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Nike advertising inspires and challenges next generation in China

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[sg_popup id=”9″ event=”onload”][/sg_popup]NikeNike China China advertising is using consumer insights to understand the underlying behaviors, motivations, pain points and emotions of Chinese consumers. Over the last few months, we are seeing Nike using advertising to connect, challenge and inspire consumers in China.

There are two types of Nike ads we see.

  • The classic celebrity style ads, showing the greatness of Michael Jordan, Lebron or Cristiano Ronaldo. They are entertaining and give validation that the best in the world are using Nike.
  • There are those with a message designed to challenge, inspire and push your athletic boundaries beyond what you thought was possible. These ads give us enough goosebumps to get us off the couch.

Don’t call me precious

This Nike China ad campaign speaks directly with the kids, while it flies directly in the face of over-protective parents in China and everywhere around the world.

The quote from the Nike China VP of Marketing outlines the insight. “When it comes to sports, children have the grit, determination and fearlessness of adults. They aren’t constrained by their age, but they’re sometimes constrained by parents’ fears of them falling or failing. We wanted to help overcome this overprotectiveness by reframing ‘young athletes’ as athletes who happen to be young.”

Just like Nike “Just Do It” ads pushed the western youth in the 1980s and 1990s, with inspirational ads, Nike China is taking that approach to grow their brand in China. What do you think?

Dare to become

This ad challenges the youth of China to imagine into the future when they can become the dominant soccer/football nation. It aired during the recent World Cup, generating over 170 million views in the first four days after it was released. It shows the iconic #7, currently worn by Cristiano Ronaldo, and he turns around to reveal it is a Chinese soccer player in the future.

Keep in mind, only 6 countries have won the World Cup since 1970, and only 8 have been in the finals. China is currently ranked 75th in the world. However, with 1.4 billion people, and a little inspiration, maybe this ad can come true in the future. Just imagine.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

To order the e-book version or the paperback version, click on this link: https://lnkd.in/eF-mYPe

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

 

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