Marketing Storytelling Nike

Examples:

Take for example Nike's first commercial: https://www.youtube.com/watch?v=0yO7xLAGugQ (Virginia, maybe we can show this in our presentation), it shows an Athlete who pushes his own personal limits. But, without stating it, the subtext is, "This 80-year-old man jogs every day; what's your excuse?" So, the ad does not push you to buy the product; it pushes you to do sport. The targeted outcome is of course also that in order to be able to do sports, you need sports equipment, and in memory of the advertising you are most likely to go for Nike.

Another good example of Nike's storytelling strategy is the summer 2017 campaign. It features Muslim women athletes and received a lot of positive press and reactions. In the ad, Nike unveiled their Pro Hijab, a head covering designed for female Muslim athletes. Within forty-eight hours, the video was shared 75,000 times on Twitter and viewed almost 400,000 times on YouTube. It is emotional storytelling at its best: taking a negative

and overcoming obstacles. Nike's storytelling focuses on the journey and the struggle, making the viewer feel inspired and motivated to take action. 3. Nike also uses real-life athletes and their personal stories to create a sense of authenticity and relatability. By showcasing the challenges and triumphs of these athletes, Nike connects with the audience on a deeper level. 4. Another key element of Nike's storytelling is the use of powerful visuals and music. They create a cinematic experience that captivates the viewer and enhances the emotional impact of the story. 5. Nike's storytelling is consistent and cohesive across all their marketing channels. They have a clear brand message and purpose, which is reflected in their stories. This consistency helps to build trust and loyalty among their customers. In conclusion, Nike's storytelling is effective because it taps into universal emotions, creates empathy, and inspires action. They focus on the experience rather than just the product, and their stories are relatable and authentic. Through powerful visuals and consistent messaging, Nike has successfully built a strong connection with their audience.

teamwork … Those are all the reasons why you love sports.

3. Doubt and suffering: He/she loses, falls to the ground, he/she is in pain, the coach yells at him/her, the fans are furious at him/her… Those are all scenes and emotions that a regular person can easily relate to. In that sense, the commercial sends a message to everybody, especially the athletes (who are at the same time the potential buyers of the product being advertised).

4. Faith in yourself: This is the stage where the main character returns his self-confidence. He/she tells himself/herself: “I can take it.”, “I know I can do it.”, “I am better than all the rest.” This is what gives us hope and makes us believe in our own abilities as well. “If he/she could do it, I can do it too.”

5. Win: He/she will eventually win (with a little help from Nike, of course). This is what we all hope for. That's what Nike tells us through its commercials — buy the equipment, stick to it, do not give up.

no matter how hard it gets, because, in the end, you will be the winner!

Goal:

The aim is to establish connection with the audience and show them that we all feel the same.

One key aspect is that it is important to remember the heritage and share it with the future generations. If done well, it helps transmit the same passion among different generations, which is required to ensure continued appeal for a brand.

To what extent are existing marketing theories in line with the outcome?

Nike did not come up with an idea of storytelling by accident. This is a well-thought strategy with academic backup that lets them prevail. Their main focus as previously said is on the relationship with the customer and how the consumer perceives the company.

According to their CEO: "We've always believed that to succeed with the consumer, you have to wake him up (...) Why do people get married - or do anything? Because of emotional ties."

Their tactic leads them to create a long-lasting bond.

marketing approach, they are focusing on emotional branding. Theyunderstand that emotions play a crucial role in consumer decision-makingprocesses. By creating emotional connections with their target audience,they are able to build strong brand loyalty and increase customerengagement. This is evident in their use of sports celebrityendorsements, which not only adds credibility to their brand but alsocreates a sense of aspiration and admiration among consumers. Additionally,their use of storytelling in their advertisements helps to create anemotional bond with consumers, as they are able to relate to the storiesbeing told. Furthermore, their consumer platforms allow customers toactively participate in the brand's development, making them feel valuedand appreciated. Overall, their marketing strategies are aimed atcreating a positive brand perception and fostering long-term customerrelationships.

When it comes to the marketing mix, it is vital to focus on the last two aspects of the 4P's. When it comes to promotion, they focus on being present in every possible information source: internet, TV, public sphere, physical stores. In the case of place, they decided to be present in almost every country possible. It resulted in having a physical store in 200 countries all around the world, which is accompanied with significant online presence. In consequence, they create a brand that can be recognised everywhere by everyone.

In conclusion, Nike's storytelling strategy is worldwide very successful. Their key concept is to tell a story and make it personal. These stories reach in a way that the audience/customer feels immediately personally addressed. In short, with these compelling stories Nike wants to get people involved and that they "just do it".

Sources:

• https://www.entrepreneur.com/article/318320
• https://www.entrepreneur.com/article/276939
• https://www.skyword.com/contentstandard/how-nike-tells-its-brand-story-across-multiple-channels/
• https://medium.com/sports-marketing/5-rules-of-great-nike-storytelling-c0cd3583a5ed
• https://www.emerald.com/insight/content/doi/10.1108/02756661011036673/full/html
• https://www.bing.com/videos/search?q=nike+storytelling&&view=detail&mid=D1097B51088DE7978494D1097B51088DE7978494&&FORM=VRDGAR
• https://www.emerald.com/insight/publication/issn/1087-8572