Nike is one of the world-recognized brands; its advertisements are usually one of the most viewed, and hence, they are created to create a substantial impact on the customers’ behaviour and even go further as attracting new customers to their brand and therefore attracting them to their products. Their advertising strategies focus on emotional and aspirational themes rather than the products they manufacture and sell globally, one such advert that has greatly influenced consumers’ behaviour is the 2012 ad and campaign “find your greatness”, which featured stories of different diverse people.
The ad “find your greatness” for the 2012 Olympics has influenced customer behaviour by creating emotional Appeal; Nike usually connects their brand with powerful emotions through meaningful stories that tell more about their product and how their product influences their users. This ad was directed to bring out specific feelings and needs in their customers, making them feel that only Nike products can satisfy them (ReferralCandy, 2019). The moments and actions captured in their ads are designed to bring out the emotions of every customer regardless of their bodies, age, gender, race and the type of sport or athletic activity they participate in.
Through their Iconic slogan “Just do it” and the globally recognized swoosh logo, Nikes ads Create Loyalty and Brand identity; the slogan pushes and creates a “don’t give up” attitude to customers and athletes and with many years of listening to the slogan and seeing their logo it has created an irreversible picture on customers mind fostering a strong sense of loyalty and brand identity. Throughout the ad, there is a continuous display of the Nike logo, the slogan and the campaigns for that Olympic period “find your greatness” (Teo, 2023). Customers consider the logo and slogan part of their culture because of Nike’s consistency in using them over time and the use of the “find your greatness” campaign slogan for the 2012 Nike advert for the Olympics; the cultural impact extends beyond sports, meaning every customer remains loyal and identifies only Nike as their trustworthy brand.
The “find your greatness” Nike advert and campaign for the 2012 Olympics was centred towards Empowerment and inclusivity, which is an excellent way of influencing customer behaviour. The common theme of that adverts was to promote inclusivity and empower others to achieve great things, further accelerated by their slogan “Just do it” and campaign slogan “Find your greatness” for the 2012 Olympics period and the inspirational stories they tell. These values are fundamental to how they influence different types of customers, and it further reaches more customers and creates a social trend.
Also, Nike’s adverts create a more extensive social influence and set Trend for people to follow; this is mainly through the collaboration with great celebrities, sports enthusiast, and high-ranking athletes to promote and markets their products. This also influences customer behaviour. With these high-profile celebrities and athletes being highly followed, Nike creates a trending social influence that reinforces the idea that wearing Nike products signifies being part of a highly admired elite group making more customers want to buy Nike products.
Lastly, Nike conducts straightforward customer engagement advertising campaigns through this ad by using the hashtag “#find your greatness” on available social media platforms, an excellent way to influence customer behaviour greatly. The rise in smartphone and social media users has become one of the most incredible ways of influencing Nike customers. Nike engages their customers in creative challenges and enables them to share their experiences, enabling them to become part of a brand. Through these challenges and campaigns, Nike strengthens their connections between its customers and the brand.
References
ReferralCandy. (2019, September 11). Nike’s Brilliant Marketing Strategy — Why You Should Be (Just) Doing It Too. Medium; The Mission. https://medium.com/the-mission/nikes-brilliant-marketing-strategy-why-you-should-be-just-doing-it-too-d3680d9254ba
Teo, Y. (2023, January 19). Understanding Consumer Behaviour: The Key to Effective Marketing. Marketing in Asia. https://www.marketinginasia.com/understanding-consumer-behaviour-the-key-to-effective-marketing/
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