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Nike advertising campaign

An advertising campaign is a marketing action that consists in promoting a brand or a product or a service, by means of a message or a slogan, through communication media.

We’re going to study an advertising campaign by the company Nike, which has been running for several decades and has been very successful.

We will first study the history of this advertising campaign, and then we will see an example of a campaign carried out in 2018.

In 2021, Nike's slogan "Just Do It" celebrated its 33rd birthday, three words that resonate as the symbol of a brand that is more than just rooted in street culture and that invites us to always do better.

Dan Wieden of the Wieden Kennedy advertising agency is the man behind the slogan.

In 1977, Gary Gilmore was sentenced to death in Utah for the murder of two people. A few seconds before he died, in front of the firing squad, he was asked his last words: "Let's Do It".

"I didn't like Let's do it, so I changed it to Just do It," explains Dan Wieden. Convinced that he had found the slogan of the year, he managed to convince the co-founder of Nike, who was not necessarily convinced with the idea of using the last words of a death row inmate to represent the spirit of his brand.

It was soon a phenomenal success, associated with the Nike "Swoosh" and the brand's first commercials.

Just Do It is critically acclaimed: "It is arguably the best slogan of the 20th century. It transcends ages and class barriers and makes consumers believe that they also can achieve success just by wearing Nike products," says Campaign Magazine.

The first advertising campaigns with this slogan enabled Nike to increase its share of the North American athletic shoe market from 18% to 43% between 1988 and 1998.

In 2018, Nike launched an advertising campaign with American footballer Colin Kaepernick who created controversy in 2016 by boycotting the American anthem before matches.

Nike in collaboration with Wieden Kennedy to publish on the player's twitter account a slogan that summarizes the ideology of "just do it" in one sentence, "Believe in something even if it's means sacrificing everything. ".

This sentence evokes the brand's sporting values and its commitment to the struggle of the black live matter movement. This campaign has been supported by many athletes, LeBron James, Serena Williams…

Nike is the first company to position itself in this movement. This advertising campaign was very sensitive, but could allow Nike to stand out, and gain further popularity.

This campaign has been a huge success on the internet and beyond.

It also generated a lot of controversy, notably from former President Trump.

It was widely publicized, and increased online sales by 30%.

A campaign that makes people react, that gets a lot of media coverage is often successful. It helps to improve image and increase sales.

Nike

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