In the 1980s, there was constant competition in the consumer market between two American brands, Nike and Reebok. In 1987, the second company beat its business rival, earning a profit of 1.5 billion US dollars. The defeat prompted Nike to seek help from the advertising agency WIEDEN & KENNEDY. It was decided that the company needed its own, easy-to-remember slogan.
The laconic brand motto was invented by the head of the agency Dan Wieden a day before the advertising presentation, inspired by the words spoken by Gary Gilmore, a man who committed murder. When the criminal was sentenced to death, he said: "Let's Do It!" Just imagine: after some time, the man is going to die, but he does not cry, does not regret, does not repent. Instead, the condemned man says: "Let's do it!" The advertising specialist saw incredible power in this phrase.
The first advertising video physician database with the new slogan was created in 1988. The frame showed 80-year-old Walt Stack running across a bridge with his shirt off. The man was talking about his life and emotions while running. At the end of the video, the caption appeared on the entire screen: "Just do it". The result was not long in coming. Already in 1989, the company took the leading position, which it held for the next 10 years.
According to Forbes magazine, Nike was number one on the list of the 40 most expensive sports brands in 2019, valued at $36.8 billion. The equally famous Reebok was only number 10 at the same time, worth only $800 million.
How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153345
5 Examples of the Best Digital Marketing Campaigns in the 21st Century
Great digital marketing campaigns are based on the clever use of social media, well-thought-out sales tactics, and emotional visuals that can elicit the desired response from consumers. The interdependent combination of these elements allows a brand to penetrate the buyer's subconscious and make them feel happy about the opportunity to purchase a product. But sometimes the result can be a failure, as in the case of Pepsi's PR option involving K. Jenner.
First, let's look at examples of successful advertising campaigns using digital technologie