Nike, which first began to experiment with social media and networking in 2004, has consistently reduced its spending on traditional advertising. Nevertheless, Nike has not pulled back on the overall marketing budget, instead opting for “non-traditional” advertising focus through new media. Though the team hoped to build online communities to foster a closer relationship with the consumers. By 2012, Nike had a social strategy that the product is connected to the required experience. Soon, c, … Read more »

Nike, which first began to experiment with social media and networking in 2004, has consistently reduced its spending on traditional advertising. Nevertheless, Nike has not pulled back on the overall marketing budget, instead opting for “non-traditional” advertising focus through new media. Though the team hoped to build online communities to foster a closer relationship with the consumers. By 2012, Nike had a social strategy that the product is connected to the required experience. Soon, the company will find out if this strategic step will be reflected in the bottom line.
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January Mikolaj Piskorski,
Ryan Johnson
Source: Harvard Business School
22 pages.
Release Date: 17 April 2012. Prod #: 712 484 PDF-ENG
Social Strategy at Nike HBR case solution