Nike's Social Media Communication Strategy Along the Brand Funnel Introduction to the Brand Funnel • Brand funnel stages: Awareness > Consideration > Purchase • Purpose: Guide audiences from discovery to action • Nike uses emotional, educational, and promotional tactics across all stages Methodology of Analysis • Analyzed Nike’s posts across Instagram, Twitter, YouTube • Categorized content by funnel stage: Awareness, Consideration, Purchase • Observed messaging, tone, visuals, storytelling, CTAs Awareness Stage – Purpose & Focus • Goal: Introduce brand, build recognition • Tactics: Storytelling, values, cultural relevance • No direct product promotion Awareness Stage – Examples • • ‘Until We All Win’ – LGBTQIA+ visibility during Pride Month • • ‘Dream Crazy’ – Colin Kaepernick: Emotional & controversial storytelling • • ‘Just Do It’ – Iconic motivational messaging with minimal product focus • • Cultural Moments – Celebrating Olympics/sports events to build brand presence Awareness Stage – Analysis • • Nike builds emotional connections with diverse audiences • • Enhances brand equity through alignment with values • • Strengthens recall using slogans and cultural timing Consideration Stage – Purpose & Focus • Goal: Help informed users evaluate Nike products • Tactics: Highlight benefits, educate, share user stories • Build credibility and community through transparency Consideration Stage – Examples • Behind - the - scenes tech: Air cushioning system • Product education: Differences in shoe models by running style • Athlete testimonials: Performance advantages • Collections: Air Max Day product highlights with lifestyle context Consideration Stage – Analysis • Educates audience on features and utility • Builds trust via real user/athlete experiences • Supports informed decision - making Purchase Stage – Purpose & Focus • Goal: Convert interest into sales • Tactics: CTAs, urgency, links to buy • Make purchasing seamless across platforms Purchase Stage – Examples • Shop Now posts with direct Instagram shopping • • New product drops with launch dates • Limited edition collabs (e.g., with celebrities) • Promotions: Time - sensitive offers like holiday sales Purchase Stage – Analysis • Drives urgency and FOMO • Smooth purchase journey from post to checkout • Effective conversion tactics across platforms Conclusion Key Insights from Nike’s Strategy • Balanced approach across funnel stages • Consistent inspirational tone and brand voice • Platform specialization: Instagram for storytelling, website for sales • Campaigns adapted per funnel stage with clear transitions Recommendations for Other Brands • Balance awareness, education, and purchase - focused content • Invest in storytelling that connects emotionally • Use testimonials and product breakdowns • Ensure easy and urgent purchase paths