Nike's Native Ad Campaign with Colin Kaepernick
In September 2018, Nike launched a controversial yet highly impactful native ad campaign featuring Colin Kaepernick with the slogan “Believe in something even if it means sacrificing everything,” which sparked public protests but ultimately boosted Nike’s online sales by 31%, garnered 26.7 million YouTube views, increased social media engagement, and exemplified the benefits and challenges of long-term native advertising campaigns.
In September 2018, Nike launched its 30th “Just Do It” native campaign featuring Colin Kaepernick, the former NFL quarterback known for protesting racial injustice by kneeling during the national anthem. The campaign, created by Wieden + Kennedy, ran across four TV networks for five days from September 13th to September 17th, 2018. It sparked significant controversy, particularly among some conservatives, leading to public protests such as customers burning their Nike shoes in response.
Despite the backlash, Nike’s campaign also received praise from creative leaders in the advertising industry and was supported by additional media buys:
- Two full-page ads in the Chicago Tribune and The New York Times, using the slogan, “Believe in something even if it means sacrificing everything.”
- Promotion across nine different Snapchat channels from September 7th to September 27th, 2018.
- Out-of-home advertising, including a prominent billboard near Pennsylvania Station in New York City.
According to Edison Trends, Nike experienced an initial dip in sales, but online sales surged 31% after the campaign’s announcement. The native ad received 26.7 million views on YouTube, and Nike’s social media engagement increased, with higher activity and follower growth on Facebook, Instagram, and Twitter.
What Makes a Successful Native Campaign?
The average renewal rate for native ad campaigns running less than six months is 33%. However, top news outlets like The Wall Street Journal and Financial Times see renewal rates of 72%, largely due to longer campaign durations. MediaRadar CEO Todd Krizelman notes that longer campaigns allow publishers more time to adjust creative strategies and better meet client needs. Nike’s ongoing campaign aligns with this approach, increasing its chances for higher renewal rates.
Challenges with Native Advertising
Native advertising can be costly, with six-month campaigns on top-tier publications costing up to $450,000 ($75,000 per month). Despite high costs and a recent stagnation in the number of native advertisers, native advertising remains effective, offering a higher return on investment than industry norms.
Benefits of Native Advertising
- Two out of three GenZ, Millennials, and GenX consumers trust branded content more than traditional ads and engage with it more if they find it interesting.
- A Reuters survey found that 75% of consumers will engage with content that piques their interest.
- Native display ads have an 8.8 times higher click-through rate than typical display ads.
- One-third of Millennials report making purchases as a result of sponsored posts.
Conclusion
Nike’s campaign demonstrated how controversy can drive success and how native advertising can deliver significant benefits. Advertisers are encouraged to seek unique native ad opportunities to stand out from the competition.
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