Nike has gained popularity for their famous and compelling commercials. In general, Nike follows a simple template of having their actors overcoming a relatable challenge. Nike takes something simple into an emotional piece, because they aim it at the right audience and they localize the content. This leads the audience to connect with the brand on a personal level, because it inspires them to take on their own challenge. As an example, Nike released a local commercial to reach Britain and London customers introduced as “Nothing Beats a Londoner”. Nike targeted the young adults within the London neighborhoods, and wanted to bring a sense of strength the community has despite their reputation.
Successfully this commercial personalized their message to bring pride and togetherness among London and Britain. Even though, the environment only displays one area in the U.K. this engages the audience within the area who can relate to their challenges. Some positive notes when watching the film was that they used real kids in their districts; each kid spoke on their challenges when training within the neighborhoods; the scripts used every day slang in the area; Nike avoided cliques like shooting around famous structures; and selected celebrities who were admired among the young generations of Londoners.
The Nike campaign obviously struck a chord as London searches for Nike products were up 93 per cent after the campaign was released, according to research by fashion search platform Lyst.
They also recorded a 72 per cent increase in Nike searches in Manchester and a 54 per cent increase across the UK as a whole.
https://www.bubblestranslation.com/nikes-nothing-beats-a-londoner-campaign-can-going-ultra-local-work-for-you/
Nike’s ability to localize their commercials and reach consumers in different regions is all thanks to their diverse market research team from different national offices. Employees participate their knowledge on the local language, which helps the company’s ability to create advertisements and products. The company’s ability to see the value of localizing content to relate to each region brings a like-ability to the brand across the globe. It displays their respect and careful thought when entering into a new country.
Reference:
https://www.getmarvia.com/blog/12-examples-of-brands-with-great-local-marketing-campaigns
https://hashtagpaid.com/banknotes/nikes-approach-to-marketing-then-and-now
https://locnapps14.medium.com/a-road-to-success-through-localisation-nike-case-study-d097748fe7dc