Social Strategy at Nike (Spanish version)
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.
Collection: HBSP (USA)
Ref: HBS-716S13
Format: PDF
Number of pages: 24
Publication Date: Apr 17, 2012
Language: Spanish, English
Review date: Mar 25, 2014
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Description
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.
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Year: 2012
Geographic Setting: Europe;United States
Industry Setting: Apparel; Apparel accessories; Arts, entertainment & sports; Footwear; Online retail; Web services; E-commerce; Information services
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"Social Strategy at Nike (Spanish version)"
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