My group worked on a campaign for Nike’s new toning shoe. Because toning shoes have taken off in the market, Nike has finally decided to release their own toning shoe for women. Aware that Nike has always been heavily athlete centered, we knew that in our campaign we would have to maintain a connection between athletes and our target audience. Our selected target audience is middle class women ages 30 – 50. Because most women in this demographic are moms we decided to relate the demanding tasks of a busy mom to those of a professional athlete in order to show that just because you aren’t in the Olympics doesn’t mean that you don’t face strenuous activities every day. The added advantage to wearing Nike’s toning shoes is that you don’t have to work as hard as the athletes to stay fit because Nike does half the work for you. Our goal is to show that even stay at home moms “Just Do It.”
The majority of our budget went towards TV ads in the mid to late afternoon time slots. The remaining portion of our budget went towards print and online advertising. We chose not to use a celebrity endorser for this campaign in order to make it more relatable to the everyday mom. With regards to social media, most busy moms don’t have the time to Tweet or check into Foursquare. However, all different age groups use Facebook so we will put ads on this website as well as other mom friendly sites such as Groupon.com and discount shopping sites.
I think that our overall campaign would be effective in reaching our target audience in the U.S. As far as a global market, I’m not so sure how our campaign would translate into different cultures. Overall, I think our ideas are relevant and support Nike’s brand image. Our group worked well together and we each contributed our own ideas to this campaign. We divided the paper so that each person had a chance to express their ideas and also share in the work load. Credit must also be given to Sandy for creating our print ad.
