Social Awareness Campaign
I was tasked with researching and evaluating the effectiveness of Nikes’s Move to Zero campaign.
The goal of this project was to determine the effectiveness of a brand’s promotional strategy for one of their social awareness campaigns. This would require extensive research into recent campaigns by your chosen brand and any differences in things like sales or brand engagement post launch. I decided to choose Nike’s Move to Zero campaign as my brand initiate to report on.
Research into brand assets was necessary to determine which assets were used in the campaign and if they were identifiable to consumers. The logo specific to this campaign has found widespread us across Nike’s brand touchpoint, symbolizing the companies dedication to utilizing sustainable production.
An adequate understanding of the target customer and what products the company offers was essential to building out a well-rounded profile of the brand. Utilizing this information could provides insights into whether the chosen campaign aligns with customer values and existing products.
Evaluation of the brands publicity strategy and how it contributed to the success of failure of the campaign required research into press releases and/or PR events. Any external events that could have run in tandem with the launch of the campaign must also be noted to further build a rounded analysis of the environment the launch was taking place in. For instance, Nike announced the launch of their campaign in tandem with the announcement of the dates for Climate Week NYC. This allowed the brand to take advantage of the heightened attention to climate change to draw in interest in there sustainable initiatives within the Move to Zero campaign.