Nike

Social Media Marketing

Case Study

Note: This case study is an overview of Nike’s SMM practice in China. It is mainly focused on the

overall structure of Nike’s social media landscape, interrelations between different social elements,

online-campaigns and offline-activities, but it will not go to great details of any specific campaign.

Social Marketing Hierarchy

RESOURCES

CAMPAIGN

COMMUNITY

LOYALTY

Team

Tribe

Content

Engagement

Activity

Technologies

Platform

Paid & Owned

Tool knit

ROI

Brand value

Nike Social Marketing Hierarchy

E-commerce

Nike+ Blog

Renren Weibo Game

Kobe system

Basketball never stops

Challenge for Nike Girl

Nike Chance

Summer

Tournament

Night Run

Nike woman

NikeID

RESOURCES

CAMPAIGN

COMMUNITY

LOYALTY

WE

SPORTS

Team

Tribe

Content

Engagement

Activity

Technologies

Platform

Paid & Owned

Tool knit

ROI

Brand value

This is the landing page of Nike basketball (篮球攻会). It not only enables linkage to

almost all the prevailing social networks in China, but also very engaging in nature

because it provides useful contents tailor made for all basketball lovers.

↑ Use the celebrities (Kobe etc. ) to

draw attention to Nike’s new line of

shoes

→ Give out

training

videos to help

players to

enhance their

skills

→Hold annual

competitions to

engage students

↑ Give privilege offers to the community

members

Nike Weibo

Nike has created different weibo accounts for each

product line, online community and spokesman. While

producing different contents for different audience at

the same time, Nike maintains a strong brand image.

All these accounts are inter-linked by grouped

sidebars.

Nike Renren

So is Nike’s SNS accounts: Multiple accounts for multiple

communication purposes. Multiple purposes are interlinked by

sidebars.

Nike woman campaign minisite

“Challenge for Nike Girl” is the latest

campaign launched on Women’s Day.

The campaign minisite is embedded

on Nike renren page. It is a product of

Gamification thinking.

→The whole

campaign is made

into a game

composed of a series

of tasks.

←After

accomplishing tasks,

a ranking chart will

be displayed by

individual, cities,

schools and tasks.

Nike

Nike plus

Nike ID

姐妹淘

篮球攻会

足球劲区

Lunar run

Night run