Comprehensive Digital Marketing Communication

Strategy for Nike's EcoRun Launch

Introduction

Sustainability alone isn't enough to make a product successful. Just like any
other product, sustainable offerings must provide tangible benefits to
consumers. And while this notion is not new to any consumer business, many
still struggle to generate demand and commercial success for sustainable
product launches because what consumers ‘say’ they want, does not equal
what they actually ‘do’ in front of the shelf

Nike’s sustainable products always aims to provide tangible performances.

With EcoRun, Nike aims to provide more than just an eco friendly sustainable
running shoes. With cutting edge technology, innovation and high
performance designs. Nike understands sustainability is a crucial factor.

The assignment develops a deep analysis and structure of Nike’s Digital

Marketing Communication for its upcoming running shoe, purely stemmed
from eco-friendly innovation and recycling branded as EcoRun, The launch of
the EcoRun shoe series aims to effectively reach out to all active platforms
about the commitment of Nike to sustainability. The EcoRun represents
Nike's bold step towards sustainable innovation, featuring recycled
materials, energy-efficient manufacturing processes, and performance-
enhancing technology. This analysis will assess current digital marketing
approaches, propose innovative solutions, and evaluate how these strategies
can help Nike achieve a competitive advantage in the sustainable athletic
footwear market.
Task 1: Assessing Nike's Digital Marketing and E-Promotion Strategy

The promotion variable of the marketing mix refers to how marketing

communications are used to inform customers and other stakeholders about
an organisation and its products. The Internet and digital marketing
techniques are highly important and have significant implications for
marketing communication planning” (Chaffey, D., & Ellis-Chadwick, F. (2022)

The Internet offers a new, additional marketing communications channel to

inform customers of the benefits of a product and assist in the buying
decision. These are different approaches for looking at how the Internet can
be used to vary the Promotion element of the mix:
1. Reviewing new ways of applying each of the elements of the
communications mix – such as advertising, sales promotions, PR and
direct marketing.
2. Assessing how the Internet can be used at different stages of the
buying process.
3. Using promotional tools to assist in different stages of customer
relationship management from customer acquisition to retention
(Chaffey, D., & Ellis-Chadwick, F. (2022)
Nike's digital marketing and e-promotion strategies demonstrate a
sophisticated understanding of modern digital channels while presenting
opportunities for enhancement, particularly in the context of launching the
EcoRun sustainable running shoe.

Current Digital Marketing and E-Promotion Strategies

Nike utilizes a comprehensive mix of digital channels:

Search Engine Optimization (SEO) and Search Engine Marketing

(SEM):

A plethora of resources contribute to one aim for Nike punctuality and

viability. These include the following:

On Page SEO: Use specific keywords (for example ‘running shoes’ and
‘sustainable footwear’ and ‘athletic gear’) while writing product detail and
adding them in the meta description and header.

Content Optimization: Generating more traffic has been significant via useful
blog posts and articles regarding Fitness, Sports, and Sustainability.

Technical SEO: Making it easy for mobile users, Speeding up web page load
times, and Using structured data

For SEM, Nike uses Google Ads for paid search campaigns in multiple ways:

Targeted Ads: Advertisements focused on keywords such as ‘best running

shoes for marathons’,’ eco-friendly sneakers.

Retargeting: Display ads targeted towards prior visitors to your site

Social Media Marketing:

Nike’s social media strategy is centered on engagement, storytelling,

and community building. Key tactics include:
 Platform Diversity: Nike maintains a strong presence on Instagram,
Twitter, Facebook, and TikTok, tailoring content to each platform’s
audience.
Influencer Marketing: Collaborating with athletes, fitness
influencers, and celebrities to promote products and campaigns. For
example, Nike partnered with Serena Williams to promote its women’s
sportswear line.
Hashtag Campaigns: Creating viral hashtags like #JustDoIt and
#RunWithIt to encourage user-generated content (UGC) and foster a
sense of community. Interactive Content: Using polls, quizzes, and
live streams to engage followers and gather feedback.
Social media marketing enhances brand loyalty and awareness,
particularly among younger audiences. It supports Nike’s mission to
inspire and connect with athletes worldwide.

Email Marketing:

Nike's email strategy emphasizes personalization through:

Nike’s email marketing strategy focuses on personalization and

automation:
Personalized Campaigns: Nike sends tailored emails to customers
based on their preferences, purchase history and browsing behavior.
For example, a customer who frequently buys running shoes may
receive emails about new running gear.

Segmentation: Dividing the email list into segments (e.g., men,

women, kids) to deliver targeted content.

Automation: Using tools like Salesforce Marketing Cloud which help

Nike to automate their welcome emails, abandoned cart reminders and
post purchase follow up.

Email marketing drives repeat purchases and customer retention. It

supports Nike’s goal of delivering personalized experiences to its
customers.
Content Marketing:

Nike’s content marketing strategy revolves around storytelling and

education:

Blog Posts: Publishing articles on topics like fitness tips, athlete

stories, and sustainability initiatives to engage and inform customers.
Video Campaigns: Creating high-quality videos, such as the "You
Can’t Stop Us" campaign, to inspire and connect with audiences.
Interactive Experiences: Offering tools like the Nike Training Club app,
which provides free workout plans and fitness advice.
Content marketing positions Nike as a thought leader in the sports and
fitness industry. It drives engagement and loyalty by providing value
beyond product sales.

Influencer and Athlete Collaborations:

Nike’s collaborations with athletes and influencers are a cornerstone of

its marketing strategy:
Athlete Endorsements: Partnering with high-profile athletes like
Cristiano Ronaldo, LeBron James and Naomi Osaka to promote
products and inspire fans.
Influencer Campaigns: Collaborating with fitness influencers and
environmental activists to reach niche audiences. For example, Nike
partnered with eco-conscious influencers to promote its sustainable
product line.
Credibility and Trust: Leveraging the credibility of athletes and
influencers to build trust and authenticity.
These collaborations enhance Nike’s brand image and appeal to
diverse customer segments. They support Nike’s goal of being a global
leader in sports and fitness.
Strengths of Nike's Digital Marketing Strategy

1. Strong Brand Identity

Nike’s marketing campaigns are known for their compelling, inspirational,

and emotionally resonant messaging. Examples include: #JustDoIt
Campaign: This iconic slogan has become synonymous with Nike’s brand
identity, inspiring athletes and fitness enthusiasts worldwide.
Storytelling: Nike uses powerful narratives, such as the "You Can’t Stop Us"
campaign, to connect with audiences on an emotional level. Brand Loyalty:
The strong brand identity fosters loyalty and trust, making Nike a top choice
for consumers. Chaffey and Ellis-Chadwick (2022) emphasize the importance
of brand identity in digital marketing, noting that emotionally resonant
campaigns drive customer loyalty and differentiation. Hussain et al. (2023)
highlight how storytelling and consistent messaging can create a competitive
advantage by building emotional connections with consumers.

2. Effective Social Media Engagement

Nike excels in creating visually appealing and interactive content on social

media platforms. Key tactics include:
High-Quality Visuals: Nike’s Instagram and TikTok posts feature stunning
visuals of athletes, products, and motivational content.
Interactive Campaigns: Using polls, quizzes, and challenges to engage
followers and encourage participation.
User-Generated Content (UGC): Encouraging customers to share their
experiences with Nike products using hashtags like #JustDoIt. Relevance to
Literature: Okorie et al. (2024) discuss the role of social media in building
brand identity and engaging consumers, particularly in the age of IoT. Patil
and Chordiya (2020) note that interactive and visually appealing content is
highly effective in capturing consumer attention and driving engagement.

3. Personalized Marketing

Nike uses AI-driven tools to deliver personalized recommendations and

experiences. Examples include:
Nike App: The app provides personalized product recommendations based on
user preferences and purchase history.
Email Campaigns: Sending tailored emails with exclusive offers and product
suggestions. Dynamic Website Content: Displaying personalized content on
the website based on user behavior.
Chaffey and Ellis-Chadwick (2022) highlight the importance of
personalization in enhancing customer experience and driving conversions.
Hussain et al. (2023) discuss how AI-driven personalization can create a
competitive advantage by delivering relevant and timely content to
consumers.

4. Data-Driven Decision Making

Nike leverages data analytics to optimize its marketing campaigns and

improve customer loyalty. Key practices include:
Customer Insights: Analyzing data from social media, website traffic, and
purchase history to understand customer behavior. Campaign Optimization:
Using A/B testing and performance metrics to refine ad campaigns and
content strategies. Predictive Analytics: Forecasting trends and customer
preferences to stay ahead of the competition.
Okorie et al. (2024) emphasize the role of data analytics in digital
marketing, noting that data-driven strategies enable brands to make
informed decisions and improve ROI. Hussain et al. (2023) discuss how
predictive analytics and customer insights can enhance competitive
advantage by anticipating market trends and consumer needs.

Weaknesses of Nike's Digital Marketing Strategy

1. Over-Reliance on Established Markets

Nike’s digital marketing efforts are heavily focused on established

markets like North America and Europe, with limited attention to
emerging markets in Africa and parts of Asia. Missed Opportunities:
Emerging markets represent significant growth potential, but Nike’s
lack of localized campaigns and cultural relevance limits its reach.
Competition: Rivals like Adidas and Puma are gaining traction in these
regions by tailoring their strategies to local preferences.

2. Potential Consumer Fatigue

Nike’s high-frequency digital ads may lead to banner blindness and ad

fatigue among consumers. Overexposure: Constant exposure to ads
can reduce their effectiveness and irritate customers. Declining
Engagement: Consumers may ignore or block ads, leading to lower
engagement rates and wasted ad spend.

3. Inconsistent Sustainability Messaging

While Nike has made strides in sustainability (e.g., the Move to Zero
initiative), its digital marketing campaigns often lack consistent and
prominent sustainability messaging. Consumer Demand: Eco-conscious
consumers are increasingly prioritizing sustainability, and Nike’s
messaging does not always reflect its efforts in
this area. Missed Opportunities: Highlighting sustainable practices
could enhance Nike’s brand image and appeal to a growing segment of
environmentally aware customers. Relevance to Literature: Okorie et
al. (2024) emphasize the importance of sustainability in modern digital
marketing, noting that consumers are more likely to support brands
that align with their values. Hussain et al. (2023) suggest that
integrating sustainability into marketing campaigns can create a
competitive advantage by appealing to socially conscious consumers.
Task 2: Proposing Digital Marketing Tools and
Strategies for the EcoRun Launch

To acquire a competitive edge in today's dynamic economic environment,

organizations must alter their digital marketing strategies. Organizations can
use digital marketing techniques to improve client engagement, foster brand
loyalty, and ultimately propel corporate success by utilizing the most recent
technological breakthroughs. Deep exploration is given to important
technological developments including artificial intelligence, machine
learning, big data analytics, marketing automation, and customer
relationship management systems.

The strategic choices for digital marketing are similar to traditional

marketing: segmentation, targeting, differentiation, and positioning.
Companies must decide whether to replicate offline strategies online or
adapt specifically for digital channels. igital marketing strategy must
integrate online and offline channels, ensuring that each channel
complements the others. Some companies focus exclusively on digital
channels (e.g., low-cost airlines), while others use a mix of digital and
offline (e.g., retail stores with face-to-face, phone, and online interactions)
The Schramm communication model is applied to digital marketing,
highlighting key elements like encoding (message design), noise
(external distractions), decoding (customer interpretation), and
feedback (user interaction via web analytics and forms)
Digital marketing campaigns must integrate "always-on" and real-time
marketing components. (Okorie, G. N., Udeh, C. A., Adaga, E. M.,
DaraOjimba, O. D., & Oriekhoe, O. I. (2024)

Nike’s new EcoRun requires innovative strategies to enhance brand

presence, increase engagement, and boost conversions. The following three
strategies are proposed:
1. Advanced SEO and SEM Optimization

Incorporate AI-driven SEO optimization and predictive search trends analysis

to improve Nike’s positioning on search engines. This includes:

AI-Powered SEO: Leveraging tools like BrightEdge or MarketMuse to

evaluate content effectiveness, uncover lucrative keywords, and enhance
product descriptions, meta tags, and headers.Generative Trends You can use
tools like Google Trends along with AI tools to predict upcoming search
trends surrounding sustainable shoes and athletic gear

Localized SEO: Focus on geo-targeted keywords and geotargeting for new

geographic markets such as Africa and Asia

Optimize for Voice Search: Use natural language and long-tail keywords for
voice search queries
Increased Visibility: Nike ranks well for relevant keywords thanks to advanced
SEO and SEM strategies that drive organic and paid traffic to the product page.

Targeted Traffic: Nike leverages predictive search trends and localized SEO to
access niche audiences, such as eco-conscious consumers and fitness aficionados in
developing markets.

Cost Savings: AI-powered tools allow you to optimize your website with less human
effort, which translates to greater ROI.

Public Relations Impact:

Expertise and Authority: If Nike reads high in search, they're seen as an authority in
sustainable footwear and athletic gear.

Brand Trust: Regular presence on search engines helps Nike build consumer trust,
increasing its reputation.

Global Experiment: Local SEO and Voice SEO expand Nike’s reach to unreached
markets to support its global brand image.

2. Interactive Social Media and Influencer Marketing

 The wastage from traditional media buys can be reduced online through
advertising models where the advertisers only pay for a response (cost-per-
click) as in pay-per-click search marketing or for a lead or sale as in affiliate
marketing Social media marketing is an important category of digital
marketing which involves encouraging customer communications on a
company’s own site or social presences such as Facebook or Twitter or in
specialist publisher sites, blogs, and forums" (Hussain, H. N., Alabdullah, T. T.
Y., Ries, E., & Jamal, K. A. M. (2023).

Launch interactive social media campaigns to engage audiences and create buzz
around the new product. Key tactics include:

AR (Augmented Reality) Filters: Design AR filters for Instagram and Snapchat

where users can virtually try on the brand-new Nike EcoRun footwear.

Gamification — Create interactive games or challenges on TikTok and

Instagram, for example, a “Green Run Challenge” inviting users to post
videos of themselves running dressed in green, eco-friendly attire.

User-Generated Content (UGC): Ask customers to share photos and videos of

themselves using the product with a branded hashtag such as #RunGreen.

Address Questions Live: Arrange live question & answer sessions of the
athletes and influencers where questions relevant to a product or its
sustainability elements can be answered.

Competitive Advantage:

Enhanced Participation: Interactive content is far better at holding attention

and promoting involvement, leading to higher engagement metrics.

Why it is important: > Viral potential: Gamification and UGC campaigns can
go viral, greatly increasing brand reach.

Emotional Bonding: The AR filters and live sessions make more memorable
experiences that help in building a strong emotion with the brand.

Public Relations Impact:

Brand Awareness: It is also increasing the visibility and awareness of the
new product through viral campaigns and UGC.

Positive Sentiment: Interactive and dynamic content creates positive

sentiment and boosts up Nike’s reputation.

Building Community: Initiatives such as the Green Run Challenge cultivate

community spirit among eco-savvy consumers.

3. Personalized Email Marketing Automation

Strategy:
AI is changing the ways we can communicate; make use of it through email
marketing automation. Key tactics include:

Behavioral Triggering: Automated emails sent based on customer action (i.e.,

abandoned cart, post-purchase email, recommend a product).

Dynamic Content: Implement dynamic content blocks for personalization

based on customer preferences, purchase history, and browsing behavior.

Segmentation: Break down the email list into segments (eco problem-
solvers, fitness buffs, etc.) to send relevant content.

DY Automated Sentences 1: Provide early access to the product launch and

offer discounts to loyal customers.

Competitive Advantage:

Increased Conversion Rates: Targeted emails yield higher open and click-
through rates, leading to higher conversions.

Customer Retention: Automation helps with follow-ups and exclusive offers,

fostering relationships and increasing retention.

Efficiency: Automating processes enables better utilization of human

resources, increasing productivity.

Public Relations Impact:

Building Customer Loyalty Personalization: An essential part of the email

strategy ensures that customers feel special and valued.

Nike Brand Perception: Due to timely, and relevant communication, Nike’s

positioning gets stronger as a customer-centric brand.

Enhanced Sales: Customers repeat purchasing with exclusive deals,

increasing sales revenue.

Nike’s mobile apps

To build a deeper connection with their audience and curate the Nike community
the brand has launched a few apps. Like

i. Nike Run Club: Running Coach. Health & Fitness

ii. Nike SNKRS: Sneaker Release. Shopping
iii. Nike Training Club: Wellness. Health & Fitness
iv. Nike Adapt. Health & Fitness
v. Nike Studios. Health & Fitness

Nike partners with various fitness influencers and trainers from time to time to
publicize its Nike Run Club, Nike SNKRS app, and more. With these efforts, the
brand is cultivating a loyal and active online community that amplifies its brand
messages. (Mankiran, 2024)

Task 3: Digital Marketing Communication Campaign for the Nike

EcoRun Launch

Core Message and Communication Goals

**Core Message:**

"Run Green, Perform Better - Nike EcoRun: Where Sustainability Meets

Performance"

Communication Goals:

1. Increase Product Awareness

- Achieve 40% awareness within three months

- Generate buzz through multi-channel promotion

- Establish EcoRun as a leading sustainable shoe

2. Drive Sales Growth

- Achieve 25% online sales increase

- Convert awareness to purchase intent

- Maximize customer lifetime value

3. Build Brand Leadership

- Position Nike as sustainable innovation leader

- Foster community engagement

- Strengthen brand loyalty

#### Customer Personas and Journey Mapping

customer Personas:

Eco-Friendly Emma:

Demographics: 28-year-old environmental activist.

Goals: Wants sustainable and high-performance sportswear.
Challenges: Struggles to find eco-friendly products that meet her athletic needs.
Fitness Fanatic Frank:

Demographics: 35-year-old marathon runner.

Goals: Seeks innovative gear to enhance performance.
Challenges: Needs durable and comfortable products for intense training.
Tech-Savvy Tom:

Demographics: 22-year-old college student.

Goals: Wants trendy and functional sportswear.
Challenges: Prefers brands that align with his values and lifestyle.

Customer Journey Mapping:

Awareness:

Channels: Social media ads, influencer posts, and blog content.

Actions: Customers discover the new product through targeted ads and engaging
content.
Consideration:

Channels: Website, email campaigns, and video content.

Actions: Customers explore product features, read reviews, and compare options.
Purchase:

Channels: E-commerce platform, retargeting ads, and personalized emails.

Actions: Customers make a purchase, encouraged by exclusive offers and seamless
checkout.
Loyalty:

Channels: Post-purchase emails, loyalty programs, and community engagement.

Actions: Customers share feedback, participate in campaigns, and make repeat
purchases.
#### Multi-Channel Digital Marketing Plan
Social Media Marketing:

Platforms: Instagram, TikTok, Facebook, and Twitter.

Tactics:

Launch a hashtag campaign (#RunEcoWithNike) to encourage user-generated

content.
Post behind-the-scenes videos of the product’s development and sustainability
features.
Collaborate with influencers to showcase the product in action.
Email Marketing:

Tactics:

Send a series of personalized emails announcing the launch, highlighting product

benefits, and offering exclusive discounts.
Use behavioral triggers to send abandoned cart reminders and post-purchase
follow-ups.
Pay-Per-Click (PPC) Advertising:

Tactics:

Run targeted ads on Google and social media platforms to drive traffic to the
product page.
Use retargeting ads to re-engage users who visited the website but did not make a
purchase.
Influencer Marketing:

Tactics:

Partner with athletes and fitness influencers to promote the product.

Host live Q&A sessions with influencers to answer customer questions and build
trust.
Content Marketing:

Tactics:

Publish blog posts and videos about the product’s innovation and sustainability
features.
Create interactive content, such as quizzes and polls, to engage customers.
Key Performance Metrics

Engagement Rates:

Monitor likes, shares, comments, and how often hashtags are used on social
media.

Track Opening And Clicking Rates On Your Emails

Conversion Rates:

Track the conversion rate of web visitors who buy something.

Monitor the performance of retargeting ads and driving conversions.

Cost of Acquiring Customer (CAC):

Costs of customer acquisition per channels

Return on Investment (ROI):

Evaluate the cost vs. revenue for your campaign

Brand Sentiment:

Use customer feedback and reviews to measure brand perception.

Creative and Innovative Improvements

Augmented Reality (AR) Experience:

Develop an AR feature on the Nike app that allows customers to virtually try on the
new product.
Sustainability Calculator:

Create an interactive tool on the website that shows the environmental impact of
choosing the new product.

Community Challenges:

Launch a global fitness challenge (#ElevateChallenge) where participants share

their progress using the new product.
Exclusive Loyalty Program:
Offer early access to new products and exclusive discounts to members of Nike’s
loyalty program.

Conclusion

The 'say-do gap' is a paradoxical yet understandable phenomenon. While the

transition towards a sustainable product economy is imperative, it's a complex and
challenging endeavor. The current reality is that most consumers aren't yet walking
the talk, making it difficult for businesses to navigate this delicate balance.

A digital marketing communication strategy proposed for the Nike EcoRun launch is
holistic. It aligns the message of sustainability with the performance-driven
approach of marketing, using cutting-edge digital tools and data-driven insights to
drive engagement with customers on innovative and modern consumer approaches
in order to make Nike number one in sustainable athletic footwear. Brand visibility,
coupled with a stronger customer engagement perspective, further enhances Nike
as the leader in both high-performance sportswear and environmental
responsibility.

This strategy will ultimately enable Nike to build an agile and scalable framework for
future product launches that will be sustainable Consumers in real time are
connected with eco conscious storytelling, personalized marketing, partnership with
influencers and other digital experiences. Nike also maps data insights by tracking
their marketing campaigns.

A strong brand building and customer communication will help Nike expand its
customer base and prove more to be a nature pro company which might even
increase customer transition from other brands. The EcoRun series will be the first
of many shoes sourced from sustainable and ecofriendly reusable products. As Nike
keeps tracks of their customer responses and athlete endorsement along with
influencer affiliated marketing, the company is in an advantageous position to
leverage the market.

Nike as always wants to be the forefront runner of fitness and sports industry and
thus leads the change in the market in social and environmental innovation,
creating a commitment from their customers.In the long run, the success of EcoRun
will determine whether sustainability-based initiatives for Nike are here to stay. It
will give the company a chance to combine technology, innovation, and brand
purpose in furthering business goals while making a permanent mark on the global
effort to make the athletic footwear industry sustainable.
References

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy,

Implementation and Practice (8th ed.). Pearson Education Limited.

Hussain, H. N., Alabdullah, T. T. Y., Ries, E., & Jamal, K. A. M. (2023).

Implementing Technology for Competitive Advantage in Digital Marketing.
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Okorie, G. N., Udeh, C. A., Adaga, E. M., DaraOjimba, O. D., & Oriekhoe, O. I.
(2024). Digital marketing in the age of IoT: a review of trends and impacts.
International Journal of Management & Entrepreneurship Research, 6(1),
104-131.

Patil, K. S., & Chordiya, K. (2020). The Role of Digital and Social Media
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Mankiran (2024). Case Study: Nike’s Digital Marketing Strategies. [online]

MBA ESG Business School, India. Available at: https://mba-esg.in/nike-digital-
marketing-strategies/.