Was the Kaepernick ad a good or poor decision by Nike? When we look at the advertising engagement metrics, we see a similar pattern. African Americans and Hispanics, who viewed the Nike ad, were significantly more inclined to show very high positive purchase intent, give Nike a much higher brand reputation score and talk favorably about the brand or ad with friends or colleagues. Recently, Nike’s CEO, Mark Parker, has spun the news by declaring that the Colin Kerpernick has resulted “in record engagement with the brand”. From the evidence, here, Millennial's, African-Americans and Hispanics were leading this via their positive and high levels of engagement with the Kaepernick adīy contrast, Caucasians showed an almost off-the-chart level of dislike for the Kaepernick ad. Given that there was a lot of racial overtones to the news about the NFL players' protest, it is very possible and, perhaps even likely, that some of the low ratings from Caucasian viewers had some racist motivations. The sentiments of those discussions, however, likely differed greatly with Millennial's showing very high “brand reputation” ratings towards Nike while each succeeding age group grew much more negative on this rating. This Nike ad was clearly one of the most polarizing ads that we have ever reviewed. This polarization is clearly seen by the exceedingly high “ad dislike” scores among the older age-generation segments all of this is a significant contrast to the Millennial viewers of this ad, who showed distinctively low levels of ad dislike. Other data shows that this ad generated much discussion and “buzz” across all age groups but, again, the Millennial's discussed it most. Our data clearly shows that this ad message was most effective among the Millennial segment and much less so for all other groups. The gap between Millennial's and all other groups is among the largest we have seen. Younger Millennial age viewers of the ad were found to have the highest overall ad message or copy effectiveness scores and overall ad ratings decline precipitously for each of the older age segments. This is shown on the chart below. Our data shows that age was a very large discriminator in terms of viewer favorability toward this ad. How the Nike Ad was Received across Age-Generation Groupsīelow is a chart which plots overall ad copy effectiveness, plus advertising engagement metrics, for this Nike ad across 4 primary age-generational groups: Millennial's (21-38), Gen X (39-50), Baby Boomers (51-69) and Seniors (70+) for the current year ending Sept. Now that this ad has had a little time to be viewed and debated, what essentially did Nike achieve from running this ad and what impact did it have on its viewers? Using Advertising Benchmark’s (aka, ABX) advertising copy testing data base, we now can get some insight into this ad’s impact and effectiveness. Nike’s recent release of its “Just Do It” TV ad campaign featuring Colin Kaepernick as its lead spokesperson, has been a lightning rod for discussion and controversy. Kaepernick, who led the NFL players “kneeling protest, with the National Anthem, has been labeled both a hero and a villain for his efforts. The major theme of the ad talked about personal motivations & dreams. In the end it challenged viewers to “believe in something-even if it means sacrificing everything”. Click below for the ad clip.
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