Yep, and it's a calculated play to get long term brand loyalty
my opinion, completely unresearched and entirely created in my twisted brain, is that they were very aware and purposeful in this campaign. And even more, that they don't care (from a sales perspective) about the people who dislike/hate the ad.
I'm sure the dislike group generally fits into certain demographics (age, race, education, income, etc.) that Nike has studied very carefully against sales, margins, products. And I'm guessing the numbers said "you will piss off 1/3 of the country, please 1/3 and the other 1/3 won't care". And the 1/3 who is pissed only account for 20% of sales and that is decreasing every year already. And the 1/3 who are happy account for 60% of sales and their spending is increasing every year. All hypothetical of course, but if the data shows something like that then it's an easy choice and will pay off nicely in the long term for them.
Corporations only really care about business and tax laws. They "care" about social issues when it benefits the business. And this is no different. [Post edited by HokieAl at 09/14/2018 3:56PM]
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In response to this post by SavannaHokie)
Posted: 09/14/2018 at 3:50PM