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Nike’s Colin Kaepernick Campaign: Secrets of Mobilisation Marketing

September 10, 2018
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Nike’s Colin Kaepernick Campaign: Secrets of Mobilisation Marketing

Nike’s Colin Kaepernick campaign, “Believe in something. Even if it means sacrificing everything. Just do it.”, has generated a lot of debate. Their stocks faced sell-off, the company lost 3.2% of its $130 Billion market value in a day, and was fiercely criticised by President Donald Trump. 

Yet, it was clearly a deliberate decision for Nike – after all, they surveyed roughly 2,000 viewers who “dial-tested” the video. So, what lessons can we draw for our own Mobilisation Marketing plans?

Get 2.5% shoppers on your side

The CMO Council & Catalina Marketing did a year-long study of more than 1,300 brands and 54 million shoppers, it showed-up something surprising. Only 2.5% of consumers account for 80% of sales for the average package-goods brand.

It extends to geostrategy as well. As Nike chief executive Mark Parker told investors last year, it was looking to just 12 global cities to drive 80% of its growth.

The question is, which brand could mobilise this very focused base effectively – Adidas, Under Armour or Nike?

The enclosed analysis by Morning Consult shows that the Nike commercial should help curry favor for the sportswear giant with younger consumers—Gen Z and Millennials, even as appearance of Kaepernick in the commercial clearly alienates the Baby Boomers and Gen X.

Network of Influenced

Ironically, it is President Donald Trump who first exhibited power of the Network of Influenced. He stake out a position that infuriated one side but excited the other, who stood by his side despite the barrage of criticism against him.

The bigger risk for a brand like Nike is becoming the mainstream brand. Becoming a brand that doesn’t stand for anything and no one stands up for it.

Source: Mediavataar

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