectives it should be enough to lead you through digital marketing. 

So let’s get back to Nike. I believe every one of you who is reading this case study has heard of Nike but did you know that Nike’s brand name isn’t just a meaningless larger sequence it was named after the Greek goddess of victory, speech and power which is also known as Nike. Nike’s huge logo represents the wing of the Greek goddess. 

So where does Nike come from? Nike is a global sports brand founded in the United States in 1964 specializing in apparel and other services in the sports industry. The foundation of the organization has become the leading sportswear brand in the united states.

Nike’s early marketing strategy focuses on cream publication then they went on to other media such as television in the 1980s and the 1990s and then through today’s modern digital platforms knowing that marketing in the digital age has evolved into a demand. Nike cuts its television and print advertising spending by 40% between 2010 and 2012 but increases its total digital marketing budget to 2.4 billion dollars in 2012. In 2020 Nike has spent 3.59 million dollars on advertising including digital marketing. Several digital marketing tools that make Nike successful are implemented into the marketing strategy of their business. The main digital marketing tools used by Nike are social media marketing and website marketing. 

Let’s look into Nike’s social media marketing strategy. The Major social media platforms at the moment are Facebook, Instagram, Twitter and Youtube. A major strategy for social media marketing is to develop information and content that individual users can share with their family, friends and colleagues. 

Most social media marketing strategies rely on word of mouth and offers several advantages like going viral. Marketers can create viral content that will spread quickly from user to user. The advantage, for example, is that it can attract current and potential customers from social media. In the case of Nike, they go beyond the product. They sell more than a product, they are selling aspirations to their customers. Nike’s advertising has shifted from delivering a big message of his product to telling about inspiration, ambition and overcoming obstacles. It uses the form of storytelling in its photos and videos to build meaningful stories and taglines through social media. Nikes showcases its influencer as inspiration Nike sponsors some of the world’s biggest sports stars to gain brand awareness, for example, Cristiano Ronaldo and LeBron James are the biggest stars in Nike’s book. So far the positive image of the ethic means the positive image of the brand. 

Cristiano Ronaldo and LeBron James promoting Nike
Cristiano Ronaldo and LeBron James promoting Nike

Nike can choose to buy products within seconds which is called impulse buying. Impulse Buying is a theory of consumer behaviour in which consumers choose to buy products without any pre-buying objectives. As the top brand in social media, Nike’s social media achieved two of the objectives, brand development and revenue generation. Nike not only able to expand its brand to a larger community but has also increased revenue growth by using social media. Social media provides an extended option to Nike over traditional media to build awareness, motivate purchasers and even build relationships with the stakeholders. Through the extended application of this social media strategy, a well-connected brand community can be formed. 

Nike's India website
Nike’s website homepage

The next digital marketing tool used by Nike is website marketing. Website marketing is the practice of using web channels to spread information about a company’s brand product or service to potential customers. Through channels when they serve online there are also many benefits when it comes to website marketing. Since it uses digital mediums to attract and engage customers it also has the potential to convert virtual registers into real customers. Today anyone with an online business can participate in website marketing and build customer accusation campaigns at little costs.

Nike's Men Collection
Nike’s Men Collection

Nike’s online website has a unique layout and user-friendly navigation that creates a pleasant experience. The first thing you will see is the categories page, each information is displayed on the web page so users can browse the product they want by clicking on the category boxes. The newly launched product appears on the site’s homepage as a video snapshot and capturing the audience’s eyes by building awareness of the new product not only that Nike also offers great shield personalization. Nike’s customers can edit the features based on their preferences. This will satisfy the demanding customers and increased interactivity. In addition, Nike has done an incredible job of using social media and its website for live chat support to ensure that all support questions are answered in the way customers can understand in all kinds of language and available from 24×7. 

As a global brand, it shows that Nike will not take the short route when it comes to helping its customers but also to evaluate this digital marketing tool. Nike’s website is user friendly and effective in attracting customers. The user-friendly website makes digital feel special and feeling that the company cares about them which will invoke brand loyalty. This has led to the achievement of three digital marketing objectives brand development, revenue growth and customer care however since mobile innovation is so advanced in this digitalization era the mobile application of Nike is only available in certain countries. With customers opting for their devices over their stock Nike should focus on the availability of these apps to the worldwide market

Another recommendation is that Nike can take its influencer strategy way further by extending the current strategy. Nike can schedule their sports star to have a live session with his fans to talk about how effective the sportswear is when they are wearing it or what performance it gives. Live streaming allows the streamer to show the product in real-time providing customers with more detailed product information through live streaming. It allows customers to ask question live which the streamer can answer and provide guidance. It can meaningfully influence customer purchase behaviour. 

In conclusion, Nike didn’t sell their products instead, they saw the benefit of their product that comes with it. Running issues that matter to people who jog, so selling them on jogging is always a good first step. This should make us as a marketer to think outside the box. Instead of selling our products, we should be selling the benefit of the product. We should always spread ideas, not products. It is about providing value and building trust with customers in the digital marketing world. If you like this case study please share it with your fellow marketers. 

Facebook Retargeting Ads Strategy 2021

Facebook retargeting ads are some of the best ads for your return on investment, but you have to do it right. There is a lot that goes into a successful campaign.

This blog, we’ll cover the different levels of retargeting, some best practices for retargeting, and at the end, I’ll show you some example of retargeted ads that you can implement right now in your business.

The foundation of retargeting ads is that you retarget any lead or potential buyer to your offer. I usually recommend that you spend about five to 10% of your ad budget for retargeting ads. It’s not a lot of your budget, but it often results in 80% of the sales and results.

You can level up your retargeting by pairing a specific ad at every point in your customer journey where you want somebody to take action. I recommend drawing your customer journey out and then looking at every point where you want the lead to actually do something. Let’s use a webinar funnel as an example. That customer journey might start with a video or a piece of content that you want someone to consume.

The next step in that customer journey that you want someone to take is actually register for your webinar. So you’d have those registration ads, I will cover lead generation in depth here After a lead signs up for your webinar, what is the action you want them to take?

You want them to actually watch your webinar. So you then have an opportunity for everybody who signed up for your webinar, but hasn’t watched it yet, to send them an ad and specifically send them back to the webinar, even addressing that you know they signed up in the webinar, you know they’re interested in your content, but they haven’t watched it yet.

Once you know that somebody watched your webinar, what do you want them to do? You want them to buy your offer that you pitched on that webinar. Now, here’s where we can get into variation of different types of ads. You can have testimonial ads, video ads, case study ads.

These ads should specifically hit on objections you know your audience has.

  • Will this work for me?
  • Is this investment worth it?
  • How am I going to pay this off?
  • Will I get results?

Whatever you know the objection is that your audience has, address that in your retargeting ads to them. Now, moving through the customer journey, you’re gonna have people who land on your sales page. Maybe they make it even as far as your cart, your checkout page.

They are on the fence of buying, but then they abandon. They don’t actually finish purchasing. That’s an opportunity for an ad to send people back to that page.

Each of these examples are really inexpensive to run as ads because you’re talking about a very hyper-targeted audience that you’ve already paid or done the work to get them so far and now you spend a little bit of your budget, and you’ll be able to finish and close that loop and hopefully having them purchase your offer. One time I supported with a client e-commerce where we spent $1,100 on sales page and abandoned cart ads. He was selling a $2,000 product, and it resulted in $1.2 million in sales, just from those ads.

Your retargeted audiences are already warm. They already have trust in your brand. They’ve consumed some sort of content. And now, if you can speak to that audience based on where they are in your customer journey, you’ll be able to effectively push them over the fence and have them take action. If you have any type of traffic going to a webinar or watching your content or even landing on a sales page, you have an audience that you can target right now today. Every day that you don’t have retargeted ads set up, you’re actually leaving money on the table.

When you go to set up a retargeted ad, you set it up just like any other ad. But then when you actually go to select the audiences, you’re selecting custom audiences within your Ads Manager.

So assuming you already have your offer that you’re sending people to and you’ve selected the objective as conversion, let’s dive into the Ads Manager, where I’ll show you how to find and set up those audiences. Once you’re in the Ad Set level, you’ll have the option to choose any custom audience you’ve created in your Ads Manager.

facebook retargeting ads
Facebook Business Ads Manager

So if you click this box, it will show you all the different options of audiences you’ve already created.

For example, I could select this audience, Vinay Hankare All Website Visitors (180D), people who have landed on my website in the last 180 days. I’d select them to target. And I’d want to exclude my buyers.

So to make it easy, I could have an audience of anybody who’s landed on the Purchase Pixel in the last 180 days. Now I have an audience of people who registered for my webinar but have not purchased my offer yet. And I can send them an ad that I’d like. Now, if you don’t see any audiences come up when you go to do this, you have to have created them already in your Facebook Ads Manager. I showed you exactly how to do that in this article.

Now, as promised, I want to show you some example of retargeting ads that might be relevant to your business. These examples are a testimonial ad, a case study ad, an abandoned cart or an abandoned sales page ad, or an abandoned application or call booking ad or any other place where your customers or leads landed and didn’t finish the action you wanted them to take.

Some ads I see on my facebook home screen

Once you have all of these setup, the next step is learning how to scale and optimize your ads. In the next blog, I cover my exact process for doing that.

How to increase your physical store revenue with facebook ads?

Growing your sales during #COVID-19 can be tough. If you’re new to the business most probably people don’t know that you have a store in their area. So how do you increase your store revenue?

Let’s say you have a grocery store in Borivali, Mumbai. It’s been just a few months and people don’t know about your store. The first step you need to do is to figure out which one is your best product at the best price that no one is offering in your area.

Once you have your winning product ready. Go to your Facebook account and create a business store page with the address mentioned in the about section. Make sure you add your store address because we are about to run ads on Facebook.

Now that you have your store fan page set up on Facebook. It’s time to create your business page manager account. Go to business.facebook.com and create your business account. Make sure you connect your store page with this new business account.

You are all done! Now let’s get deep inside.

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You need to create a campaign and ad set under campaign and ads under ad set.

Eg: Let’s say you sell #onions at ₹80 instead of ₹100. The latest price of onions is ₹100. Onion is your winning product. Follow the below steps now:
1) Create a CBO campaign with the name “Onion Offer ₹80 | (date)
2) Create Ad set and drop-in pin on your store location and exclude the rest of the location in order to target the audience.
3) Add interest based on #grocery, onions, #grofers, #bigbasket, #flipkart, #amazon and use facebook suggestion option.
4) Select “Get Direction” ATC button.
5) Headline – Get Onions @ ₹80 Now or Never
6) Copywrite – Order your monthly grocery now and get Onions at ₹80. A deal like never before. Call us on ….70 or visit our store now.
7) Make sure you check your location because you don’t want people to visit your competitor’s store.

The best way to increase your revenue is to first create a video ad and brand awareness campaign by selecting your store location as above.

After 3 days you can create a remarketing campaign by targeting people who engaged with your video.

So now you have three campaign
1) Direct targeting people to get to your store.
2) Video campaign for brand awareness.
3) Remarketing people who engaged with your BA video.

Start your budget with at least ₹500 and later increase your budget. Make sure you exclude other locations and only focus on your location with 1 or 2 miles in this way you can only target your area people who are currently in that location.

let me know what you think.