Integrated Marketing Communication Campaign for Nike - BMP4004

This report outlines an integrated marketing communication campaign for Nike's new Joyride sneakers, focusing on leveraging digital platforms to generate hype and drive sales. The campaign utilizes Facebook, Twitter, Instagram, YouTube, and Nike's website to reach the target audience. Objectives include increasing brand awareness, encouraging trial, and building customer loyalty. Success is measured through key performance indicators (KPIs) tracked via social media analytics. The report reflects on the use of both traditional and digital marketing techniques, ultimately favoring the cost-effectiveness and dynamic nature of digital marketing for this specific campaign, highlighting the advantages of using various digital marketing tools to connect with audiences and promote products effectively. Desklib offers students access to a wide array of solved assignments and study resources.

BMP4004
Contemporary Issues
in Marketing

Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Campaign objectives..............................................................................................................4
Measurement of success.........................................................................................................4
Campaign plan.......................................................................................................................5
Communication 1 – Facebook...............................................................................................5
Communication 2 – Twitter...................................................................................................6
Communication 3 – Instagram...............................................................................................7
Communication 4 – YouTube................................................................................................8
Communication 5 – Website..................................................................................................8
Reflection on campaign..........................................................................................................9
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
Integrated marketing communication is defined as the process which is basically used
to unite the marketing communication and its other elements such as the public relations,
other social media sites and advertising (Hanlon, 2019). The integrated marketing
communications can be used very harmoniously with these effective communication tools.
This report will include the objectives and tools used for the campaign along with the
different ways of digital marketing and it's relevancy for promoting various goods and
services in the market so as to make a well know reputed position in the long run via making
the customers aware about the goods and services offered by the business.
MAIN BODY
The term integrated marketing refers to combining all the methods which are used to
promote the brand or a product or even a service among the targeted customers. The
integrated marketing communication works together for increased sales and the excellent and
maximum effectiveness of cost. It is essential for the organisations to encourage and promote
their products and their brands so as to engage the customers with their goods and services
offered by them by which the customers Satisfaction can be build and which can directly lay
to the acceleration and increase in their sales, which can offer them an advantage of yielding
the higher profits and revenues for the organisation. The various components of integrated
marketing can be defined as, the foundation which basically involves the detailed analysis of
both the products and the target market (Çalı and Balaman, 2019). As it is essential for
marketers to understand the brand and the product its offered values to make the clear mind
regarding the product offered. The next component is the corporate culture as every
organisation starves to work with the clear objective and goals which further leads to the full
focus and attention regarding the accomplishment of the same goal. Brand focus is an
important part of the integrated marketing communication as it focuses on the corporate
identity of the brand and the product of the business. Integrated marketing is an important
term for the business as it helps the organisation in many ways so as to become successful
and effective.

Campaign objectives
The term promotional campaign is used to encourage the position and brand image of
the product, the overall marketing campaign of the business is to create awareness, get the
people initiate to try their products and services by which the loyalty of the customers is also
maintained up to a great extent. The objectives of the campaign is to make people informed
and change their attitude towards the brand and the position. The promotional campaign is
the planned sequence of various messages and specific objectives which is to deliver the
maximum satisfaction and value of the goods and services which are offered by the business.
The campaign encompasses a variety of promotional activities and selling activities which are
used to accomplish the organisational goals. Below are some tools which have been used to
promote the campaign of NIKE shoes through the platform of digital marketing (Hiemeyer
and Stumpp).
Measurement of success
The detailed integrated marketing communications campaign which will be developed
in this report will be measurable using a variety of different tools and techniques. One of the
major ways in which the success of this campaign will be measured is through establishment
of key performance indicators along every step of the way to have depe3ndable metrics to
track while pursuing campaign objectives. Social media analytics such as Google analytics
and Facebook Meta reports will also be used to track campaign reach and success. The
overall campaign drawing across 5 different channels has been integrated in a way that
success can be tracked at every major step which makes the chances of the campaign being
effective much higher.
Campaign plan
Nike is one of the best sportswear companies on this planet currently and as such,
they have multiple new and existing product lines to launch as well as relaunch. This
integrated marketing communications campaign will deal with the launching of the new
joyride sneakers by Nike which are special shoes built for running comfort while also being
quite trendy and fashionable. This plan will utilize the social media handles of Nike along
with its mass digital appeal to generate hype and anticipation among its target audience with
the main aim being of a successful product launch coupled with healthy initial sales outlook.

Communication 1 – Facebook
The term Facebook is a great tool which is used for promoting the goods and services
through digital marketing. Facebook is a well-known platform which allows the customers
and various users to get to know about the services and the brand through the digital
platform. The Facebook can be used to share various links, images and other customisable
products and things which can give a better sense and perspective to promote the brand image
and the position of the business (Pandey, Nayal and Rathore, 2020). Facebook is a tool which
is used by the customers and the business platforms to show off the features and
characteristics of their products and services. Nike has more than 35 million followers and
this campaign will also associate its logo and brand taglines to hype the launch of the new
joyride sneakers such as ‘just do it’.
Communication 2 – Twitter
The term Twitter is an effective tool to promote the marketing.as it is a unique tool
which can help the business to encourage their products and services digitally. Twitter can
help the business to grow their audiences, through various posts and it also increases the
visibility of the campaign. Twitter is the effective tool to promote the marketing and
promotional campaign as it is used by the large amount of population which can help the
business and organisation to increase their Marketing communication and brand image

though digital platform. Twitter will also be used to exclusively advertise the new sneakers
for the people who hold the Nike membership which will add more credibility to the
campaign (Kapoor and Kapoor, 2021).
Communication 3 – Instagram
The term Instagram is a social networking site and the most used platform of the
younger generation. The Instagram can be used to promote the goods and services through
the digital platform by the reels posts and delivering various features and specifications hold
by the product. Instagram helps the business and organisations to encourage the sales of their

products by luring them towards the goods and services.it helps to promote the message and
information digitally, which is an effective tool to communicate with the mass users.
Instagram is a great marketing tool which can be used to boost up the sales and profit of the
business by engaging the customers.
Communication 4 – YouTube
It is the second largest searched engine which is preferred by the people. The term
YouTube is a tool which is basically used for promoting the digital marketing by increasing
the video marketing strategy. You tube is an effective tool which can help the business to
grow and engage their customers. Through YouTube various business such as NIKE can
encourage the positioning of brand and products.
Communication 5 – Website
Website is a great place and an effective tool which can be used to help people to get
familiar with the products and services of business when the people get to know about the
brands and other information, they will visit the website of the name of the company. The
website is considered as an important tool to promote the digital marketing as every business
and organization is required to encourage their website through which various users and
customers can get access of their product and services. Website is a place which is basically
very effective up to a great extent so as to increase the customer’s engagement and an
excellent reputation of the brand. Every business or an organization is required to create a
website which is easy and convenient for the customers.

Reflection on campaign
Marketing is an activity which is conducted by the company to promote tehri product
and giving the product related information for the customers. Along with it includes the
advertising, selling and delivering the product of the consumer. It is the activity which is
doing by the organisation to promote their product and services, and they use the marketing
mix strategies such as product, price, promotion, place and others to achieve their target
effectively and efficiently. It helps the company to provide the information of the target
customer and get the attention to the product and services. If the company need to market
their product so they can choose both the marketing techniques such as traditional marketing
and digital marketing (Zahay, 2021).
Traditional marketing
This technique is used by the company to promote their product, and it refers the
marketing activity of goods and services by using the old techniques and channels such as
newspaper, radio and others. This technique is a one-way communication tools, instead the
two-way floe, it helps to integrate the different types of advertising which is usually
expensive in nature. Traditional marketing is the typically old techniques of marketing which
helps the company to reach their new customers by doing offline marketing. If the any
company or organisation choose traditional marketing so they can easily connect with their

customers, they can save the hard copies, easy to recognised and lastly cover the high range
of customers.
Digital marketing
This is the modern, marketing techniques used for advertising the product of an
organisation. It refers to the use of digital marketing techniques to promote their product, in
this techniques company use digital platforms such as social media, emails, websites and
others. This digital marketing carried out the online marketing efforts to reach their target
customers. Now a days many digital marketing agencies helps the organisation to connect
with their audiences and retain the customers by building the strong relationship. The main
focus is maintaining the strong relationship with the customers by using the communication
channels. Advantages of digital marketing it is highly cost effective, helps to create the brand
awareness, generate high profit, make strong connection between the customer and producer
and further more (Seyyedamiri and Tajrobehkar, 2019).
Now a days most of the company preferred digital marketing platform to connect with
their customers and doing promotional activities for their product and services. Because
advance technology is entered in the market most of the people are using phones, laptops,
tabs and other devise, they don’t have much time to read the newspaper. Along with
traditional marketing is statics in nature and digital marketing is dynamic in nature,
traditional marketing is less effective and more expensive, but digital marketing is more
effective and good to compare the traditional marketing because they need less investment
and more effective on nature. Along with-it traditional marketing is the standard method to
target audiences and it involves less connection with the customers, but digital marketing
supports the producer to make strong connection with their customers. At the last digital
marketing is further better to compare the traditional marketing.
When I start my campaign in use many digital marketing tools which helps me to
promote my Nike shoes and digital marketing play an important role to success of my
camping. The tools I use for my campaign such are Instagram, Facebook, Twitter, Google
websites and YouTube. This social media platform helps me promote my Nike product and
connect with my audience all over the world. I click loss of pictures and make videos of my
campaign and product and upload on social sites, and after sometime lots of people start place
order. Along with I got lots of positive comment that they customer love the new Nike
product and want that product, I also get some suggestion that what I innovation and

improvement doing in my product to attract the mote customer. When I upload the video on
YouTube, I saw many people like my video and purchase my product, along with they
promote my product. This social media platform helps me connect with costumer and
maintain strong relationship between me and my customers. This is beneficial for me because
I don’t need to invest large amount of money for advertisement because digital marketing is
not need huge investment for an advertisement. Along with it helps me cover large area and
promote my product all over the world. They support me know the demand of my product
and I use social media analytics data to know my position, and these tools are free of cost,
when I give any information for my customers and followers in use twitter to share the
information related to my products and it helps me to connect with my audience. Along with
also support me to resolve the problem of my customers. In this camping I make my
company website to attract the new customer, and it is very helpful for me because it gives a
chance to sell my product online and it is the direct connection between customer and my
company (Juska, 2021).
I don’t need any other broker and retailer to sale my product, this platform helps me
to directly connect with my customer, therefore they giving me a relevant data of the
customer, which I can use this data to know the taste and preferences of the customer. Along
with it’s also helps me to compete with my competitors in the market and I make my
strategies according to the research. The highly digital marketing helps me to advertising to
delivered thoughts by using digital channel such as websites, YouTube, search engine,
twitter, Facebook, Instagram and furthermore. These methods play a crucial role for
successful of my camping, this campaign helps me to making my new strategies plan which
helps me that what was my strength and weakness not the company and what changes I need
do for achieve my target. After the campaign success my workers are feel more motivated
and confident. This thing helps to enhance their skills and knowledge and also updated that
what was scenario of the current market.
CONCLUSION
The above report went into detail with various complex topics such as integrated
marketing communication and its importance to promote the digital marketing. Furthermore,
the promotional campaign and its objectives were discussed in order to encourage the digital
marketing of NIKE shoes through Instagram, Twitter and YouTube. Along with that, the

traditional and modern marketing tools were discussed so as to make it clearer and more
understandable that why modern Marketing is more effective and efficient in today's business
activities. It was concluded from this report that in order to build a successful integrated
marketing communications campaign, metrics of measurement along with proper planning is
needed at each stage.

REFERENCES
Books and Journals
Çalı, S. and Balaman, Ş.Y., 2019. Improved decisions for marketing, supply and purchasing:
Mining big data through an integration of sentiment analysis and intuitionistic fuzzy multi
criteria assessment. Computers & Industrial Engineering, 129, pp.315-332.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Hiemeyer, W.D. and Stumpp, D., Integration von Marketing und Vertrieb.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a
digital world. Routledge.
Kapoor, R. and Kapoor, K., 2021. The transition from traditional to digital marketing: a study
of the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and
Tourism Themes, 13(2), pp.199-213.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing.
Seyyedamiri, N. and Tajrobehkar, L., 2019. Social content marketing, social media and
product development process effectiveness in high-tech companies. International Journal of
Emerging Markets.
Zahay, D., 2021. Advancing research in digital and social media marketing. Journal of
Marketing Theory and Practice, 29(1), pp.125-139.