Q

QuestionMarketing

The goal of IMC is to create a seamless and integrated experience for customers across all touchpoints, including advertising, public relations, social media, sales promotions, direct marketing, and sponsorships. An example of a brand that has effectively used IMC in its promotional efforts is Nike. Nike's IMC strategy is based on the "Just Do It" slogan, which has been consistently used across all marketing channels and messages for over 30 years. This slogan has become a cultural phenomenon and a symbol of motivation and empowerment, inspiring customers to take action and achieve their fitness goals. One specific example of Nike's IMC efforts is its "Find Your Greatness" campaign, which was launched in 2012 during the London Olympics. The campaign featured a series of ads that celebrated the achievements of everyday athletes, regardless of their age, size, or skill level. The ads were designed to inspire and motivate customers to pursue their own greatness, aligning with Nike's "Just Do It" slogan. The campaign included TV ads, online videos, social media posts, and outdoor billboards, all featuring the "Find Your Greatness" message. For example, one billboard in Kansas read "Find Your Greatness: 57% Humidity, 100% Awesome." Another billboard in London featured a young girl with the caption "Find Your Greatness: 13 -Year-Old, Future Champion." These messages were designed to resonate with Nike's target audience and inspire them to take action. Nike also used social media to amplify the "Find Your Greatness" message, encouraging customers to share their own stories of greatness using the hashtag #findyourgreatness. This created a sense of community and engagement around the campaign, further reinforcing Nike's brand message. Overall, Nike's "Find Your Greatness" campaign is a great example of how IMC can be used to create a consistent and coherent message across all marketing channels and touchpoints. By aligning all marketing efforts with its "Just Do It" slogan, Nike has created a powerful and iconic brand that resonates with customers around the world.