JUST DID IT

“SWOT”

Strength:

• Brand value

• Profit growth

Weakness:

orders decreased in Asian market

Opportunity:“Just did it” pays tribute to the company’s quarter century of helping everyone becomes an athlete

Threat:• Adidas, Puma,

Reebok• Under

Armour,Lululemon Athletica

Share Your Victory

Objectives

Creating a platform to celebrate Nike’s past 25 years of victories and to set the stage for future success for Nike1

Generating positive attention to the “Just Did It” campaign throughincreased media coverage

Engaging all athletes, Nike consumers and all individuals with victories through social media and thus increasing Nike’s socialmedia influence

2

3

Audience

JUST DID IT

© 2006 Avanade Inc. All rights reserved. The Avanade name and logo are registered trademarks in the US and other countries.

Every person who has a personal victory to share

Social media users who are active and engaged

Everyone who works in the team

Strategies and Tactics

January 25th to February 25th

March 26th to April 11th

April 12th

Strategy 1. To Engage ‘every body’

to share their victories through

multiple social media platforms.

Tactic 1: Satellite Media TourSpokesperson: Mark Parker

Tactic 2: Pitch to print media to feature our campaign.

Tactic 3: To encourage Social Media users of Youtube, Twitter and Facebook

to submit their personal victories

Tactic 4: Video on YouTube with a montage of everyday people accomplishing their own feats

Strategy 2. To engage America to vote for their favorite “Victory Story” and predict

who will be the winner.

Tactic 1: After having the top 15 contestants, users

will vote on their favorite victory story.

Tactic 2: Users can predict the top 3 in the correct order and if correct, will receive their own Nike gift basket featuring apparel and a Fuel

Band SE.

Back

Tactic 3: Promote “Just did it” campaign through featuring the

winner of our #ShareYourVictory Social Media Contest in a “Just did it”

commercial.

Strategy 3. Creating a platform to

celebrate Nike’s past 25 years victories

and the two months campaign.

Niketown

Nike “Just Did It” Jubilee

• When: Saturday, April 12, 2014• Where: Beaverton, Oregon (Nike Headquarters)

• Nike $500,000 Budget• 1) Flights between Oregon to NYC: $600 for

each person, $600*3=$1,800• 2)  Magic Johnson: $ 50k• 3)  Fuelbands second generation:

$149*200=$29,800 • 4)  Media event: $ 120k• 5)  Flights for winner to Chicago: $1,800• 6)  Team commissions: $50k*4=$200k •  Total: $ 403,400

Measurement

Online Presence – Use social media monitoring tools

Positive sentiment in the media, social media platforms and public

Media channels featuring/talking about campaign

# of participants in program / people who share their victories

Within budget constraints of $500k

On time launch to achieve maximum engagement

Laura: Making my childhood dream of living in New York City a reality. #Justdidit #sharemyvictory

Melanie: Passion & perseverance led me to conquer my fears of singing in front of a crowd & audition for my alma mater's musical landing me the lead role of Mimi in RENT . #Justdidit #ShareYourVictory

Jie: Embrace the new country, 16536 kilometers from home, live by my own. #Justdidit #shareyourvictory

Shuli: Use the NYC law to force my landlord to fulfill his obligation of providing the heating for me #Justdidit #shareyourvictory

Q & A

#JUSTDIDIT#shareyourvictory