WITH EVERY FIBER OF MY BEING!

When it comes to research, we need to be aware that data comes from all around us. In research, we describe this as quantitative and qualitative. Quantitative data provides numerical data like Nike’s digital media KPI’s: engagement, likes, and follow count. Further, qualitative data gives us information about what’s inside the DNA of our consumers, featuring: hobbies (like) running with their dog, race , and income. To get this kind of information we can review interview videos and first-hand account prose (articles, tweets, photos).

Delivering a message to your audience is extremely important.  We want to make the consumer aware about what we believe in and that they should believe in the same power. Before we move any further, take a moment with this image. Imagine that as you are gazing at the paint streaked bird and take into account the words, JUST DO IT. We have seen this slogan since 1987 and it represents freedom. It represents the capability of everyone and that no one is abandoned with the opportunity to be victorious as the goddess as its namesake Nike. I want to add that my messaging strategy is focused on the emotional character of the audience and how it is swayed by the preemptive placement of the brand’s vision. Further, I want something simple like Nike has consistently delivered. So, I’d follow through with turning paint strokes into a bird breaking through the walls and giving the message of perseverance. “With every fiber of your being, Just Do It.” My messages will circumnavigate the same intention. Always positive, uplifting, and real. I want to also be sure to stay “Desirable, supportable, believable, and ownable (Counterpart, 2021).” This is what makes a message stick. 

Focusing this message onto Nike’s platforms, we need to identify the purpose within its’ theme. Instagram is easily single-handedly Nike’s most outreached and engaged. They incorporate an array of videos and photos always focusing on the same topic at the same time as Twitter, and YouTube. However, Youtube features a longer episode dedicated to Tayla Harris, an Australian footy player/ fighter, and Twitter and Instagram feature 13-21 seconds of the original 3-minute message. Her shared message is on brand with Nike’s campaign, So, it would make sense to see similar content on the other platforms skewed to the varied audiences. The post on Instagram has reached 79,448 likes and 1,221 comments in the 6 days of being live. Whereas,   YouTube has reached nearly 5,000 views and 15 comments in 6 days, and Twitter with 297 likes, 28 retweets and one quoted tweet. It is safe to say Twitter and YouTube are behind in consumer influence.  Although Twitter does include a link to the full episode on YouTube to help redirect and increase viewership. 

When Tayla voices over the concluding statement of the YouTube video she proclaims that, “If you don’t try it and you don’t do it you will get no result. But if you give it a go it could be the best thing that happens to you (Nike, 2022).” She is accompanied by the swoosh and the campaign slogan, “What are YOU working on?” with you circled and working is underlined as best represented in writing. Their message is that anyone can do anything if they set their mind to it. They showcase athletes and their stories to share with the world that anything is possible. So, when you think of Nike, you should remember that you are your own god/goddess of victory. 

Some ethical and legal concerns that arise are privacy security for the consumer so they know the limitations of their traveling data. Also, when managing social media, we need to be aware of the terms and guidelines of appropriateness in content. For example, YouTube requires adult content to be labeled as such.  According to the American Speech language hearing Association, the ethical use of social media means to avoid, “Breaching confidentiality, avoiding misrepresentation and the promotion of services and products, and the listing of credentials, and avoiding remarks that may constitute defamation (ASHA, 2022).”

Ya’ll take care now!

References:

ASHA. (2022). Issues in ethics: Ethical use of social media. American Speech-Language-Hearing Association. Retrieved September 18, 2022, from https://www.asha.org/practice/ethics/ethical-use-of-social-media/ 

Counterpart. (2021, December 7). Message strategy, content marketing and brand development. Counterpart. Retrieved September 18, 2022, from https://www.counterpartcd.com/message-strategy/ 

Nike. (2022, September 12). Tayla Harris | What Are You Working On? (EP 22) | Nike. YouTube. Retrieved September 18, 2022, from https://www.youtube.com/watch?v=PDVt9s0g7eg