Campaign Analysis and Team Recommendations

In 2015, Lindsay Kolowich, the marketing specialist, published a list of the best marketing campaigns of all times. According to the author, they are Volkswagen, Miller Lite, Absolute Vodka, Nike, Marlboro, California Milk Processor Board, Dove, Apple, Clairol, De Beers, Old Spice, and Wendy’s. The companies made their products popular and demanded and turned their advertising campaigns into a marketing heritage of all times. The one feature that all these campaigns have in common is a catchy slogan which attracts the clients’ attention and is easy to memorize. All of the advertisements are also based on the unique idea and interesting plot.

One of the market leaders, Nike, invented a slogan which has been unchangeable for a dozen of years now. “Just do it” campaign was launched in 1980’s and increased the company’s revenues from $800 million in 1988 to $ 9.2 billion in 1998. It focused on people, who play sports at the amateur level and those engaged in professional sports. Nike’s advertisement campaign focused on adults, both men and women of different kind of employment income. The campaign reached its target audience through via various advertisement methods, including TV, magazines, in particular, sports publications, outdoor commercial, on-line advertising, and event sponsorship. Considering the brand’s popularity, superior quality and reliability, Nike adhered to rather high pricing policies, in comparison to other competitors. Successful brand managing allowed Nike to expand the market share and increase the sales worldwide.