Nike is known for its inspiring and innovative marketing campaigns that connect with millions of people around the world. One of its most successful campaigns was the #FindYourGreatness campaign, which launched in 2012 during the London Olympics. In this article, we will explore how this campaign helped Nike achieve its mission of bringing inspiration and innovation to every athlete in the world. Read on to discover how Nike used its creativity and innovation to overcome a challenge and create a positive impact on its customers and communities.
The Background of the #FindYourGreatness Campaign
In 2012, Nike faced a tough challenge when it lost the Olympics sponsorship to Adidas. This meant that Nike could not use any official Olympics logos or symbols in its ads. Nike had to find a way to stand out and compete with Adidas without directly mentioning the Olympics. The solution was the #FindYourGreatness campaign, which focused on everyday athletes and their stories of overcoming obstacles and achieving their goals. Nike used the hashtag #FindYourGreatness as a way to connect with consumers and inspire them to pursue their own greatness. Nike also used a clever strategy to showcase its products by giving Volt shoes, which had a bright yellow color that contrasted with the track field, to hundreds of Olympians. The campaign was a huge success, generating more social media buzz than Adidas and increasing Nike’s sales and reputation.
The Strategy of the #FindYourGreatness Campaign
The #FindYourGreatness campaign consisted of several elements that worked together to create a powerful and engaging message. These elements included:
- A series of commercials that featured ordinary people from different parts of the world doing various sports and activities, such as running, swimming, boxing, yoga, skateboarding, and more. The commercials were narrated by a voiceover that said: “Greatness is not some rare DNA strand. It’s not some precious thing. Greatness is no more unique to us than breathing. We’re all capable of it. All of us.”
- A hashtag (#FindYourGreatness) that encouraged people to share their stories and achievements on social media platforms such as Twitter, Facebook, Instagram, and YouTube. The hashtag also allowed people to interact with Nike and other users who were following the campaign.
- A website (nike.com/gameonworld) that showcased the stories and videos of people who participated in the campaign, as well as tips and tools to help people improve their performance and reach their goals.
- A live event (Nike+ FuelFest) that took place in London on August 12th, 2012, which was the last day of the Olympics. The event featured live performances by famous artists such as Tinie Tempah and Calvin Harris, as well as interactive games and challenges that used Nike’s wearable technology (Nike+ FuelBand) to measure and reward people’s activity levels.
Nike+ FuelFest was a live event that celebrated the #FindYourGreatness campaign.
The Impact of the #FindYourGreatness Campaign
The #FindYourGreatness campaign was a huge success for Nike, both in terms of generating buzz and increasing sales. Some of the results of the campaign were:
- The campaign reached over 100 million people across 25 countries through TV, digital, and social media channels.
- The campaign generated over 1.5 million tweets using the #FindYourGreatness hashtag, with an average of 16 tweets per minute during the Olympics.
- The campaign increased Nike’s online sales by 18% during the Olympics period, compared to a 6% increase for Adidas.
- The campaign boosted Nike’s brand awareness and reputation among consumers, especially among young people who identified with Nike’s values and vision.
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Conclusion
The #FindYourGreatness campaign showed how Nike used its creativity and innovation to overcome a challenge and create a positive impact on its customers and communities. By celebrating the greatness that exists in everyone, Nike fulfilled its mission of bringing inspiration and innovation to every athlete in the world.
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