When it comes to online advertising in Korea, Naver Display Ads are a powerful tool that can drive significant growth for businesses. One notable success story is Nike Korea, which effectively leveraged Naver Display Ads with the help of Echomarketing Agency to boost awareness and engagement for its Nike Members Day event. This case study shows how Nike used Naver’s advertising solutions to amplify its brand visibility and increase customer interest.
Brand Overview: Nike
Nike, headquartered in Beaverton, Oregon, is a leading global brand in sportswear, fitness apparel, equipment, and accessories. Known for its innovative design and marketing, Nike continues to dominate in both the retail and online spaces.
In line with its goal to foster an active lifestyle, Nike has consistently aligned its campaigns with meaningful events, including its annual Members Day in South Korea.
Campaign Objective: Amplifying Awareness for Nike Members Day
The primary objective of Nike’s campaign was to maximize awareness and anticipation for its Members Day event, which takes place in two phases: Pre-heat and Launch.
For this campaign, Nike used Naver Display Ads to run a Triple Crown advertising strategy, aimed at increasing brand visibility and engagement leading up to the event’s launch.
On October 15, 2023, a key date marking the last day of the Pre-heat phase, Nike wanted to generate excitement and anticipation for the Members Day event. By using Naver, Nike effectively aligned this campaign with Korea’s National Sports Day, under the brand’s vision of “Make sport a daily habit.”
Naver Display Ads Solutions: The Triple Crown Strategy
Nike’s campaign leveraged Naver’s Triple Crown advertising solution, which consists of three high-impact ad formats: Special Logo, Headline Display Ads (DA), and Special Display Ads (DA). Each of these formats played a critical role in driving the success of the campaign.
- Special Logo: Nike utilized Naver’s Special Logo feature to display a custom-designed logo that matched its brand colors and National Sports Day theme. This logo, prominently displayed on Naver’s homepage, helped build anticipation for the upcoming event.
- Headline DA: In addition to the logo, Nike ran Headline Display Ads that highlighted the Members Day event. These ads prominently displayed the event dates, creating a sense of urgency and encouraging users to participate.
- Special DA: Nike also ran Special Display Ads that showcased its key campaign message and promotional offers. These ads targeted premium placements on Naver’s high-traffic pages, ensuring maximum visibility.
Creating a Seamless User Flow
Nike’s strategy focused on creating a seamless user flow from Naver to its own website. The Special Logo was clickable, leading users to a custom search result page that celebrated National Sports Day. At the top of this page, Nike displayed its Members Day event banner, which encouraged users to visit Nike’s event page on its website. This created a smooth and natural transition for users, driving them directly to Nike’s online store to explore products and promotions.
By using multiple ad formats and carefully planning their placement, Nike effectively built excitement, drove traffic to its website, and provided users with a consistent brand experience across the Naver platform.
Campaign Results: Record-Breaking Search Queries and Engagement
The Triple Crown strategy proved to be highly successful for Nike. Key metrics from the campaign include:
- 25% Increase in Search Queries: On October 15, Nike saw a 25% increase in search queries compared to the previous day. This resulted in the highest daily search volume for the brand in October. This indicates a significant boost in brand visibility and user interest.
- Highest CTR for the Year: The campaign achieved the highest Click-Through Rate (CTR) for a banner ad on the integrated search results page in 2023. This underscores the effectiveness of Naver’s Triple Crown format in driving user engagement.
- Halo Impact Across Media: The success of the campaign demonstrated the “Halo Effect” of display media on search performance. By combining search and display ads, Nike was able to create a full-funnel marketing approach that boosted both brand awareness and direct engagement.
Key Takeaways: Why Naver Display Ads Work for Large-Scale Campaigns
Nike’s campaign serves as an excellent example of how Naver Display Ads can be leveraged for large-scale branding and performance marketing. Here’s why the campaign worked so well:
- Strategic Timing: Aligning the campaign with National Sports Day helped Nike resonate with a broader audience, tying its event to a meaningful national celebration.
- Comprehensive Ad Solutions: The use of multiple ad formats, including Special Logo and Display Ads, ensured that Nike’s message was visible across different parts of the Naver ecosystem.
- Seamless User Experience: By creating a smooth user journey from Naver to Nike’s website, the brand was able to convert search interest into actual traffic and engagement on its online store.
- Data-Driven Insights: The campaign’s impressive CTR and search query increases highlight the importance of tracking and optimizing for both brand visibility and performance. Nike’s success shows that a well-rounded strategy incorporating both display and search can drive significant business results.
Conclusion: Naver Display Ads as a Key Tool for Branding and Performance
Nike’s use of Naver Display Ads illustrates how powerful the platform can be for large-scale marketing campaigns. By utilizing Naver’s unique ad formats and premium placements, Nike was able to drive a significant increase in brand awareness and engagement, particularly during a key promotional event.
For businesses looking to make a lasting impact in the Korean market, Naver Display Ads offer a powerful combination of reach, visibility, and performance. With customizable solutions that can fit a variety of marketing objectives, Naver is the go-to platform for brands aiming to amplify their presence and drive measurable results.
