[Case Study] Nike: Evaluating Effectiveness of Video Ads

Disclaimer: This Emotion Ai Study has been performed as an Internal Case Study on publicly available material, websites, content, etc. that are open to public use or are present on public platforms to showcase the Company’s emotion ai technology. This study has been performed by internal respondents or company employees with explicit consent taken and in no way, shape or form reflects the preferences of actual customers and is meant for illustrative purposes only. For any further information or clarifications, please write to sales@thelightbulb.ai

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About Nike

Nike is a well-known multinational corporation specialising in designing and marketing athletic footwear, apparel, and accessories. It is headquartered in the heart of the Portland metropolitan area, close to Beaverton, Oregon, USA. The brand takes its name from the Greek goddess of victory, Nike (Νίκη), and its famous trademarks include the inspiring slogan “Just Do It” and the iconic Swoosh logo, which symbolises the goddess’s wing.

As one of the largest providers of sports shoes and apparel globally, Nike has established a strong presence in the industry. With an astronomical revenue of over $46 billion in the fiscal year 2022, Nike remains at the forefront of the athletic industry.

Case Study Objective

Our objective was to research the emotional impact and attention-grabbing ability of Nike’s ads on the target audience. We achieved this by:

• Assessing the audiences’ emotional response towards each ad using facial coding tools that measure happiness, surprise, anger, fear, and disgust.
• Testing the attention-grabbing ability of each ad using eye-tracking technology to identify which parts of the ad attract the most attention from the audience.
• Measuring the impact of each ad on the audience’s perception of the Nike brand, including the Nike logo and tagline.

Our research offered valuable insights into the effectiveness of Nike’s ads, enabling the brand to make informed decisions and enhance its advertising strategies to better resonate with its target audience.

Approach

To get a sense of the emotional impact and attention-grabbing ability of Nike’s ads, we used advanced AI technologies like Facial Coding, Eye-tracking and Sentiment Analysis to collect data for evaluation from participating respondents.

Here’s how we did it:

• Screening– To ensure that the needs of the client were met, the respondents were asked a series of questions.
• Tasking– The respondents were given a common link to visit the stimuli (webpages, videos, pictures, etc.) to record their responses.
• Response– The respondents’ facial expressions, eye movements, and voices were captured by recording their webcams and microphones.
• Surveying– Respondents were asked detailed questions related to their experience using rating scales, MCQs and/or open-ended questions.

Next, we dug deep into the data using advanced AI techniques, like:

• Facial coding– Measuring the respondent’s emotions while browsing a website which can influence their behaviour & interactions with the website.
• Session Recordings– Recording & analysing user browsing patterns to understand how each user behaved on the site.
• Heatmaps: Viewing colour-coded representations of popular areas to identify areas where users are spending the most time and highlighting elements that need improvement.

We have prepared a detailed breakdown of 3 ads by Nike, which covers the results obtained from facial coding, session recordings, heat maps and survey questions. This breakdown gives you a detailed overview of what can be improved in each ad to improve the results they drive for the brand.

Ads Chosen for Research

Video 1: Just Do It Campaign

Video 2: Bo Knows Campaign

Video 3: Never Settle, Never Done Campaign

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