Nike is a multinational corporation based in the United States (U.S). This company’s activities include designing, developing, manufacturing, and global marketing and sales of footwear, accessories, apparel, equipment, and services ( Ramaswamy, 2008 ). While its headquarters are situated in Beaverton, Oregon, the company’s presence is felt in all regions of the world. One of the key drivers of this growth and presence is the use of social media branding and marketing ( Chang, 2014 ). Social media is a preferred mode of reaching to widely spread customers for any company’s products. Nike has devised creative ways of marketing and branding its offerings on social media to meet the needs of all target groups. In particular, the company has maintained consistency and objectivity throughout its posts on various social media platforms. This paper seeks to explore how Nike uses social media as a marketing and branding tool.
Nike uses various social media platforms. Key among these includes Facebook, Instagram, and Twitter ( Chang, 2014). The global popularity of Nike is primarily driven by its iconic swoosh logo to the “Just Do It” slogan (Abimbola, 2010). The retail juggernaut has embraced different brand pages for its various products. A large portion of Nike’s interactions with clients is as a result of the three social media platforms. Nike’s successful use of social media in branding and marketing can be attributed to the company’s ability to diversify.
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In all Nike’s social media handles, it is clear that the company does not engage its customers in open comment sections. This is particularly the case given that Nike is in the middle of a controversial debate on patriotism whose genesis is its support for Colin Kaepernick . For instance, in all recent posts on Facebook, Nike has kept away from commenting on posts that brand it as unpatriotic to the American heritage. Some social media users have insulted the brand, burned Nike products, and promised never to buy anything from the company stores again. Despite these events, the company has remained silent, giving those visiting its social media platforms the freedom to express their varied opinions (Abimbola, 2010). A Facebook post that was posted on February 12, 2017, reads “EQUALITY.” This post asserts the company’s objective and what it stands for.
To strengthen its social media marketing strategy, Nike has incorporated the world's top athletes and other celebrities in its branding (Bilgin, 2018). Through its Instagram page, it is evident that most of the company's posts are those of brand ambassadors and key products. The company is also keen on participating in major sporting events. Consequently, it takes advantage of these events to interact with customers and supporters via social media. For instance, during the recent Ineos challenge, Nike marketed itself by streaming the whole event on its social media pages. Also, as Nike’s brand ambassador, Eliud Kipchoge drove significant traffic to all Nike’s social media platforms. During the marathon, Kipchoge used Nike’s shoes, running vest and short. This was used as a marketing and branding tool, in which case, millions of potential customers were reached. Accommodation of celebrities from different races and countries, as seen in the case of Kipchoge, helps reinforce Nike’s equality ideologies (Bilgin, 2018). In this case, Nike gives all determined individuals a chance to prove their talent, as envisioned in the slogan “Just Do It.” For instance, the Ineos challenge slogan, “No Human is Limited,” complemented Nike’s objective.
Users respond to the company’s posts in varied ways. On recent Facebook posts, Nike has been facing considerable opposition from U.S citizens. On Instagram and Twitter, most posts are accompanied by positive sentiments from customers and viewers. Despite all the comments the company receives from its consumers, it does not give replies. This is a strategy that allows customers and enthusiasts to air their concerns (Abimbola, 2010). While failure to reply can be deemed unprofessional, it is the best strategy to use in an environment that is filled with negativity and opposition.
Nike’s use of social media is very well thought-out and strategic. Often the company posts its slogan and logo alone. These make Nike stand out and thus generating interest and followership (Bilgin, 2018). This plays a vital role when customers are searching for specific items online. The success that comes with a proper application of marketing and branding strategies has seen Nike grow its customer base and incorporate their feedback into all products.
References
Abimbola, T. (2010). Brand strategy as a paradigm for marketing competitiveness. Journal of Brand Management , 18 (3), 177-179. Doi: 10.1057/bm.2010.48
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal , 6 (1). Doi: 10.15295/bmij.v6i1.229
Chang, C. Y. (2014). Visualizing brand personality and personal branding: case analysis on Starbucks and Nike's brand value co-creation on Instagram.
Ramaswamy, V. (2008). Co-creating value through customers' experiences: the Nike case. Strategy & leadership , 36 (5), 9-14.
