Case Study: Analyzing Nike's Kaepernick Ad Campaign and Problems

This case study analyzes Nike's marketing campaign featuring Colin Kaepernick, focusing on the problems that arose, particularly the division of the customer base. The report identifies inconsistencies between the intended message of integrity and bravery and its delivery, leading to a diminished brand image. The solution proposed involves designing a new campaign based on the psychological segmentation of the customer base, targeting the largest segment to recover the brand image. The action plan includes conducting surveys, using psychometrics, and formulating a message aligned with the target group's characteristics. The campaign would primarily be restricted to the United States. A follow-up plan suggests measuring success through a post-campaign survey, focusing on customer preferences and the correlation between different demographic groups to gauge the campaign's effectiveness.

Running head: CASE STUDY OF NIKE’S KAEPERNICK AD
CASE STUDY OF NIKE’S KAEPERNICK AD
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1CASE STUDY OF NIKE’S KAEPERNICK AD
EXECUTIVE SUMMARY
INTRODUCTION
The purpose of this case study is to analyze the marketing campaign which Nike had
performed featuring NFL player, Colin Rand Kaepernick, and identify the problems that
arose following the campaign, to design another campaign to eliminate those problems. The
report identifies the main problem as being the division of the customer base. The campaign
divided the country of USA into two halves. The challenge for Nike is to reunite the customer
base, in order to ensure a sustainable growth of the company.
ANALYSIS
The analysis in the report identifies that the main problem arose due to inconsistencies
between the message intended and the message delivered. Nike’s motto was to promote
integrity and bravery through the campaign message, “Believe in something, even if it means
sacrificing everything.” This was indicative of a poor cognitive and perceptual mapping from
the brand, as it failed to position itself properly and consistently across its customer base. The
social purpose advertisement, which the company designed, lacked a proper and appropriate
structure, which diminished the brand image of the company in the eyes of a section of
customers.
SOLUTION
The report recommends that what Nike needs to do in order to find a solution to the
problem, is to come up with another campaign, which will be designed according to the
psychological segmentation of the customers. The idea is to categorize the customer base
according to their varied psychologies, and target the segment, which has the highest number
of customers or potential customers in it, and subsequently recover the lost brand image. The
report justifies this solution, stating that the campaign created a controversy because of

2CASE STUDY OF NIKE’S KAEPERNICK AD
varying psychologies of the customer base and therefore, the purpose of the next campaign
has to heal those aspects of the psychologies which were affected in the previous campaign.
ACTION PLAN
The report suggests that in order to put the planned solution into action, the first thing
which the company needs to do is to conduct surveys and polls to get insights into consumer
psychology. Questions in the polls and surveys should include what the customers would
want to change about the society, etc. Psychometrics should be used in order to group the
responses, and the target group for the upcoming campaign of the brand should be the group
with the highest number of people. The report goes on to suggest that the message should be
formulated in accordance with the key characteristics of the group. Media selection for the
proposed campaign includes every form of media, including radio, television, print, digital
and outdoor. The report however suggests that the campaign should be restricted to the
United States of America, since the majority of the backlash had come from the USA, and
involves the sentiments of the same country.
FOLLOW-UP PLAN
The report concludes with a follow-up plan, which suggests that the success of the
proposed marketing campaign should be measured with a post-campaign survey. Questions
should primarily be on the likes and dislikes of the campaign, and the correlation between the
black Americans and white Americans will be indicative of the success of the campaign in
serving its purpose.

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