CPG: Digital Marketing, Promotions, and Advertising Campaigns

Goals

To identify high-end CPG brands that are using celebrated, effective, and creative digital marketing, promotions, and advertising campaigns to drive e-commerce engagement and revenue in the U.S. markets since April 2020 up to date.

Early Findings

Nike

  • In the U.S., with Nike, a global shoe and athletic apparel company being forced to close its stores temporarily and with the closure of many retailers, the brand has been increasing consumer engagement through content marketing.
  • It's content offerings have also been supported through a marketing campaign that used athlete endorsers showing how they are staying in shape during the pandemic.
  • Nike has launched a "play inside" promotional marketing campaign that is connected to the Nike Training Club fitness app. The premium subscription is now free for all users.
  • Nike's digital sales rose during April because it is also offering huge discounts and free shipping for some of its products.
  • Between April 1 and April 24, Nike's shares gained 11.5%.
  • Nike said the usage of its fitness app has increased by more than 100% in the U.S. alone and this further promoted the brands showcased in the app, driving digital sales.
  • Nike's success and increase in e-commerce sales during the COVID-19 pandemic lockdown can be attributed to its digital marketing strategy that is connected to the NTC fitness app.

Proposed next steps:

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