Case Study 1: Nike “Just Do It” Campaign

STP Analysis:

  1. Segmentation:
  • Demographic: Men and women aged 15-40, athletes and fitness enthusiasts.
  • Psychographic: Individuals motivated by achievement, self-improvement, and inspiration.
  • Behavioral: Regular sports participants, brand-conscious consumers.

2. Targeting:
Nike targeted active individuals and aspiring athletes who resonate with motivational messaging and value high-performance sportswear.

3. Positioning:
Nike positioned itself as a brand that empowers everyone to push their limits, using the iconic “Just Do It” slogan to inspire action and perseverance.

TOFU-MOFU-BOFU Funnel

  • TOFU (Awareness):
  • Content: Inspirational video ads featuring athletes overcoming adversity.
  • Channels: TV, YouTube, Instagram, Twitter.
  • Tactics: Viral storytelling, influencer partnerships, hashtag campaigns (#JustDoIt).
  • Result: Massive global reach and brand recall.
  • MOFU (Consideration):
  • Content: Behind-the-scenes athlete stories, training tips, interactive challenges.
  • Channels: Nike app, website, social media.
  • Tactics: Community engagement, user-generated content, email newsletters.
  • Result: Increased engagement and emotional connection with the brand.
  • BOFU (Conversion):
  • Content: Product showcases, limited-edition launches, customer testimonials.
  • Channels: E-commerce site, retargeting ads, email offers.
  • Tactics: Personalized recommendations, exclusive discounts, “Shop Now” CTAs.
  • Result: Significant sales growth and increased customer loyalty.

Case Study 2: Coca-Cola “Share a Coke” Campaign

STP Analysis:

  1. Segmentation:
  • Demographic: Teens and young adults, families, urban dwellers.
  • Psychographic: Socially active, value personalization and sharing experiences.
  • Behavioral: Frequent soft drink consumers, brand loyalists.

2.  Targeting:
Coca-Cola targeted young consumers who enjoy sharing moments and connecting with friends and family.

3. Positioning:
Coca-Cola positioned itself as a brand that brings people together, making every moment special with personalized bottles.

TOFU-MOFU-BOFU Funnel

  • TOFU (Awareness):
  • Content: TV and digital ads featuring personalized bottles, social media teasers.
  • Channels: TV, YouTube, Instagram, Facebook.
  • Tactics: Viral challenges, influencer shoutouts, hashtag campaigns (#ShareACoke).
  • Result: Widespread buzz and social sharing.
  • MOFU (Consideration):
  • Content: User-generated photos, stories of sharing, interactive bottle finder tools.
  • Channels: Website, social media, in-store displays.
  • Tactics: Photo contests, community engagement, email updates.
  • Result: High engagement and emotional connection.
  • BOFU (Conversion):
  • Content: In-store promotions, custom bottle kiosks, limited-time offers.
  • Channels: Retail stores, e-commerce, email campaigns.
  • Tactics: “Find your name” activations, exclusive discounts, “Buy Now” CTAs.
  • Result: Increased sales and brand loyalty.

Case Study 3: Starbucks “Red Cup” Holiday Campaign

STP Analysis

  • Segmentation:
    • Demographic: Young adults, working professionals, students, families; ages 16–45.
    • Psychographic: Holiday enthusiasts, trend followers, social media users, people who value seasonal traditions.
    • Behavioral: Regular coffee drinkers, seasonal product seekers, brand loyalists.
  • Targeting:
    Starbucks targeted socially active individuals who enjoy celebrating the holiday season, sharing experiences online, and participating in seasonal trends.
  • Positioning:
    Starbucks positioned the Red Cup as a symbol of the holiday season, creating excitement and anticipation. The campaign emphasized togetherness, warmth, and festive spirit, making Starbucks a go-to destination for holiday moments.

TOFU-MOFU-BOFU Funnel

  • TOFU (Top of Funnel): Awareness
    • Content: Teaser videos, countdown posts, influencer unboxings, and festive imagery of the Red Cup.
    • Channels: Instagram, Twitter, Facebook, TikTok, in-store displays.
    • Tactics: Hashtag campaigns (#RedCup, #RedCupSeason), influencer partnerships, user-generated content challenges.
    • Result: Massive buzz and anticipation, with millions of social media impressions and trending hashtags.
  • MOFU (Middle of Funnel): Consideration
    • Content: Behind-the-scenes stories about cup design, customer testimonials, holiday drink menu highlights, interactive polls.
    • Channels: Starbucks app, email newsletters, blog, social media stories.
    • Tactics: Engaging polls (“Which holiday drink are you?”), app notifications, loyalty program teasers, community engagement posts.
    • Result: Increased app downloads, higher engagement rates, and more customers exploring the holiday menu.
  • BOFU (Bottom of Funnel): Conversion
    • Content: Limited-time offers, exclusive Red Cup giveaways, “Buy One Get One” deals, personalized holiday rewards.
    • Channels: Starbucks app, email, in-store promotions, push notifications.
    • Tactics: “Get a free Red Cup with your holiday drink,” loyalty points for holiday purchases, mobile order incentives.
    • Result: Record-breaking holiday sales, increased foot traffic, and a surge in loyalty program sign-ups.
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