Both the @Nike Kaepernic – “Believe in something. Even if it means sacrificing everything” and the @Gillette “We Believe” campaigns, are recent examples of purpose based marketing. Glocalities data reveals that the Nike Campaign fits the Nike user base like a well-tailored sports shoe -as opposed to the Gillette campaign that detracts a large part of its current consumer base.
Nike consumers belong more often to the socio-cultural Challenger segment. “Heterarchy” – the anti-authoritarian social cultural trend is one of the most distinctive trends that sets US Nike users apart. National Pride as a social cultural trend scores rather low amongst this target audience.
Furthermore, Nike users show high levels of social responsibility and have concerns about social issues such as corruption, which is often linked to intimidation and human rights. Democrats and Independent political parties are the most popular among them.
Last but not least, they are not afraid of being themselves, even if it requires taking a risk or taking unconventional actions -the Hero is the most preferred distinctive archetypes amongst Nike users.
Looking at the Glocalities US data we conclude, that Nike has made an excellent choice by building the campaign around Colin Kaepernic who is clearly seen as a challenger with his sharp social statements. Instead of asking consumers to change or reflect on their behavior, this commercial triggers their motivational values, reflects their beliefs with a role model that is spot on. This combination makes the campaign so appealing to its users base and so effective in boosting brand image and sales.
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