As a regular contributor to Target Marketing, I thought I would use my last post of 2018 to take stock of the marketing posts I did through out the year. Being data-driven, I began by looking at the data to find the most-read posts.
Nike just did it. Other brands are doing it. And overall, social media just got a bit more political, as brands take stands. The "2018 Edelman Earned Brand" study was just released that shows nearly 65% of consumers around the world now buy on belief, or buy from brands that have similar beliefs as they do, about morals, values, social issues and politics.
With Colin Kaepernick being the face of #JustDoIt, Nike stock is at a record high. Unlike most corporations desperate to stay out of the highly partisan political environment, Nike went all-in. In response, President Trump tweeted “What was Nike thinking?”
We just marked the first NFL Sunday, but a former player was on many marketers’ minds. Nike’s #JustDoIt campaign put the leader of the player protests, former quarterback Colin Kaepernick, on every social media feed this week — because by having him be a face of the campaign, the shoe giant backed the protests. As a result, many customers dialed Nike’s call center. Here are the lessons from that.
Nike just did it. The shoe giant is trending on Twitter in a big way for its #JustDoIt campaign, but not just because @Nike retweeted Colin Kaepernick. It’s the content of that tweet and what it represents — Nike is taking a stand on protests against injustice that Kaepernick led while he was in the NFL. No longer employed by the NFL, Kaepernick is still the face of those protests — which may begin again as football resumes this week.