NIKE #AIRMAXDAY

THE ONE BEFORE THE 1

THEN

NOW

GOAL OF THE #AIRMAXDAY CAMPAIGN

• On March 26, 2015 Nike was all set to celebrate the 28th Birthday of the Nike Air Max.

• This called a Social Media Blitz covering multiple platforms and leveraging brand advocates from around the world! (Many of these advocates doubled as influencers)

• The goal was to highlight the retro nature of the shoe and then showing the hip and modern spin of the newest editions.

PLATFORMS: TWITTER AND INSTAGRAM• Twitter and Instagram were the focus of the campaign.

• Fans from around the world were encouraged to post pictures with their pair of Nike Air Max using the hashtag #AIRMAXDAY

• The thing I found most interesting during this campaign is that Facebook was not used at all. There is actually no trace of the campaign on NIKE’s official Facebook page.

• When I searched Facebook for the hashtag however, quite a few people were still posting about Air Max Day on their personal pages. Even though it was not a platform they encouraged Nike’s campaign still got a healthy presence throughout Facebook.

• YouTube was also used but only as a compliment to the other platforms

FACEBOOK

THE TWITTER BLITZ

SPIKE OF ENGAGEMENT

GENDER DEVIATION

WHERE IN THE WORLD

TOP CORRELATED TERMS

TOTAL REACH

208,491,295

FLOODING INSTAGRAM

TOTAL MEDIAS(#AIRMAXDAY AND #AIRMAXDAY2015)

201,808

WAS THIS CAMPAIGN A SUCCESS?

A RESOUNDING YES!• In my opinion this campaign was a huge success.

• Even though initially the fact that they didn’t leverage Facebook as one of the campaign platforms I think it was actually a good idea.

• Focusing in on two platforms gives it an exclusive feel

• They also aptly picked the platforms that are used by their target demographic.

• It isn’t always a good idea to go for the biggest fish (Facebook).

• The Teen and Young adult population is highly engaged on Instagram and Twitter

• They are using social media to continue to accelerate their popularity and growth and hopefully tapping into the younger generation and converting them to the NIKE brand while they are young.

• I am looking forward to see how NIKE executes Nike Air Day 2016. The sky is the limit.