Nike - "Dream Crazy" Campaign Case Study

Objective: Rebrand Nike as a champion of social justice and empowerment, while increasing brand awareness and sales.

Target Audience: Young adults, athletes, and socially conscious consumers.

Strategy:

1. Launched the "Dream Crazy" campaign featuring Colin Kaepernick, Serena Williams, and other athletes.
2. Emphasized the power of sports to bring people together and drive change.
3. Used social media and influencer partnerships to amplify the message.
4. Created a series of powerful ads and videos showcasing athlete stories.

Results:

• 170% increase in brand mentions on social media.
• 15% increase in sales.
• 75% of Gen Z consumers said the campaign made them more likely to buy Nike.
• $6 billion increase in brand value.

Key Takeaways:

• Brands can take a stand on social issues and drive business results.
• Authentic storytelling and partnerships can create a powerful brand message.
• Embracing controversy can lead to increased brand awareness and loyalty.
• Social media can amplify a brand's message and reach.