Nike is one of the top marketing competitors in the
business. Their “Just do it” campaign
brought the company to the forefront. However, I believe the “find your greatness” campaign
that launched using social media during the summer of 2012 is their best. Nike put together a few powerful and
inspirational one minute ads and eventually went viral to YouTube (http://www.youtube.com/watch?v=_hEzW1WRFTg). In addition, they launched a twitter campaign
of #findgreatness. Interestingly, at the
time that Nike launched their ad campaign, they were competing against Adidas
and their “take the stage” campaign during the London Olympics.
The one minute television ads that played at the
start of the Olympics bombarded the televisions across the world. The ads were powerful, inspirational and gave
you a ‘warm fuzzy’ feeling when you were done watching. The ad to me that was the most powerful was of
the overweight
child jogging (http://www.youtube.com/watch?feature=player_embedded&v=LsXRj89cWa0)
and the narrator stating that “greatness is wherever somebody is trying to find
it.” To me this exemplified a company
who believed in you – no matter how big or how small. In fact, even though Adidas was the ‘official
sponsor’ of the Olympics, it has been claimed that Nike outshined Adidas almost
two to one in regards to revenue and awareness.
Nike is a marketing genius which is evidenced by its
sales and the use of its product by major universities throughout the country. Personally, even though their campaigns give
me a ‘warm fuzzy’ feeling like the boy who was jogging – I would not buy their
product -- but for different reasons. Nike
is #2 on the list of Most Wanted Corporate
Criminals for human rights violations. In that regard, I would never buy
one of their products until they change the way of manufacturing their product. Nike is a true marketing genius.
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