Nike on IG

  • digital marketing (offense)
  • customer care (defense)

Nike on community building and guidelines, not rules.

“In order to provide that consistent experience on social media, it’s important that employees understand the brand down to its core. Here are several questions that every employee should be able to answer:

  • Who are we?
  • What do we do?
  • Why do we do it?
  • What do we stand for?
  • What is our brand voice?
  • How does our product improve people’s lives?

Nike provides employees with a set of guidelines and examples on how to handle certain situations and conversations across social media. These guidelines and examples help customer care representatives to develop a specific tone of voice from day one.”

Nike mission and news

Great example of telling your mission, purpose. And the news section. https://about.nike.com/ , https://news.nike.com/

Nike and purpose


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Nike, purpose for brands

Nike purpose: “Bowerman first began tinkering with running shoes in the 1950s, when he wrote to several footwear companies proposing ideas for improving shoes to better serve runners.”

Nike speaks out

“Nike cares most about the category influencers and tastemakers — nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”

Taking stand creates $43 mio in hashtagreach for hashtagNike “the exposure generated by the controversy was the equivalent of roughly $43 million in media. The majority of that exposure was “neutral to positive [Bloomberg]”

 


Nikes innovation

“innovation must always come first for Nike to stay at the cutting edge. So it’s a constant balancing act between investing in the slow, deliberate process of developing technology and keeping up with the latest styles. “We’re very aware of trends, but in order to push forward on our innovation agenda, we work on long lead times,”