Nike'S "Social DNA" Social Marketing

This is an attempt to carry out precision marketing based on social network and massive data mining. Nike displays personalized advertising push for each user according to their browsing habits, which undoubtedly represents brand marketing A kind of future.

If advertising information is targeted at individual consumers, advertising will be more effective. As people become more and more accustomed to receiving messages from their friends through social networks, a new form of communication platform integrating social networking and personalization will make brand communication more efficient.

As China's first new media platform, Nike launched in January this year Social DNA Interactive advertising platform, which can synchronize with users' QQ, Renren and Weibo accounts in real time, to create personalized brand experience for users.

For example, through cooperation with Sina/QQ and video websites, the personal information of netizens on social platforms, such as names and avatars, will be combined with the creativity information of Nike to customize advertising messages, so that users can get one-on-one brand experience. At the same time, Sina/QQ will know when users log in to the client.

Take Sina as an example. Sina Sports Channel is linked with Weibo. When the Sina Sports page is being loaded, the advertisement will be dynamically changed, so that the public information of users can be combined with the advertisement itself, and users' preferences can be judged according to the content they usually browse, so as to provide users with more accurate advertisements.

According to consumer insight data, 30% of young people aged 15-23 never pay attention to online advertising. The most important thing for brands is not only to create eye-catching advertising, but also to cater to consumers' personalized needs and bring more personal attention to consumers. Social networks are the best platform to obtain users' personalized needs.

This is an attempt to carry out precision marketing through massive data mining based on the social network. Through the traces left by users on social networks, customized advertising for users, accurate access to target users through Sina Sports, a media platform, and personalized advertising push for each user according to user browsing habits, representing Nike's Digital advertising Future perspectives.

It is understood that the interactivity of social DNA advertising exceeds the industry standard by 300%. "We are very satisfied with this activity. This result oriented advertising activity not only uses real consumer insight data, but also combines very ingenious ideas." said Huang Ting, Nike's director of brand communication media.