Page 32 - Journal of Strategic Marketing Magazine - April 2019
P. 32
MARKET RESEARCH
major advertiser, taking a somewhat
controversial stance on a social issue,
that seems to perform well in an
ad-testing vacuum, receiving a large
volume of polarised responses on
social media in the days after launch.
Nike’s ‘Dream Crazy’
Much of this summary falls in line
with the irestorm that surrounded
Nike’s ‘Dream Crazy’ spot, featuring
Colin Kaepernick. The social response
was similar to the early returns for
Gillette, with Nike seeing a big spike in
interaction - and far more of it negative
than positive. There were calls from
some for boycotts, just as Gillette was
facing.
Interestingly, ad testing of the Nike
video also shows similar positive results
to the ‘We Believe’ ad. The Nike ad is a
little stronger overall, driven by better
branding - it has a natural it with Nike
positioning, and better integration of
Nike equipment, sportswear, and brand
ambassadors.
Time, and the markets, have shown
this campaign to be a success for Nike,
The analysis shows that the ad has about two positive outcomes; a strong despite the early objections from some
done quite well to address themes that desire for the brand, and of course, a critics.
matter personally to consumers, and buzzworthy piece of content. So, should we expect the same
pull at the heart strings. This brings So here is an advert from a win for Gillette once the social media
p30 - Strategic Marketing
major advertiser, taking a somewhat
controversial stance on a social issue,
that seems to perform well in an
ad-testing vacuum, receiving a large
volume of polarised responses on
social media in the days after launch.
Nike’s ‘Dream Crazy’
Much of this summary falls in line
with the irestorm that surrounded
Nike’s ‘Dream Crazy’ spot, featuring
Colin Kaepernick. The social response
was similar to the early returns for
Gillette, with Nike seeing a big spike in
interaction - and far more of it negative
than positive. There were calls from
some for boycotts, just as Gillette was
facing.
Interestingly, ad testing of the Nike
video also shows similar positive results
to the ‘We Believe’ ad. The Nike ad is a
little stronger overall, driven by better
branding - it has a natural it with Nike
positioning, and better integration of
Nike equipment, sportswear, and brand
ambassadors.
Time, and the markets, have shown
this campaign to be a success for Nike,
The analysis shows that the ad has about two positive outcomes; a strong despite the early objections from some
done quite well to address themes that desire for the brand, and of course, a critics.
matter personally to consumers, and buzzworthy piece of content. So, should we expect the same
pull at the heart strings. This brings So here is an advert from a win for Gillette once the social media
p30 - Strategic Marketing
