Welcome Today, we are exploring a campaign that changed the game for both advertising and social activism.
Believe in something, even if it means sacrificing everything.
January Case Study
World’s best ads ever:
Nike’s Dream Crazy shows solidarity
for a global cause
Source: https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-17nike-s-dream-crazy-shows-solidarity-global-cause
- To promote Nike’s brand values of courage, resilience, and determination.
- To show solidarity with Colin Kaepernick and his fight against police brutality and racial injustice.
- To inspire people to stand up for what they believe in, even if it means sacrificing everything.
- Nike's core target audience of young, active people passionate about sports and social justice.
- People who are inspired by Colin Kaepernick and his activism.
- Consumers seeking a brand that aligns with their personal values.
- A two-minute video ad featuring Colin Kaepernick discussing his decision to kneel during the national anthem and the importance of standing up for your beliefs.
- Print and digital ads showcasing other athletes and activists standing for social justice.
- A strong social media presence to encourage people to share their own stories of standing up for their beliefs.
- Commercial success, generating over $60 million in sales within the first two weeks.
- Significant cultural impact, sparking national conversations on race and social justice in the U.S. and inspiring other athletes and activists to speak out.
- The ‘Dream Crazy’ campaign is a powerful example of how a brand can use its platform to support a global cause. Advertising can inspire people and make a difference, beyond just selling products.
Personalized Campaign Strategy for the User
Goal
Inspire and empower people to dream big and achieve their goals, together.
Target Audience
Young people, especially those from marginalized communities.
Tactics
Partnerships
Collaborate with athletes and activists who embody the “Dream Crazy” spirit to create motivational content and host events that inspire young people.
Social Media Campaign
Encourage individuals to share their personal dreams and stories using the hashtag #DreamCrazyTogether.
Scholarship Fund
Establish a scholarship program to support young individuals from marginalized communities in pursuing their dreams.
Non-Profit Collaboration
Work with non-profits that focus on empowering youth to achieve their goals.