Nike's 'Find Your Greatness' Advertising Campaign: An Overview

Running head: ADVERTISING BRIEF
Advertising brief
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1ADVERTISING BRIEF
Overview
Nike is an American MNC, founded in 1964, which excels in the process of designing,
developing, creating, marketing and selling apparel, footwear, accessories and equipments. It
was officially transformed from Blue Ribbon Sports to Nike in the year 1971 (Elliott 2016). The
name of the company was suggested from the name of the Greek goddess of victory. The
company is headquartered in Oregon in the Portland area. The company is regarded as the
biggest supplier of athletic shoes and apparels in the world in addition to being a primary
manufacturer of sports goods. According to the latest news, the value of the Nike brand in 2017
was $29.6 billion. Different products are sold under this brand name such as Nike +, Air Max,
Nike blazers, Nike Pro and others. Apart from creating sports goods and apparels, the company
is also advanced in the field of operating retail stores, which is known as Niketown (Grady
2017). Renowned athletes and sport stars are sponsored by the company under their trademark of
‘just do it’ and the Swoosh logo. However, this creative brief will consider the development of
the Nike products for the ‘find your greatness’ campaign. This campaign was launched in the
year 2012 in the London Olympics.
Marketing mix
Product
The advertising campaign will help in promoting the different products of the company
so that the right customers can be targeted by the company. The company is a leader in the
sportswear industry and the advertising campaign will help in generating more revenues. The
creativity of the ad will help in providing better information to the customers regarding the

2ADVERTISING BRIEF
products that are being manufactured by them. The campaign was introduced during the London
Olympics that was held in 2012, as it brings together sports people from all over the world. The
ad focussed on bringing out the best among the sports people so that the competition can be done
in a friendly manner. The competitive spirit in the Olympic along with the best outcome from the
sports persons helped in making the ad successful in nature (Huang and Sarigollu 2014).
Price
The company is one of the leaders in supplying the sportswear equipment to the
customers and uses the method of value based pricing so that the growth in its level of profit can
be calculated in a proper manner. The ad that was made had a creative tea who had invested their
time and labour in making the campaign successful in nature. The main objective of the ad was
to capitalize on the sale of its good and products during the time of London Olympics. The
advertisement was focussed on increasing the level of sales of the goods, which can be done by
increasing the price to develop the campaign. This helped the campaign to be successful (Khan
2014).
Place
The use of advertisement campaign is to increase the level of awareness among the
customers by providing proper information so that the sales of the products and goods can be
increased by the company. Placing the ad in the right manner and in the right place will help in
attracting majority of the customers. The ad developed by Nike was launched during the London
Olympics, as it brings together many tourists and sports people in the same location for a certain
period of time. This helps in capitalizing on the surplus of the buyers by the company as well.
The placement of the ad is important, as the company needs to have a better knowledge
regarding the time when the customers can be able to view it. This will help in increasing the

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chances of purchasing the products that the company wants to sell in the market place (Tapp and
Spotswood 2013).
Promotion
Promoting the ad is b=very important, as it will help in increasing the activities of
marketing in a proper manner. The use of aggressive and comprehensive tools of marketing will
result in spreading awareness among the customers with the intention of spreading the
information that the company wants. The use of social media platforms such as YouTube,
Facebook and Twitter has enabled the company in spreading the information regarding the
message that the advertisements want to convey to the target audience. The right kind of
promotional activities helped the company in enjoying the coverage so that the strategy of
spreading awareness among the customers can be fulfilled (Londhe 2014).
Situation Analysis
Strengths
The major strength of the ad campaign is that it will help in putting across the message
that the company wants to the target audience so that the marketing strategies adopted by them
can be effective in nature. The use of the innovative strategies will help the company in gaining
the attention of the customers so that it can result in increasing the level of sales. The use of a
better creative team has helped the company in providing the ads in a creative manner so that it
can appeal to the target audience regarding the products that they want to advertise. The
company has a good base of capital that has allowed them in developing new and creative
advertisements than their rival companies (Parente and Strausbaugh-Hutchinson 2014).