thebabyperks

Hello everyone, you may have noticed my content between blog posts is a little different-- that's because I'm in COMM 413 Campaigns this semester and I'm using my blog to reflect on concepts we've talked about in class. If you want to read them you can search my blog using the #ducomm413. I'll still be trying to post new, original content as often as possible but if you get email notifications to my blog I wanted to explain my posts. 

When engaging in social listening organizations learn so much about their audience. Words are powerful-- what consumers say but also within the advertisements companies create. This couldn't be illustrated better than with Nike's "Dream Crazy" ad.

Colin Kaepernick continued his controversial career through his feature in Nike's advertisement. Originally, I thought his ad was a singular print ad but I later found out it was a part of a promotional video with many more athletes.
Kaepernick's "Believe in something. Even if it means sacrificing everything" blew up on social media leading people to burn and destroy their Nike apparel. Through social listening companies can observe consumers' feedback to further develop campaigns.  Nike knew to capitalize on the controversy already around Kaepernick and ultimately it worked. Even if you are mad or upset that he's featured their advertisement worked because people are talking about it.

Nike was prepared for the backlash before the company released this advertisement because of social monitoring. The company most likely studied top influencers and trends amongst their target audience. By studying patterns in interests or conversations Nike was better able to create an advertisement through data and analytics.

Through social listening Nike has been able to observe the comments and feedback about the ad (and there's been a lot). From the comments they get in return the company can continue to create advertisements that generate conversations. Nike is a secure enough company in that they are able to take these risks.

Nike used an influencer to make a statement and it ignited a conversation about what to do when a brand you support use someone who is seen as a "political figure." Do you continue to support the company or do you cut the Nike symbol out of your socks?