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People who burn their Nikes do not buy a lot of shoes anyway, but those who support advertising are those who, according to Nike, will buy shoes for decades to come.
September
January 25, 2018
4 min read
Opinions expressed by Contractor the contributors are theirs.
On the occasion of the 30th anniversary of the famous Just Do It slogan, Nike published an advertisement featuring a black and white image of Colin Kaepernick with the text "Believe in Something". Even if it meant sacrificing everything. In minutes, social media responded. The announcement became viral.
The storm of social media was a mix of praise and criticism of Nike. Some applauded the company for taking a stand while others went to burn their Nike clothing to launch a #BoycottNike move.
An ad that encourages loyal customers (previously) to burn the company's products is rarely described as successful, but with Nike, few things are so simple. Nike had to know that hiring the face of the NFL's most controversial move would bring about an online maelstrom. So why take the risk? Why settle to lose a whole demographic?
Because this group has never imported you anyway.
Looking at the online conversations around Nike and their ad Kaepernick, we can see that Nike knew exactly what they were doing. Was it a calculated risk? Of course, but with the focus on "calculated".
Related: 5 of the most controversial ads in recent history
Will the real Nike audience get up?
Surveys show that young, liberal publics prefer companies to take a stand on important issues. Nike's core audience is disproportionate, young, and more liberal than the average, so the brand has good reason to believe that a bold political ad would have a positive impact on its core audience.
But this is only the beginning of the story. By examining the social media audience and Nike's conversation in general, we can go further than surveys to show how brilliant marketing is. Looking at the general conversation about Nike, Nike's main audience is young, with only 25% of people discussing Nike online at age 35 or older.
And when it comes to their main interests, the Nike audience is much more interested in young subjects like high school and snapchat.
The rest of Twitter is much more interested in science, technology and software development, topics less relevant, but common to older audiences.
By comparing positively and negatively the Nike audience to consumer groups about the Kaepernick campaign, we discover a fundamental element: people who spoke positively about advertising a lot more in line with the target audience of Nike.
The affinities of the public for those who positively discuss the campaign correspond perfectly to the same affinities of the general public of Nike. The interests of high school students and registrants confirming their youth and older subjects that do not interest them.
The age breakdown is slightly different from that of Nike's overall audience, but compared to those with a negative image (below), the positive group is much younger. The negative group, on the other hand, has very different interests from Nike's main audience.
Those who tweet about the ad have a strong affinity for the Republican Party and Donald Trump. The group has no interest in homework or studies. In the end, Nike does not care about the anger of this group because it is not the main customer of the brand.
The age breakdown of negative conversation is much older than positive conversation, with almost 60% being 35 or older.
Nike knew that a social justice advertisement would be favorable to a younger and more progressive clientele. They certainly knew that it was the public that they were selling the most. Market directly to them, and what do you get? A 30% increase in sales following the publication of the announcement.
In relation to the controversy, do brands have to move away from advertising on Facebook?
And that's not the only area where Nike has won. Not only have their sales soared, but their social volume has also worked well. During the last year, Nike has recorded nearly 20,000 50 times that the day the announcement was published. Nearly 1 million messages published that day are enough to justify the money they paid to Kaepernick.
Nike did everything right with this ad. They understood their audience and they created a masterful advertisement for them. They had been paying Kaepernick for a long time, waiting for the right time to use it, and they chose the perfect time.
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