Nike Uses Big Data To Win Attention And Make Personalized Advertisements.

Nike has developed a new application for wearable devices in the early two years. Recently, Nike has customized personal animation advertisements for the top 100 thousand Nike+ members in North America by relying on user movement data collected by these wearable devices.

The brand for North America is over the years. Advertisement The theme is "Outdo You". The entire advertising plan has produced three versions of advertising Videos: "people vary", "adjust measures to local conditions" and "North American general".

Each of the top 100 thousand most active members will have completely different videos because of their different cities, weather and sports events. The video will also summarize users' Nike Nike (energy Fule), Nike Training Club (NTC) sports time, running distance and other 2014 individuals throughout the year. Motion data Information. Nike said that they hope to encourage the most active Nike+ users through personalized videos and make persistent efforts to continue to break through in 2015.

On the other hand, Nike It is also hoped that through this plan, users who are not very fond of moving will be encouraged to join the movement. In order to match the webpage specially designed for this plan, Nike has set up a very provocative piece which says, "think you've moved enough in 2014? Let's see if you have your own personalized video." Users can log in their Nike+ accounts to confirm whether they have entered the top 100 thousand and have the qualification to customize video. If not, maybe the mood of being abandoned will be transformed into motive power in an instant.

In addition to targeting people's short films, Nike also released animated videos targeting four major cities in New York, Chicago, Losangeles and Toronto and the entire North American region. All these videos take a female runner as the leading role, and take her running performance in the whole region for a year. Accompanied by inflammatory music, and "beat 2014", "challenge 2015" and other slogans, the whole video is a bowl of thick "inspirational chicken soup", let people want to run after watching.

On the basis of the general version of North America, for the 4 cities in New York, Chicago, Losangeles and Toronto, the urban landmarks and local customs will also be planted, so that local customers will have more emotional connections with the advertisement. In line with the regional version of advertising, Nike also added links to the 4 Nike activities pages on the web page to attract more people's attention and participation in Nike's urban activities, including the city marathon, Nike training club, etc.

The "beyond you" advertising series is actually a practice of Nike women's marketing strategy. Obviously, Nike understands that female consumers are more likely to accept "chicken soup" and are willing to establish emotional exchanges with brands. Therefore, the protagonists in regional and general advertising videos are women.