Executive Summary
Marketing Problem
Even though Nike has been a popular choice among young generations, the target consumers of the brand need a more authentic and personalized experience while buying Nike products. On the other hand, Nike Australia expects to broaden its target audience. As a result, the dominant aim of this advertising brief template is to support Nike to enhance brand exposure in the Australian market by providing them with more personalized experiences.
Marketing Objectives
Increasing the market share in the apparel industry in the Australian market by 10 percent within 2 years.
Brand Positioning
Brand Value
The brand wants to address the needs of young people who want to have one-of-a-kind shoes. The brand value for this advertising campaign would be inspiration and innovation, which encourages young people to explore more of the world.
Brand Personality
Nike exudes a personality of an active lifestyle, inspirational attitude, and being exciting and cool at the same time. Besides, if we consider Nike as a person, that person should be into health and fitness, being provocative and cool.
Brand Tone of Voice
For this advertising campaign, Nike might pay attention to illustrating enthusiastic, funny, and casual voice tones to make the message more appealing in the consumers’ eyes. The word choices should be wise and young-oriented.
Target Audience
Demographics
This product should target consumers who fall into the age range of 17 to 30. The primary gender for this campaign would be men, but the advertising campaign still aims at women. Their educational backgrounds vary, from those who have higher education to those who have worked for a couple of years. The income level of the target audience should start from the upper-middle income level, as it is more costly to purchase a personalized Nike Air Force 1.
Geographic
Nike’s target consumers mostly live in urban areas or big cities. However, it should be noted that, given the development of online shopping, the brand should also pay particular attention to the online shopping behaviors of the consumers (from everywhere in Australia) as they can take up for a large proportion of the target audience.
Psychological
The target audience should be either the working or high class. Some words that best describe their personalities are energetic, sporty, and intelligent. Their lifestyles are to wear one-of-a-kind shoes from a famous brand to either serve them during daily purposes or catch the attention from other people.
Behavioral
The usage rate should be from medium to high. The main benefit sought would be impressing other people with their personalized shoes.
Proposition
The direction of the advertising campaign would be entirely based on a rational sense. Given the strong preferences of the younger generations for personalized products (as mentioned above), the brand might offer consumers amazing opportunities to buy personalized products. The size available for the advertising campaign would be the same size as the original Nike Air Force 1 size. Nike should allow customers to choose a personalized design for the shoes. For example, the company might have some suggested designs and allow the clients to choose among the options. Other than that, the firm should let the consumers choose their favorite colors of Nike Air Force 1 and their favorite design.
Advertising Objectives
There are two objectives of this advertising campaign:
- Acquiring 2500 more customers to purchase the Nike Air Force 1 within 4 four months by providing them with personalized products.
- Increasing the annual revenue of Nike Air Force 1 by 15 percent within 8 months.
Creative Strategy
Creative Concept
The BIG creative idea for the campaign will be to emphasize the versatility of Nike Air Force sneakers by styling them in the style of the popular Instagram posts “Top 10 reasons to choose Nike Air Force”. The emphasis in advertising will be shifted to the feet (Cho et al., 2021). A technique will be used to remove the main competitor for attention – a human model. However, it will not be necessary to remove the entire model, but only the upper part, while leaving the feet shod in the advertised shoes.
As part of the BIG creative idea, the confrontation effect will be used. The poster will show legs running on water and then on fire. This will effectively emphasize the durability of sneakers and the different conditions in which you can wear them. Individual Nike Air Force parts will be highlighted by directing the light beams and placing them in a separate frame (Lima et al., 2019). In each of the selected scenarios, different elements will be selected, emphasizing that this shoe model is suitable for any situation.Using simple movements and details will help you understand that the presented product is comfortable and convenient.
Advertising Appeal
The advertising appeal will focus on the uniqueness of design, individuality, laconicism of cut, convenience, style, and creativity of shoes. There will also be calls that a foot sweating from active sports in Nike Air Force shoes will not feel any discomfort. Slogans will be used to give an idea of superiority over the rest; that is, it is prestigious to wear these shoes (Claudino et al., 2019).
Information about the structure of male athletes’ feet will also be mentioned, thereby presenting Nike Air Force shoes not only as high-quality everyday shoes for permanent wear but also for sports. In other words, when compiling the advertising appeal of this shoe model, special attention will be paid to detail, and it will be correctly distributed. In this case, all the accents will be correctly placed, which means that the attention of potential consumers from the target audience will be attracted.
Pathway from USP to Creative Idea
After a detailed study of the strategy and the translation of the USP into the connection of advertising events with each other, it is necessary to determine the budget. Next, you need to identify which tools can be used to achieve the goal. Tools should be chosen based on the budget that can be allocated for advertising (Claudino et al., 2019). Media planning is one of the most important stages of the pathway from USP to creative idea.
The result of advertising depends on the choice of placement sites. It is necessary to determine where it is better to place advertising: television, Internet, printed publications, street advertising, etc. For each option, the timing should be determined. Then, you should estimate expenses and calculate the cost of each event. If the amount exceeds the initial budget, the least important events should be excluded, or the dates should be changed. After that, promotional materials will be created. In its course, it is necessary to prepare texts, designs, andcreatives for social networks, video materials, and other promotional products.
Rationale for Why This Idea Will Work
The rationale for this idea is that when creating it, the most significant factors of the effectiveness of the basic principles of productive communications were used. The first of them is the justification for market research, the audience, and the competitors. Research is critical for creating a strategy on the basis of which tactical decisions are developed. All elements are equally important: without research and correct conclusions, it will not be possible to create a working idea (Lima et al., 2019).
Another factor is the setting of strategic goals, the achievement of which will contribute to this idea. They are achievable with the help of marketing tools, influence the sales funnel and the consumer’s path, and, as a result, will lead to the achievement of business goals. In addition, this idea is entirely based on the factor of relative differentiation. Since the Air Force Nike brand stands out while retaining the attributes of its category, communication will be most effective.
Media Strategy
First Media Channel Mix
The initial media channel in the mix will involve utilizing the social network Instagram. It will be based on the order of advertising from bloggers on Instagram, the prices of which vary depending on the popularity of the blogger, the number of their subscribers, media and many other factors (Tian et al., 2019). Bloggers’ advertising on Instagram is usually more effective than targeted advertising, especially when it comes to good influencer bloggers.
The audience of such creators is happy to adopt any details of their idol’s style, and competent advertising of a brand or product will be favorably received by the audience. Video advertising of sneakers will be ordered from bloggers, as there is an opportunity to create a high-quality video series of 10 reasons to choose Nike Air Force (Tian et al., 2019). Video advertising is a video created by a blogger promoting the advertised product. Such a media channel mix will allow the demonstration of the advantages and features of the product, so this is a fairly effective method.
Second Media Channel Mix
Using YouTube as a social network will be the second media channel mix. Video advertising is the most popular and profitable content on the Internet, and this type of advertising is placed on a variety of platforms, from online cinemas to video hosting (Claudino et al., 2019). Since YouTube is the most popular video hosting site in the world, it is logical to choose it as a media channel mix. An important feature can be called a large range of company settings.
The advertiser can customize the ad display by thoroughly working out the portrait of the target audience, by age, by interests, by devices, by sections and geo-location. Of the constantly available sections suitable for the Nike Air Force advertising campaign, “Sports” and “Entertainment” should be mentioned (Tian et al., 2019). YouTube’s main difference from contextual advertising on the social network Instagram, used as the first media mix, is the mandatory need to view ads.
Media Consumption Habits of the Target Audience
The target audience of the Nike Air Force is Generation Z, whose main feature is the birth and maturation in the conditions of digitalization, and this factor is a key marker of the media consumption habits of the generation. The main source of entertainment content is the non-linear video hosting site YouTube and the social network Instagram (Cho et al., 2021). Representatives of Generation Z choose a smartphone as a universal media device for its mobility and access to the Internet.
At the same time, it is constantly used simultaneously with other media devices, more often with two, which allows us to talk about the output of the double screen effect to a new level. Access to a traditional TV, which most respondents have, does not, however, make it a popular media device (Cho et al., 2021). It is inferior to a stationary computer, laptop, or tablet; therefore, when creating an advertisement, it is necessary to focus on the appearance of the advertising campaign on these units of equipment.
Creative Execution
Implementation
Creative Production Schedule
The advertising campaign is planned for the whole year, but the main focus will be on the autumn period, October – December. It is during this period that the buyer, preparing for the holiday, acquires a huge number of gifts for relatives and friends or new shoes, including Nike Air Force sneakers (Lima et al., 2019). The advertising schedule is seasonal in nature – the means of advertising distribution are used most intensively during peak seasonal shoe sales.
The company’s enterprise in social media plans all advertising means for the New Year period. The shockwave advertising should cover a large market share during this period and increase sales of Nike Air Force sneakers (Cho et al., 2021). The time of video advertising releases is planned so that at this time most of the population is on a lunch break or in the evening on weekdays when a person scrolls social media.
Material Deadlines
People started planning purchases for the Christmas and New Year holidays in advance. Many have already decided on gifts and are waiting for the sales season to get them at a better price (Cho et al., 2021). Therefore, it is necessary to finish and release an advertising campaign on the eve of the New Year holidays, which will be the material deadline.
Mandatory Inclusions
Ethical Compliance
The brand should guarantee an ethical consideration that the design of the shoes is created by Nike and should not be identical to any images of other brands’ designs. Moreover, even though customers can choose their own design, the brand logo must still be available in the product offerings.
Regulatory Compliance
According to regulatory compliance, the use of swear words, obscene and offensive images, comparisons and expressions, including in relation to gender, race, nationality, profession, social category, age, and language, is prohibited in advertising (Lima et al., 2019).
Budget
The overall budget for this marketing campaign is around AU$ 100,000, which includes:
- Campaign Development: 5,000
- Production: 20,000
- Media: 50,000
- Monitoring: 10,000
- Agency fees: 15,000
Timetable
- Proposal due date: 16 October 2022
- Proposal Approval Date: 22 October 2022
- Final Creative Approval: 20 November 2022
- Creative Production – Material Deadline: 27 November 2022
- Campaign Launch and Campaign Finish:
- Campaign Launch: 1 December 2022
- Campaign Finish: 1 April 2023
Evaluation
Advertising affects the consumer in a complex way, but for analysis, its impact will be evaluated by two components that differ in their contribution to overall effectiveness. The first parameter will be communicative efficiency, otherwise called informational. This indicator reflects the number of potential consumers who have seen the advertising message (Lima et al., 2019). In addition to the quantity, it is also estimated how the opinion of those who contacted the advertisement has changed.
In this regard, the quality of advertising will be evaluated: how suitable the content and presentation of the advertising message are for its audience, whether the message is successfully placed, and whether the form is chosen correctly. The second component of the advertising campaign will be economic efficiency, that is, the financial result of the advertising campaign. It is the most difficult to evaluate because it requires an unambiguous mathematical approach, which is impossible in the case of advertising (Lima et al., 2019). The effect of an advertising campaign can be stretched over time, and the profit may depend on other factors. Approximate calculations are based on data on sales dynamics: the relationship between the profit presumably received from this advertising campaign and its costs will be clarified.
References
Cho, S., Brison, N., Brown, K., & Quinn, K. (2021). A theoretical explanation of sport trademark litigation: Already v. Nike and Forever 21 v. Adidas. Journal of Global Sport Management, 38(4), 1–7.
Claudino, J. G., Lima, W. P., & Serrão, J. C. (2019). Cheap Red 5 Jordans clear part. Revista Brasileira de Medicina do Esporte, 25(3), 1291–1295.
Lima, W. P., Claudino, W. P., & Serrão, J. C. (2019). Cheap Jordan 4 And 19 countdown pack. Revista Brasileira de Medicina do Esporte, 25(3), 1295–1299.
Tian, Y., Lin, H., & Peng, Q. (2019). Research report on profit maximization of sports shoes (Nike): Modeling and finding solution. The Frontiers of Society, Science and Technology, 1(6), 23–29.