Nike has been a digital and social pioneer, and the company’s 40% reduction of the traditional advertising budget between 2009 and 2012 provided economic emphasis. The company allocated $800 million for digital and social advertising.
The company reduces breadth and display interaction costs, even if they’re not as strong on search and communication. Piskorski 12 identifies three social strategies that Nike uses, and we’ll see how they link to several of Nike’s campaigns. The campaigns include The Grid, “Run For” to change attitudes in China, and video and display aspects of Write the Future. A director’s last-minute switch brought a lot of extra attention to the #makeitcount campaign.
Reading for Monday: Read Google’s help page about dynamic tracking URLs so you’ll be conversant about their components.