Nikes Right Tone
Brands, identifiable business names referring to companies, are always on the lookout to ensure they are up to date with the current affairs happening globally. Most brands tend to quickly take their time to not only weigh but make their stand concerning emerging issues, good or bad. At a time when most companies were enjoying their best economic times, COVID-19 came knocking. The pandemic did put every business activity on hold. It presented a new normal — Indeed, unexpected reality. As many brands responded to the worrying outbreak with messages of “social distancing,” Nike was not left behind. As a giant in the apparel and sports equipment industry, Nike’s carved and well-measured responses did not hit my ears by surprise — Aren’t brands reacting in real-time to current events nowadays? Failure to do so is a fatal move.
In the quest to strike a balance, Nike has managed to create new campaign highlights. “You can’t stop us” is like a note to the pandemic. The campaign is geared towards inspiring people to continue playing sport. It highlights Nike’s purpose through the power of sport. This campaign is effective. Reminding people to “play inside, play for the world” inspires people’s dreams in sports more than ever. This move is particularly clever. It reflects emotional branding that reinforces the company’s core purpose of encouraging consumers even in such difficult circumstances.
Then came another shocker, death of George Floyd. On top of life in isolation, social distancing, and thousands of deaths, mass unrest in the streets become a new norm. This placed brands in a dilemma, to join the masses in the fight against racism, or support the cruel policemen. Again, Nike got wiser. Keeping quiet would still be a risky move. Nike launched a call to fair and right play on social justice issues. “Don’t turn your back on racism” did hit all the social media platforms. They took a bold stand that “for once, don’t do it.”
The long-term effects of the company’s move will always act in the company’s favor. This is because their campaign joins hands with millions of people globally. The people suffering from COVID-19 and those on streets crying for social justice are the same people who consume their products. As a result, Nike is winning the hearts of many during these trying times. It will always ring in the minds of many that Nike is opposed to hatred and inequality. Similarly, people cannot forget that during COVID-19, Nike cared about the lives of people. Collectively, in these unusual circumstances, Nike has sent a strong message to the millions of customers, “We are in this together.” This will attract numbers to the brand. Most importantly, the majority will become Nikes brand ambassadors. They will think “Nike” and preach well about the company.
To achieve this profound campaigns, the company has embraced social media to spread its emotional and supportive campaign. From Facebook to Twitter, YouTube, and Instagram, Nike has found convenience in digital marketing. Content marketing is truly the king. Nike then relies on data analytics to measure their campaign engagement and effectiveness.
