Emotional Marketing – Is Nike Dreaming too Crazy?

"When we care, we share".

First impressions in marketing are important as this can either positively or negatively shape a campaigns virality amongst viewers. According to research, 70% of consumers are more willing to purchase a product or support a service if its advertisement elicits a memorable response.

Given that consumers are receptive to symbolic meaning, emotions "play a significant role in the choices [they] make" when interacting with a campaign. This is where emotive messaging can come in to provide advertisements some edge amidst a sea of online content.

For marketers, the exploration of emotions can assist them in establishing meaningful connections with their audience. This ties into the emotions step of Jonah Berger's 6 STEPPS to marketing guide, which proposes that campaigns require emotive messaging that is memorable and meaningful in order to engage the public. Let's analysis this in reference to Nike's Dream Crazy campaign.

Launched in 2018 to celebrate Nike's 30th “Just Do It” anniversary, the "Dream Crazy" campaign was met with immediate contention. The endorsement of San Francisco 49ers quarterback – Colin Kaepernick – was seen as “anti-American” given the athletes silent protests against racial injustice in 2016. Despite this, the campaign sought to inspire the public amidst polarising times – appealing to the emotions of their audience who resonate with Kaepernick’s story.

Memorable Messaging

Consumers were able to empathise/relate with Kaepernick’s experiences through the slogan – “Believe in something. Even if it means sacrificing everything” – which underlines the idea of aspiration. Conjuring primarily positive sentiment such as optimism, empowerment, along with self-confidence, the campaign was able to remain memorable as positive emotions increase the chances of consumers sharing the campaign online.

Meaningful Values

The advertisement manages to capture the attention of the public as it uses Kaepernick’s experience of overcoming adversity to emphasise the corporation’s values. The campaign embodies a socially progressive stance which resonates with the interests of their target audience – namely generation Z – to therefore create stronger connections. This invokes a positive response as the message inspires the public to take action. Given that 53% of consumers prefer to support companies/campaigns that align with their own views, it also means that they are more willing to share its message with others in their immediate network.

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This shows that emotive messaging is an extremely powerful marketing tactic that can engage viewers more personally with a campaign. Whether negative or positive in reaction, if the campaign speaks to the audience’s values and emotions, then it can garner the attention of millions – as is evident with Nike's Dream Crazy campaign.

image: George Pagan III @ gpthree via Unsplash.

Just do it. Dream Crazy. Did Nike's emotive messaging manage to convince you to take action?