This case study is an overview of Nike’s SMM practice in China. It is mainly focused on the overall structure of Nike’s social media landscape, interrelations between different social elements, online-campaigns and offline-activities, but it will not go to great details of any specific campaign

1. Nike
Social Media Marketing
Case Study

2. Note: This case study is an overview of Nike’s SMM practice in China. It is mainly focused on the
overall structure of Nike’s social media landscape, interrelations between different social elements,
online-campaigns and offline-activities, but it will not go to great details of any specific campaign.

3. Social Marketing Hierarchy
ROI
LOYALTY Brand value
Tribe
Engagement
Team
COMMUNITY
Activity
Content
CAMPAIGN Platform
Paid & Owned
Tool knit
RESOURCES Technologies

4. Nike Social Marketing Hierarchy
ROI
WE
SPORTS
Brand value LOYALTY
Night Run Tribe
Engagement COMMUNITY
Nike woman Team
Basketball CAMPAIGN Activity
Nike
never Chance
stops
Kobe Summer
Challenge Content
system Tournament
for Nike Girl Platform RESOURCES
Renren Weibo Game Paid & Owned
Tool knit
E- NikeID Nike+
Blog
commerce
Technologies

5. This is the landing page of Nike basketball (篮球攻会). It not only enables linkage to
almost all the prevailing social networks in China, but also very engaging in nature
because it provides useful contents tailor made for all basketball lovers.
↑ Use the celebrities (Kobe etc. ) to
draw attention to Nike’s new line of ↑ Give privilege offers to the community
shoes members
→ Give out →Hold annual
training competitions to
videos to help engage students
players to
enhance their
skills

6. Nike Weibo
Nike has created different weibo accounts for each
product line, online community and spokesman. While
producing different contents for different audience at
the same time, Nike maintains a strong brand image.
All these accounts are inter-linked by grouped
sidebars.

7. Nike Renren
So is Nike’s SNS accounts: Multiple accounts for multiple
communication purposes. Multiple purposes are interlinked by
sidebars.

8. Nike woman campaign minisite
“Challenge for Nike Girl” is the latest
campaign launched on Women’s Day.
The campaign minisite is embedded
on Nike renren page. It is a product of
Gamification thinking.
→The whole
campaign is made
into a game
composed of a series
of tasks.
←After
accomplishing tasks,
a ranking chart will
be displayed by
individual, cities,
schools and tasks.

9. Nike ID
Nike plus
Nike
Lunar run
姐妹淘
篮球攻会
足球劲区 Night run