An online and offline consumer campaign is created by combining physical and digital components. According to Leppäniemi and Karjaluoto (2008), businesses can "get better value for their marketing investments" by utilising social media. The usage of billboards and the items Kaepernick later released in partnership with Nike encourages physical engagement, which is necessary for product purchases (Zhang, 2022, p.166).
Most of Nike’s audience found out about the campaign by Kaepernick sharing the campaign poster on social media using the #JustDoIt, which soon went viral after he was announced as the face of their 30th anniversary campaign. A short film was later released featuring Kaepernick as the narrator which was released the day before the NFL season was due to start, which sparked conversation online. Many people also took to Instagram to repost and also create their own version of the campaign showing their support for Kaepernick and Nike.
“Instagram [is] the top and emerging social media platform” (Mou, 2020, p.6), which is why Nike is able to reach such a global audience. Nike’s continued to post teasers for the plans they had with Kaepernick by implementing the use of social media platforms to build up to the launch of the short-film and collaborations. This soft-launch engagement as consumers were able to interact with the percevied “exclusive” content before the campaign officially dropped (Thorbjørnsen, et al., 2015). The globalisation of social media has increased campaign accessibility to a wider audience. Internationality of Instagram has allowed for effective transnational flows (Ngwainmbi, 2019). This is a major strength as the collaboration commercially benefits from cross-culture and global interactions since global popularity of social media creates a space where a community can engage with the campaign.
Full potential of the campaign’s social media implementation is not utilised to the best of its ability. Nike’s platforms across YouTube, Instagram and Twitter are saturated by the same promotional video narrated by colin Kaepernick. The repetitive tone appears as though their implementation methods are an afterthought. The lack of engagement is due to a lack of excitement within the digital media that was implemented. The effects of repetition on memory are strengthened by embedded advertising and widespread exposures. The effects of repetition on retention and brand attitude deteriorate over time (Eisend and Schmidt, 2015).
(Nike, 2022; CBS News, 2022)
Through genuine connections in daily life, brands may generate authenticity. Gen Z customers are in desperate need of creativity in a world so reliant on technology. One of the key concepts spread throughout the campaign is uniqueness. Creating additional in-person opportunities for Nike customers to come together and further promote this message of equality could be a way to improve this. Due to the abundance of goods and the variety of purchasing options available today, businesses' efforts are now concentrated on using emotional marketing to draw in new customers, keep existing ones, and increase customer loyalty (He, et al, 2022). To create a message that is significant enough for everyone to see in this situation, Nike might organise protests all around the world. With the hashtag #JustDoIt connected to the installation, the configuration can be rendered "Instagramable," bringing in a digital element.
Account hijacking and data leaks are common during online campaign rollouts. Customers might develop a mistrust of Nike if their social media accounts were compromised. Technophobia, or the dread of technology, is widespread in less developed nations, and as this mistrust grows, fewer customers will participate in the campaign (Hopwood, 2019).
(Statista, 2022)
Although "Dream Crazy" promotes the campaign through social media sites, focusing only on digital implementation is a flaw. Technology-wise, campaign engagement has been lowered due to a lack of new content. Real-world consumer touchpoints are an opportunity because of the drawbacks of technophobia and cyberattacks that come with technology. To develop a more natural communication process, "Dream crazy" implementation needs to take an omnichannel strategy.
Global awareness is necessary not just for successful implementation, but for creating a message that is authentic with the objective to communicate and create genuine audience relationships. To take one step closer to inclusivity and equality of all.
Global awareness is required to craft an authentic message with the intention of communicating with and forging real connections with the audience, in addition to being vital for successful implementation. Nike is just one step away from achieving equality and inclusivity for all.
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References
1. Eased, M, Schmidt, S. (2015) 'Advertising Repetition: A Meta-Analysis on Effective frequency in Advertising', Journal of Advertising, 44(4), pp. 415-428. Available at: https://dx.doi.org/10.1080/00913367.2015.1018460
2. He, X, Zhu; L, Initial; Sun, L; Yang,L (2022) 'The influence of brand marketing on sunsumers' emotion in mobile and social media environment', Front Psychol, vol 13. Available at: https://doi.org/10.3389/fpsyg.2022.962224
3. Leppäniemi, M. & Karjaluoto, H. (2008) 'MOBILE MARKETING: FROM MARKETING STRATEGY TO MOBILE MARKETING CAMPAIGN IMPLEMENTATION', International Journal of Mobile Marketing, 3(1), pp. 50-61.
4. Ngwainmbi, E. (2019) Social Media Use Among the Youth and Working Class: Conditions for Remediating Globalization and Cultural Space. Cham: Palgrave Macmillan.
5. Thorbjørnsen, H., Ketelaar, P., van 't Riet, J. & Dahlen, M. (2015) 'How Do Teaser Advertisements Boost Word of Mouth about New Products? For Consumers', the Future Is More Exciting Than the Present. Journal of Advertising Research. , Volume 55.
6. Zhang, J. Z. C. C.-W. &. N. S. A. (2022) 'How Physical Stores Enhance Customer Value: The Importance of Product Inspection Depth', Journal of Marketing, 86(2), pp. 166-185.
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