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Digital Marketing - Proposal

The proposal outlines a digital marketing campaign titled 'Nike Move More' aimed at engaging young adults in the UK through fitness activities and Nike's digital platforms. The campaign targets active consumers aged 18-35, focusing on increasing digital engagement, website traffic, sales, and app downloads using a multi-channel approach that includes SEO, social media marketing, PPC advertising, influencer collaborations, and email marketing. Key performance indicators will be tracked to measure the campaign's effectiveness and success.

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13 views3 pages

Digital Marketing - Proposal

The proposal outlines a digital marketing campaign titled 'Nike Move More' aimed at engaging young adults in the UK through fitness activities and Nike's digital platforms. The campaign targets active consumers aged 18-35, focusing on increasing digital engagement, website traffic, sales, and app downloads using a multi-channel approach that includes SEO, social media marketing, PPC advertising, influencer collaborations, and email marketing. Key performance indicators will be tracked to measure the campaign's effectiveness and success.

Uploaded by

moriola
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Digital Marketing Campaign Proposal: Nike UK

1. Introduction

In the modern digital landscape, global sports brands must leverage


effective online marketing strategies to maintain competitiveness and
consumer engagement. Nike UK, a subsidiary of the global sportswear
giant, is a market leader in the athletic apparel and footwear industry. This
proposal presents a digital marketing campaign tailored to Nike UK,
aimed at enhancing brand engagement, increasing sales, and
strengthening customer loyalty through a data-driven, multi-channel
approach.

2. Campaign Overview

The proposed "Nike Move More" campaign will focus on encouraging


young adults (18-35 years) in the UK to engage in fitness activities
while integrating Nike’s digital ecosystem, including its website, mobile
app (Nike Training Club), and social media

platforms. The campaign will blend content marketing, influencer


collaborations, social media engagement, and paid advertising to
drive sales and enhance brand loyalty.

3. Target Market and Audience

3.1 Target Market

Nike UK primarily targets active consumers who value performance-


driven sportswear, fashion-forward athletic apparel, and digital fitness
solutions. The campaign will specifically focus on the UK fitness
community, urban youth, and digital-savvy consumers, as these
segments exhibit high engagement levels with online fitness content and
e-commerce (Statista, 2023).

3.2 Target Audience

The campaign’s core audience will include:

 Age Range: 18-35 years

 Interests: Sports, fitness, athleisure fashion, running, gym


workouts

 Behavioural Traits: Tech-savvy, engages with fitness influencers,


values sustainability, and prefers seamless e-commerce experiences
(Kotler & Keller, 2019)

4. Campaign Objectives
The campaign objectives align with the SMART (Specific, Measurable,
Achievable, Relevant, Time-bound) framework (Doran, 1981):

1. Increase Digital Engagement – Achieve a 40% increase in Nike


UK’s social media engagement (likes, shares, and comments) within
three months through interactive content.

2. Boost Website Traffic and Sales – Drive a 20% increase in


website visits and a 15% increase in online sales within six
months through targeted PPC campaigns and influencer
promotions.

3. Expand Nike App Downloads – Increase Nike Training Club app


downloads by 30,000 new users in the UK within four months
by integrating fitness challenges and exclusive offers.

5. Promotional Mix and Digital Strategies

To achieve these objectives, Nike UK will leverage a multi-channel


digital marketing approach incorporating:

5.1 Search Engine Optimization (SEO)

 Optimise Nike UK’s website and blog for high-intent fitness-related


keywords.

 Utilise Nike athlete stories and training tips to improve search


rankings and organic traffic (Chaffey & Smith, 2022).

5.2 Social Media Marketing (SMM)

 Utilise Instagram, TikTok, and YouTube to promote fitness


challenges using Nike-sponsored athletes and fitness influencers
(Tuten & Solomon, 2020).

 Launch the #MoveMoreWithNike campaign to encourage user-


generated content, driving engagement.

5.3 Pay-Per-Click (PPC) Advertising

 Deploy Google Ads and Facebook Ads targeting fitness


enthusiasts, gym-goers, and athletes searching for high-
performance sportswear (Kaushik, 2020).

 Implement retargeting campaigns to convert website visitors into


paying customers.

5.4 Email Marketing


 Use personalised email campaigns offering exclusive discounts,
training plans, and product recommendations based on consumer
browsing history (Ellis-Chadwick, 2019).

5.5 Influencer Marketing

 Collaborate with UK-based fitness influencers (e.g., gym trainers,


runners, and footballers) to promote Nike’s performance gear
through sponsored posts (Lou & Yuan, 2019).

 Engage Nike-endorsed athletes to drive aspirational marketing.

5.6 Nike Training Club (NTC) Integration

Introduce exclusive Nike-sponsored workouts within the Nike Training


Club app to drive app downloads and engagement.

6. Key Performance Indicators (KPIs) and Success Metrics

To measure campaign effectiveness, the following Key Performance


Indicators (KPIs) will be tracked:

1. Social Media Engagement – Metrics such as reach, engagement


rate, and video views (measured via Instagram & TikTok analytics).

2. Website Traffic & Conversion Rates – Monitored using Google


Analytics to assess session duration, bounce rate, and sales
conversions.

3. Nike Training Club App Downloads – Measured via app store


analytics to track the increase in new users.

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