Introduction
Developing an advertising strategy for a large company like Nike is essential to organizational activity. A specific advertising strategy will be to release information about companies and their products through the social network Facebook. Thus, it will be possible to capture a wide area of customers who use the social network and lead a healthy or sports lifestyle (Wang & Chan-Olmsted, 2020). The decision about the information to be covered was made in the context of the specific platform on which advertising will take place and the characteristics of Nike. Properly planning a Nike ad requires researching the various aspects of creation, communication, and feedback.
Main Findings
Keywords
During the period before starting to develop an advertising campaign for Nike on Facebook, it is crucial to devote enough time to collecting keywords. This is necessary to identify the main goals in promoting Nike products and the target audience for which each product will be offered (Katsikeas et al., 2020). In this way, keyword matching can work so that the products that the company promotes are found only by people who may be interested in them. Thus, this study will help optimize the company’s targeting and set it up for the best.
Creating an Advertisement
Creating an advertisement that will be shown to people is the second mandatory item in the campaign to promote Nike products. With the help of pre-selected keywords, the ad’s primary meanings can be customized to attract people to Nike. At the same time, it will be adequate to combine several advertising formats, such as short videos, graphic materials, collage ads, and Facebook stories (Elliott et al., 2022). Thus, achieving diversity and reaching as many target audiences as possible will be possible.
In addition, each advertisement must match Nike’s style so that it can be easily recognized. At the same time, the advertisements must contain confidently articulated calls-to-action (CTAs) (Rogers et al., 2019). Thus, customers will be more motivated to buy a Nike product.
The Conversion Rate
After posting an ad on Facebook, tracking user activity about the post is essential. For this, a conversion rate is used, which determines, for example, how many people from those who viewed the ad clicked on the link to the company’s website (Liu-Thompkins, 2019). Thus, it is possible to calculate how to correct the chosen strategy to promote the product and whether it corresponds to the target audience (Choi et al., 2020). Nike must implement conversion tracking pixels to monitor conversions and adjust advertising if necessary.
The Amplification Rate
The amplification rate is an essential metric in advertising as it measures how strongly people interact with ads. This, in turn, may be evidence of their interest in what is being advertised (Li et al., 2021; Ali et al., 2021). Various interactions, such as likes, reposts, or comments, increase this parameter and create additional excitement around the announcement. Thus, advertising will be amplified because Facebook users share it.
The Applause Rate
The applause rate, as the name implies, will allow the company to measure the level of positive attitude towards the placed advertisement. It can be measured by the ratio of likes to comments that speak favorably of a product (Harding et al., 2019). The main goal for Nike should be to create content that will show high applause rates, as this will mean that people are more likely to come for the product. Thus, this indicator is one of the main ones in the campaign to promote the organization’s goods. Monitoring and analyzing applause rates can better show how well a company has resonated with its target audience. Accordingly, future improvements can be made to achieve more positive results.
The Reach Rate
Reach refers to indicators that highlight an advertisement’s overall interest and effectiveness. The reach rate needs to be constantly increased as it refers to the number of people who saw a Nike ad on Facebook (Lambrecht & Tucker, 2019). The higher the coverage, the more opportunities Nike has to promote their products. This may include different categories of people, both new customers and regular customers, who saw the ad (Bara et al., 2021). By targeting specific demographics, Nike can study the interests and behaviors of specific audiences to increase reach.
The Incremental Likes and Comments
An essential aspect of a Nike ad campaign is the incremental likes and comments that can create an ad’s popularity. Tracking these parameters can give a better idea of how homogeneous and close-knit the Nike ads were in the audience (Li et al., 2020). Interest from potential customers can reach quite significant levels, and in such cases, it can be helpful to promote products more actively. This happens because more interested people can start sharing posts and announcements, thus further passing advertising information.
Click-Through Rate (CTR) and Cost per Click (CPC)
Click-through rate (CTR) and Cost per Click (CPC) measure users’ value categories. This is determined by how many people who viewed the ad clicked on the ad and followed the links to better familiarize themselves with the product (Wang et al., 2020). The price of each click is determined by the payback of advertising, based on how people buy the product in the ad. To excel in these categories, Nike needs to optimize its targeting to focus precisely on the target audience.
Testing
One of the most critical parts of placing advertisements on any site is testing, which can reveal potential flaws in advertisements. One of the critical tools in this area for Nike can be A / B tests, which will show more clearly the effectiveness of each specific element of advertising (Lina & Ahluwalia, 2021). If shortcomings are identified, the company may not completely change the entire advertisement, but only carry out partial manipulations that allow editing of ineffective elements.
The Launch of the Campaign
The campaign’s launch is the final stage, carried out after all preparatory organizational work has been completed. In addition, various tools must also be prepared to start an effective advertising strategy. At this stage, Nike must set specific goals and objectives, such as increased coverage and targeting the target audience—people passionate about sports and a healthy lifestyle (Desai & Vidyapeeth, 2019). Thus, considering all the preparations made in the previous stages, the campaign’s launch should be as successful as possible.
Monitor Performance
Once a campaign is launched, one of the critical goals should be to monitor the ad’s performance and how popular it is with people. This is an essential aspect to ensure that all the goals set will be achieved within the campaign’s time frame. This activity must be constantly regulated, and based on monitoring, Nike can evaluate and analyze the campaign’s progress. CTR and CPC will be used. The report on the effectiveness of advertising is a necessary analytical aspect to get an idea of the correctness of the actions taken.
Campaign Assessment, Analysis, and Feedback
After or during the campaign, it is also important to assess and analyze it and collect customer feedback. This will help determine what customers remember, like how much they were interested in the information and products presented to them. In this way, Nike can get an idea of whether the advertising campaign was quite effective or failed. In addition, feedback regarding advertising can provide valuable information about the organization’s customers, who may be its regular customers and target audience.
Analysis and Conclusions
Key elements such as keyword identification, ad creation, strategy testing, performance monitoring, and final evaluation drive the success of Nike’s Facebook ads. Advertising creation is the longest process, which takes two weeks. Searching for keywords can be relatively short, provided the company has identified a key audience for advertising in advance. Testing will last for a week and a half immediately after the launch of the product advertising program.
Nike’s advertising plan on the Facebook social network should cover one month to carry out all stages of the developed strategy. A priority for Nike is to identify its key customers who are interested in buying its products. The effectiveness of advertising can be measured during monitoring and must be carefully analyzed to determine the value of views.
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