Report: Nike's Persuasive Advertising Strategies and Campaign Analysis

This report provides an analysis of Nike's advertising campaign, specifically focusing on the 'Find Your Greatness' campaign. It highlights the persuasive strategies employed, such as the bandwagon effect, to influence consumer behavior. The report examines how Nike utilized this campaign to connect with a broader audience, promoting the idea that everyone can achieve greatness in sports. It also discusses how the campaign helped Nike increase sales and foster customer loyalty by differentiating itself from competitors. The analysis includes references to academic literature and the impact of the campaign on the brand's image and market positioning. The report emphasizes the effectiveness of Nike's approach in breaking traditional advertising norms and resonating with a diverse consumer base.

Running head: ADVERTISING
Advertising
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While discussing about the persuasive strategies in ad, Nike advertisement can be
considered because of their ‘find your greatness’ campaign. It was a unique advertising
campaign by Nike, which did not use any athlete to promote their product. Common people were
used in the ad to portray that the product is not restricted only to the celebrities and sport stars. It
was a strong campaign to motivate everyone barring their age and gender. This strong message
of Nike was aimed at inspiring the crowd to achieve their greatness in sport, as the universe
considers best of the best (Fransen et al. 2015).
Fig: Nike ‘find your greatness’ campaign
Source: (Childs and Jin 2018)
The picture given above is a snapshot of the Nike ad, which clearly signifies that to use
Nike product one need to be a fitness freak or an athlete. However, one common person, who
loves sports and desires to cherish his achievement in the same, can do so. This picture is a clear

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reflection of the persuasive strategy used by the company in promoting their product. To be
specific, bandwagon effect was properly used as part of their persuasive strategy. The
bandwagon appeal used in this ad persuaded the potential customers to purchase this product by
enhancing their love for sports and the achievement that they have gained. It aroused within them
a feeling of being popular and playing cool within the peer group. It was a good approach in
leading the target audience take correct decisions when they are not sure of trying out something
new (Orji, Vassileva and Mandryk 2014).
Therefore, it can be mentioned that this ad was effective in breaking the monotony of
‘just do it’. Through this ad campaign, people started loving the way they are and Nike took
advantage of the situation to increase their sale. This ad was effective in turning the customers
away from the rival companies and consuming Nike products. Nike made the best use of their
bandwagon appeal to persuade the potential customers to become loyal customers and retain the
old ones.

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References
Childs, M. and Jin, B., 2018. Nike: An Innovation Journey. In Product Innovation in the Global
Fashion Industry (pp. 79-111). Palgrave Pivot, New York.
Fransen, M.L., Verlegh, P.W., Kirmani, A. and Smit, E.G., 2015. A typology of consumer
strategies for resisting advertising, and a review of mechanisms for countering
them. International Journal of Advertising, 34(1), pp.6-16.
Orji, R., Vassileva, J. and Mandryk, R.L., 2014. Modeling the efficacy of persuasive strategies
for different gamer types in serious games for health. User Modeling and User-Adapted
Interaction, 24(5), pp.453-498.