Reference no: EM133401190
My nephew is a long-distance runner averaging 4:10 minute miles. He is one of the fastest runners in the country, and has competed in the track and field high school national championships. His speed has drawn attention to him; he has over a half a million followers on social media, including YouTube, who tune into his platforms for tips on running. On his YouTube, he has interviewed physicians and college professors to bring running advice to high schoolers, from real scientists. That particular video has had 300,000 views in under 60 days.
Keeping his body in shape to qualify for nationals is a 20-30 hour commitment, my nephew does not have time to work a traditional high school part-time job to afford running shoes and gear. He is looking for a corporate sponsor to endorse him, providing him with running gear, in exchange for endorsements on his YouTube videos.
I would recommend that Nike use the following four-part marketing campaign:
Video Week 1: Unboxing video, nephew unboxes a new pair of $500 Nike shoes (running shoes are expensive!), and interviews the Nike scientists who designed the shoes, to learn about the science behind the design
Video Week 2: Nephew creates content of his choice, but features an advertisement for Nike. Nike reviews and approves content prior to posting.
Video Week 3: After running with the shoes for two weeks, nephew checks in with Nike scientist to describe how the shoes have been impacting his run.
Week 4: Nike flies nephew to the Nike Victor Tour Race, where nephew is filmed by Nike's marketing team before and after the race. This film will be posted on my nephew's site, but will also be featured as a video short on the Nike website. I confirmed with my nephew, he would be willing to be filmed in exchange for a free flight/hotel to the race, and $2,000 in Nike Merchandise.
While the reach of this campaign is far less than a SuperBowl commercial, Using the influencer model, Nike will be able to reach hundreds of thousands of viewers (all runners who are highly likely to purchase Nike products), at almost no cost.