In 2017, Nike, the iconic leader in the sports gear industry, demonstrated not only its dominance on the athletic field but also its mastery of the influencer marketing game. This strategic move contributed significantly to Nike’s impressive annual revenue of $34 billion.

The success story began with a YouTube channel called “What’s Inside?” This channel, run by a father-son duo, gained considerable traction by providing insightful reviews of everyday products. Their relatable and engaging content attracted a substantial viewership.

Recognizing the potential of this influencer pair, Nike decided to collaborate with them to promote their Air Vapormax series. Here’s how this partnership led to Nike’s massive success through influencer marketing

Influencer Marketing

Partnering with the Right Influencers: Nike’s first lesson in influencer marketing was to carefully select partners whose values and ideology aligned with the brand’s vision. The “What’s Inside?” duo had a broad and diverse audience, making them an ideal choice to reach Nike’s target market effectively.

Seamlessly Blending Brand Message: The key to success in influencer marketing often lies in the ability to seamlessly integrate the brand’s message into the influencer’s existing content. Nike achieved this by allowing the father-son duo to authentically incorporate the Air Vapormax into their videos. This organic integration ensured that Nike’s message didn’t come across as forced or intrusive.

Building Desire with Sneak Peeks and Unique Content: To pique the audience’s interest and build anticipation, Nike and the influencers provided sneak peeks of the Air Vapormax. This strategy generated excitement among viewers, making them eager to see the product in action. Unique and engaging content, such as unboxing and product exploration, kept the audience engaged and intrigued.

As a result of these strategic choices, the influencer team’s video showcasing the Nike Air Vapormax garnered a staggering 3.6 million views. This impressive engagement not only contributed to Nike’s $34 billion in revenue that year but also solidified the brand’s position as a master of influencer marketing.

In summary, Nike’s success in generating substantial revenue through influencer marketing can be attributed to its careful selection of aligned influencers, seamless integration of brand messaging, and the creation of desire through sneak peeks and unique content. This case study serves as a valuable lesson for businesses looking to harness the power of influencers to promote their products effectively.