How Nike Aced Storytelling In Social Media Marketing
- haya nazih
- Apr 8, 2022
- 2 min read
What will they say about you?
This method of social media marketing creates a sense of belonging, when people watch this they do not just see a brand that is trying to promote itself, they see a brand that is advocating for something bigger than the brand and the product itself. You feel emotional when you watch Nike's storytelling campaigns and that is exactly how they want you to feel.
Studies show that 92% of consumers say they have a more positive image of a company when the company supports a social or environmental issue. Nike is doing just that promoting social issues and speaking up about them before any other brand does. This makes the consumers happier about purchasing their products.
How did Nike Ace Storytelling in Social Media Marketing??
Nike used hashtags with every video they posted on Twitter.
When Nike shared the "What Will They Say About You" storytelling campaign, it was also the same time that they launched their Nike hijab pro. This campaign features both professional and everyday athletes from the Arab region
Now was this coincidental? I'm sure it was not, however, it worked out perfectly because now they know that their products will reach muslim women and this will help them increase sales.
Its content strategy and use of hashtags and inspirational quotes from athletes and various sources prompt constant sharing. Nike always pairs its videos with a hashtag. Its “What Will They Say About You?” video within 48 hours using the hashtags #Believeinmore #JustDoIt the ad got 75,000 Twitter shares as well as 400,000 views on YouTube.
What were the main strategies that Nike did in order to make this campaign successful?
Created campaign hashtags.
Connected their product to the message.
Utilised influencers or famous athletes from the region.
Hey Haya,
This was such a good read. I love seeing marketing campaigns that sell a message and not just a product. I truly believe that it is the future of marketing. However, I can't help but wonder if these campaigns may come off as performative. Using current issues for a quick cash grab and speaking out of turn can be extremely harmful. How can brands ride this fine line without offending or hurting the cause?
Hi Haya,
Interesting blog! I loved reading about Nikes campaign as it's something new for me. I definitely think that storytelling is an effective strategy to use to increase exposure and allow customers to see beyond the brand. However, with social media being used in everyday life and giving opportunities for the audience to freely speak about their thoughts and opinions, I think that it is crucial for brands to fully take into consideration the pros and cons. When it comes up political standpoints and publicly addressing the social and environmental issues the company supports can be a controversial topic for many. Putting that aside, I think that Nikes use of storytelling was the perfect opportunity for the brand allowing…
Hi Haya, I really enjoyed this blog post!
I’ve known so many stories of storytelling failing, so for a big and well-known brand such as Nike to succeed is refreshing. Being able to connect a product to their message in a seamless manner is something that customer’s value. I also wanted to highlight in addition to your points that by implementing storytelling, a brand appears more likeable towards customers, rather than being perceived as a money grabbing opportunity. This allows the brand to be viewed in a more positive manner, which can be translated to either a spike in sales for that particular product or, as you mentioned in your blog, recognition from influencers on social media.
Hey Haya. First of all, one of the best posts by you!
I think most of us can agree when we say that NIKE is literally the embodiment of a lasting story of success. I would even compare its brand image similar to the likes of, Rolex, where purchasing a product from these brands also means participating into the idea of success. I think that this ad exemplifies NIKE's classic market strategy, intentionally generating feelings of warmth, pride, success and glory. Thanks for sharing! Would also like to pose a question to you in regards to other modern marketing tactics, in reference to the use of hashtags etc. What other strategies do you recommend to drive awareness and interactions?
Hey Haya 😊!
That was a wonderful read thank you haya! It was great to see how you were able explain how Nike used storytelling in their strategy and how you brought to light how they were able to use this strategy in helping them to increase sales for the Hijab Pro launch, in a way they used indirect marketing, making people believe that this ad was purely to raise awareness on women in the Middle East as well as Muslim women, and at the same time they managed to advertise their latest merchandise.
However do you think that this campaign was too localised, meaning that it only caters to a certain group of consumers, if so, do you think…