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We all read about Nike using athlete turned social activist Colin Kaepernick in his "Believe in Something" advertising campaign. Even if it means sacrificing everything.
Two weeks after the announcement, we all know its success. Online sales were up 31% over the four-day period that followed. Media coverage was estimated at $ 163 million. While the stock fell 2.7% the next day, he quickly recovered and now stands at around $ 84, a historic record for Nike.
So the question is: Should you, dear buyer, consider a similar effort for your brand?
If you believe in surveys, the answer is yes. A study found that 86% of consumers think businesses should take a stand for social issues, and 64% of those consumers are very likely to buy from a company that commits, according to the Shelton Group. Other studies confirm these results.
I suggest you think twice before doing what Nike did. Here's why:
First of all, you are not Nike. Nike is a very special type of brand. At the heart of its identity is a very powerful, irreverent, authentic and inspiring belief system. Nike is synonymous with authentic sports performance. The brand venerates athletes and makes perception bigger than life. A brand like Nike with such brand identity has permission with consumers to speak out for social issues.
Kaepernick's advertising also matches Nike's past efforts. Do you remember the announcement of the vomiting runner during the Atlanta Olympics? It said, "If you can not stand the heat, get out of Atlanta." "Do you know the four-letter word that John McEnroe, the great tennis player, wrote in the blink of an eye?"
Nike is also a very powerful company. It is by far the largest brand in the world and occupies a dominant position in the United States. It draws on American culture and connects to consumers. Unless you share the strengths of your brand and your brand advocates activism, I would think of following in the footsteps of Nike.
Secondly, opportunities such as Kaepernick advertising do not come often. One of the aspects is the clarity of the question. The results of a series of polls show that 41% of them are opposed to the company's choice of Kaepernick, while 37% are in favor of this decision. The others were uncertain.
Because of this polarization of opinions, the impact on social media is particularly important. It generates a conversation among the general public about the fact that many other opportunities are not created
Nike benefits more from the fact that young consumers, its target market, support Nike and Kaepernick on this subject. Sixty-seven percent of consumers under 34 years of age approve, according to a survey of Quinnipiac University. It's the consumer that Nike aims for. It does not matter if older consumers disapprove. They are not the market.
In addition, although Kaepernick may not be popular with everyone, he remains a very strong athlete. The San Francisco 49er jersey from Kaepernick has remained among the top 50 sellers in the last two years.
In short, this opportunity is a gift for Nike, and unless you have one in front of you, I would think twice.
Third, it's hard to run like Nike. There are few brands that advertise as well as Nike. Their work began with the original personality posters – do you remember: the lonely runner and the empty road with the slogan: "There is no finish line" – at this last campaign, Nike and its longstanding advertising agency constantly at very high quality.
It's hard to start a conversation through media advertising these days. It's also expensive and to have the advantage as Nike of this campaign, you must have a lot of luck.
Fourth, your product is not about self-expression. The self-expressive benefits are those that tell others who you are. You are what you wear. Nike sells shoes and clothes and these products make a statement to others.
Nike being in this category, she is better able to take advantage of social problems to sell shoes. It is much more difficult if you are a buyer at Campbell's Soup or Colgate-Palmolive.
That's why I suggest thinking twice before raising a social problem as part of our marketing or branding efforts.
Erich Joachimsthaler is managing director and founder of Vivaldi.
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