By now, you’ve seen the recent Nike ad—and the multitude Special leads of derivative pieces that followed. And we all have our opinions on it. Now that the dust has settled, those that burned their Nike trainers are left with a rage-hangover and the realization that they now need to go out and fork out a hundred bucks for a new pair. Meanwhile, their heated opinions Special leads and social activity on the matter earned Nike more brand exposure than they ever could have hoped for and those that were calling the move “brand suicide” are rapidly pulling down their YouTube videos.
Sales are up, conversation on an important issue they believe in Special leads is rampant, and the impact they have made on their audience have turned millions of customers into emotionally loyal advocates. A Very Public Break-Up Did they know they would upset many people? Yes. Do they see those people that were upset as their target audience now and in the future? No. This was a very public break-up, and their true audience is far more in love than ever before. Now I don’t want Special leads to get into the politics of this one, not because I don’t want to (I really could), but Special leads because I want to talk about a couple of side issues.
While I do think it was a campaign that will be studied for years to come, I’m Special leads not writing to simply gush all over Nike. I can’t promise I won’t praise their prowess a little, but there are two topics I want to pull out of this: The changing relationships that led to this campaign The archetype that drove it 1) The Changing Relationships that Led to This Campaign 20 years ago, brands and Special leads consumers had a very different relationship than they do today. The communication was one-way broadcast,