![]() In a separate study of 1,000 UK consumers conducted by Toluna for Marketing Week, while fewer respondents have heard about the campaign it has had a more positive impact on those who have. There is a similar split for whether it impacted their likelihood to buy Nike products, with 28% saying they would buy more, 26% that they would buy less and 46% saying it would not affect their propensity to purchase. When asked whether they had heard mostly positive or negative comments about the ad, 31% say they’ve heard “mostly” or “overwhelmingly” positive comments, compared to 45% who have heard “mostly” or “overwhelmingly” negative responses.Īnd in response to a question on whether the campaign had made them think differently about Nike, 33% say they now view the brand more favourably and 30% less favourable, while 37% says it’s had no impact. In a survey of 1,000 US consumers commissioned by Marketing Week and conducted by Toluna, overall people are split on the impact of the campaign. “YouGov’s BrandIndex data underlines the immediate impact that the campaign has had, with Nike generating attention that very few brands are able to match,” says Amelia Brophy, head of brands at YouGov. Its Word of Mouth score, which measures whether people are talking about a brand, is also up from +9 to +17, while its Buzz scores, which is a balance of whether what they have heard is positive or negative is up from +6 to +10. Its Attention score, which measures if respondents have heard anything about a brand, has gone from around +9 just before the ad launched to +28 yesterday (11 September). Kaepernick has been a Nike spokesperson since 2011, but hasn't been featured in the brand's ad in the past two years after he was catapulted into the spotlight.US and UK consumers are split over the impact of Nike’s Colin Kaepernick campaign, with younger people and those who are Asian or Black/African American far more likely to view the campaign favourably than older, white consumers.ĭata from YouGov BrandIndex shows the campaign has certainly garnered attention among consumers in the UK. Nike's stock price, which reflects investor sentiment about the company's future, fell 3.2% yesterday, the worst day in five months.īut that negative sentiment may be short-lived, with Oppenheimer analyst Brian Nagel saying the near-term backlash against the controversial ad featuring Kaepernick being overshadowed by the message of "Do the Right Thing" among the brand's roster of athletes, per MarketWatch. ![]() As Talkwalker notes, the athletic apparel brand saw a surge in social media mentions after Kaepernick's tweet, and much of it was negative. Nike scored a publicity coup with a risky campaign that includes Kaepernick just as the National Football League kicks off its regular season. He was not signed in 2017 and has filed a grievance that accuses the NFL of collusion. Two years ago, Kaepernick refused to stand during the pre-game singing of the national anthem to protest police brutality against people of color. Not all the publicity was positive for Nike, though, as many people erupted on social media with calls to boycott Nike products - some with posts showing people destroying their Nike gear. ![]() The top social post was by tennis star Serena Williams, who tweeted, "Especially proud to be a part of the Nike family today." Her tweet received 178,000 engagements including likes and re-tweets during the study period, Talkwalker found. Nike brand mentions overall have increased 135% from the prior week. ![]() Social mentions jumped 1,400% on Tuesday from the prior day to 2.7 million after Kaepernick posted an ad image of himself on Twitter with the hashtag #JustDoIt, according to a study by social media analysis firm Talkwalker shared with Mobile Marketer.
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