Since the 1960s, Nike has pushed the envelope on what it means to be an iconic sports brand. Companies around the globe attempt to match their energy and replicate their strategy when it comes to brand storytelling.
There’s no better example of brand storytelling than the Nike “Just Do It” campaign. It launched in 1988 and continues to make a mark on the advertising industry to this day. Let’s explore the power of Nike’s “Just Do It” campaign and how it made a lasting impact.
The Nike Marketing Strategy: Inspire, Connect, Persevere
Since its inception, Nike has stood for inclusivity, motivation, and the pursuit of excellence in sport. “Just Do It” is a slogan that pushes athletes to strive for greatness, push the boundary on what it means to be excellent, and stay resilient no matter what.
Nike does a remarkable job of inspiring the everyday athlete—whether it’s a high school student, a mom getting into shape, or an older person trying to find an activity that works for their lifestyle—to keep pushing forward, even when it seems impossible.
The slogan “Just Do It” inspires and motivates Olympic athletes and regular Joes to keep pushing to see what they accomplish. The underlying theme of no limits to what we can achieve resonates with people all over the world. Everyone wants to believe in themselves, and Nike helps them get there.
Nike has also perfected the relatable narrative that fosters connection with their audience; from the single mom getting out early to go for a run to an Olympic athlete pushing through the pain of an injury, everyone can relate to the compelling stories Nike shares in its campaigns.
What Nike Teaches Us About Brand Storytelling
So, if you ever wonder, “Why is Nike advertising so successful?” The answer is clear—they know how to connect with people from all walks of life, and they do so successfully without pushing any product. Don’t get it twisted—the Nike products are present in the ads, they’re just not the prime focus. Think of the products as supporting roles, not main character energy. The products take the back seat to let the story or character shine.
Through these compelling narratives, rather than pushing products, Nike draws in its audience and engages in a unique way—through the story where the consumer is the focus, not the brand.
The “Just Do It” campaign shows emotional and physical resilience, drawing connections to the people in their ads with everyday consumers. These stories evoke strong emotions that are incredibly impactful and create a lasting impression. In turn, consumers are more likely to consider the brand when a need arises, because they already have strong feelings towards Nike from its ads.
So, what can Nike teach your brand about storytelling?
Trust and credibility are crucial. Build trust with your audience, and you’ll create lifelong brand advocates. To do so, you must first understand your audience and what drives them. What are their values and aspirations? What are they looking for from a brand like yours?
Creating compelling narratives can only happen if you know who you are creating them for and what makes them tick.
Need help telling your brand story? WCD can help.
Storytelling is one of the most powerful ways to draw in an audience, build trust, and foster lifelong brand advocates. Getting there is half the battle, and it all starts with a strong brand and marketing strategy.
Not sure where to start with your own brand story? The team at Web Content Development is here to help. We’re experts in the creation and execution of brand stories that sell. Contact us today to get started.
