《Nike FY13 JDI SOM Social DNA》.pdfVIP

NIKE JDI FA13 SUMMER OF MOVEMENT SOCIAL DNA NIKE JDI FA13 SOM CONSUMER INSIGHTS Our audience are exposed to all kinds of advertising everyday. At the same time, they are also present on many different platforms or communities where they have their social profile identity logged in to facilitate their social life digitally. Social DNA is an innovation where customized dynamic ad units on selected platforms are created to allow our brand to connect with our TAs while filtering relevant public social information about them which will be integrated into the communication content. For example, their social profile name, picture, location, preference, etc. This will create a personable social engagement with our audience where brands can talk to them in context of what they like by understanding who they are, in real-time. For example: User has logged in to Sina weibo account and HOW DOES IT WORK? is surfing the Sina news homepage. Our Social DNA unit appears on the Sina news homepage. Within the ad unit, selected allowed fields from that user’s public social profile will