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  • April 2012 (Revised March 2014)
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Social Strategy at Nike

By: Mikolaj Jan Piskorski and Ryan Johnson
  • Format:Print
  • | Language:English
  • | Pages:22
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Abstract

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.

Keywords

Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry

Citation

Piskorski, Mikolaj Jan, and Ryan Johnson. "Social Strategy at Nike." Harvard Business School Case 712-484, April 2012. (Revised March 2014.)
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Related Work

    • March 2013
    • Faculty Research

    Social Strategy at Nike (TN)

    By: Mikolaj Jan Piskorski
    • April 2012 (Revised March 2014)
    • Faculty Research

    Social Strategy at Nike

    By: Mikolaj Jan Piskorski and Ryan Johnson
Related Work
  • Social Strategy at Nike (TN) By: Mikolaj Jan Piskorski
  • Social Strategy at Nike By: Mikolaj Jan Piskorski and Ryan Johnson
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