Communicating different brand messaging through omni-channel marketing provides opportunities to differentiate brand messaging and engage unique consumers. Modern marketers must be able to consider a number of different channels to connect with customers. Engaging with multidimensional audiences requires a comprehensive strategy.
As more avenues for communication are used, it becomes increasingly important for brands to have different strategies for each touch points. Statistics show that the customer journey tends to start on mobile devices. Based on recent reports, 60% of social media engagement is done via mobile device or tablet. People engage with brands differently across platforms, the expectation being that the brand will provide new value and consistent messaging.
As one of the most identifiable brands in the world, Nike has recognized the importance of marketing across channels. On social media, the brand leverages proprietary pages as well as sponsored athletes pages, and has built a social media empire. One tactic to encourage brand loyalty is by associating with popular athletes through sponsorship.
Among some of the brand’s biggest assets are Nike’s high-profile, sponsored, athletes. NFL quarterback Drew Brees is among Nike’s finest, and brings huge value to brand awareness and product sales.
By exploring the data, it’s easy to understand why.
Taking a look at @Nike’s Twitter followers, we can see that the brand appeals to a younger audience and is fairly evenly split between genders.
On the other hand, of the 1.98 million followers of @DrewBrees, the majority of the audience is white, young, male and a bit older than Nike’s strongest market–demonstrating that Brees’ followers present an area for growth for the sporting brand.
Using demographic information and deep audience insights, Nike can pinpoint the unique individuals who follow Drew Brees but not Nike, and from that list of people, construct portraits and topic models to explore conversations and interests.
Based on the topic models drawn from the athlete’s followers, Drew Brees serves Nike as an effective proxy to promote the brand more effectively than the brand could do for itself. Brees has the unique power to jump in to the conversation as one of the guys, dropping words commonly used with his unique audience and addressing issues within the context of their unique conversations.
Structuring campaigns based on rich insights and specific interest classification is a valuable way to convert fans of athletes to loyal brand customers. Segmenting unique groups within a larger audience, understanding the unique topics of their conversations and then targeting those specific individuals enables brands to be more effective in their campaigns by encouraging athlete-loyal fans to become brand-loyal advocates.
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