Nike: Dream Crazy

Nike’s “Dream Crazy” campaign, featuring Colin Kaepernick, wasn’t just an advert; it was a cultural phenomenon. Despite sparking intense controversy, it became a resounding success, demonstrating the power of aligning a brand with its audience’s values. This bold move not only boosted Nike’s stock price and online sales but also solidified its position as a brand that stands for something more than just athletic wear. How did this seemingly risky strategy pay off so spectacularly?

This video uses the AIDA (Attention, Interest, Desire, Action) and The Storytelling Approach video frameworks.

OBJECTIVES

• Boost brand awareness and recall: The advert aimed to solidify Nike’s position as a leading sports brand in the minds of consumers.
• Increase sales: Drive purchase intent and boost sales of Nike products.
• Target a specific demographic: Appeal to Nike’s core customer base, which included younger generations and those who identified with Kaepernick’s social activism.
• Generate social buzz and media coverage: Create a campaign that would spark conversation and garner significant media attention.
• Strengthen brand image and values: Position Nike as a brand that takes a stand on social issues and aligns with its audience’s values.

THE HOOK

• Opening Scene: The advert opens with a close-up shot of a young man’s face. He looks directly at the camera. This intimate approach instantly draws the viewer in, creating a sense of connection and anticipation for the message to come.
• Voiceover: Colin Kaepernick’s voiceover begins with the compelling line, “If people say your dreams are crazy…” This immediately challenges the viewer to consider their own aspirations and how they might be perceived by others. It sets the stage for a narrative that encourages challenging conventional thinking.

WHY IT WORKS

• Emotional resonance: The advert taps into powerful emotions such as hope, perseverance, and determination. The stories of athletes overcoming obstacles create a sense of inspiration and resonate with viewers on a personal level.
• Powerful storytelling: The advert features a series of vignettes that highlight the journeys of various athletes from diverse backgrounds. This storytelling approach captures attention and allows the audience to connect with the message on an emotional level.
• Celebrity endorsement: Kaepernick’s presence is central to the advert’s impact. Though controversial, his involvement brought immediate attention and amplified the message. His story of resilience resonated with the target audience and further enhanced the campaign’s credibility.
• Authenticity: The advert aligns with Nike’s history of supporting athletes who challenge the status quo. It feels authentic to the brand’s core values and reinforces its image as a company that empowers individuals.
• Visual appeal: The advert uses high-quality visuals, impactful editing, and dynamic music to create a captivating viewing experience. This visual storytelling complements the voiceover, keeping the audience engaged throughout.

TAKEAWAYS

• Don’t shy away from controversy: If handled carefully and authentically, taking a stand on social issues can resonate with an audience and elevate a brand’s image.
• The power of storytelling: Stories are a compelling way to connect with an audience and convey a message. The use of real-life examples and relatable narratives can enhance engagement and strengthen brand recall.
• Know your audience: Understanding the values and beliefs of your target audience is critical for crafting effective messaging. This advert succeeded because it aligned with Nike’s core customer base.

KEY ELEMENTS

• Introduction (hook): Close-up of a person looking at the camera and Kaepernick’s voiceover with “If people say your dreams are crazy…”
• Problem statement: People doubting your dreams and discouraging big aspirations. Societal expectations and limitations.
• Solution (product/service): Nike (implicitly) – represented as a brand that supports those who dream big and work hard. The advert encourages viewers to believe in themselves and pursue their goals.
• Benefits and features: Empowerment, motivation, achieving potential, overcoming obstacles, social justice, inclusivity.
• Call to action (CTA): “Ask if they’re crazy enough.” This implies that Nike products empower those with big dreams.