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The Art of Getting Fans to Market for You
A deep dive into Nike's revolutionary marketing strategy & how modern marketers can approach creating shared experiences for fans through social media
Dominyck Bullard
March 13, 2024
The marketing strategies and trends shaping sports - Powered by Athletiverse
Original Nike ad turned collector poster
Friends,
Confronting budget constraints is a perennial challenge in marketing. Yet, there exists a compelling narrative from nearly half a century ago about a brand that elegantly navigated this limitation.
In this issue, we dive into a strategic maneuver that enabled Nike to leverage its fan base as a potent marketing force, at no cost.
Fast forward to the present, this approach finds its modern counterpart in social media, introducing a nuanced dynamic where fans can inadvertently become brand ambassadors, sometimes even at their own expense.
Let’s dive in.
You can expect to learn in today’s newsletter:
🧠 How Nike convinced us all to freely advertise for them
🗣️ How to get fans to pay you for marketing your brand
🖼️ What the art industry can teach us about marketing in 2024