Nike’s social media inclusion campaign is a way for the company to contribute to the development of a more accepting society that embraces diversity. As the company is one of the biggest brands in the clothing industry, has a massive following and brand loyalty, and is known worldwide, the social media campaign will receive a lot of public attention and will be able to make a real impact. Therefore, a PR campaign should be thoroughly planned and must have clear and measurable objectives to gain maximum effectiveness.
When setting objectives for a social media marketing campaign, it is important to remember the SMART principle. This means that the objectives should be specific, measurable, attainable, relevant, and timely (have specific deadlines for key milestones). Hence, a key objective of Nike’s inclusion social media marketing campaign would be to increase the engagement of the audience while maintaining high reach. Engagement is specifically important for the campaign, as the topic requires open discussion.
The engagement metrics can be measured by the number of interactions and reactions to the post divided by the overall number of followers or overall viewers of the post. The desired measure of this objective is 4-4.5% of the whole audience. According to the rivaliq.com resource, the average rate of viewers’ engagement on Twitter is 4% among all industries, and in the fashion industry, the average rate is 2% (Bridges, 2022). Hence, the engagement objective of Nike’s social media campaign matches the average numbers in the medium and is 2% higher than the average engagement in the fashion industry. This means that the content that is created for the campaign should be outstanding and evoke emotion while delivering an important message.
When developing a social media marketing campaign, another important aspect is the selection of the media that communicates the message. The topic of inclusion, diversity, and minorities is a complex one, and it requires a medium that translates a message in an engaging way. Hence, the emphasis should be made on media-based platforms such as Instagram and TikTok. Both platforms are the most popular content-based social media apps, which allow numerous creative strategies for content delivery.
In addition, both platforms have algorithms that allow them to achieve a significant reach with less effort. Instagram Reels and TikTok videos can be seen by people who are not followers of the account. As a result, the videos from the campaign can be seen by people who did not intend to watch the video initially as it gets recommended by the algorithm. Therefore, the key characteristic of the content should be the engagement orientation.
As the topic of diversity calls for change in people’s views, attitudes, and sometimes even behaviors, the videos in the campaign should be moving enough to make people want to leave a comment or interact with them. In addition, both TikTok and Instagram Reels promote video content that is more accessible and short. This is convenient for both creators and the audience that does not always have time and interest to invest in more complex and long videos. Therefore, Nike’s social media marketing campaign should have an objective of reaching engagement that is 2% higher than the average rate in the industry. In addition, by choosing TikTok and Instagram Reels, the topic can be supported because of the content’s accessibility and viral qualities.
Reference
Bridges, S. (2022). Key TikTok benchmarking takeaways. RivalIq. Web.