Nike’s Dream Crazy Campaign

Integrated Marketing Communication

Submitted to Prof. Kalpak Kulkarni

BMN 511- Marketing Management-2
 TEAM MEMBERS

Aman Bakshi Tanmay Bhave Bishal Doley Ashutosh Chillarge

23810016 23810017 23810019 23810020

Nikita Darvesh Sarthak Bhadange Buhle Mabuza Buhle Dlamini

23810021 23810060 23810080 23810081
Nike’s Famous Advertisement Campaigns

 I am not a role model campaign

(1993)
• Featured Charles Berkley.
• Increasing competition from
Reebok.

 Just Do It (1995)
• Featured HIV-positive long-
distance runner Ric Munoz.
• This advertisement helped to
reduce the stigma around the
disease.
Nike’s Famous Advertisement Campaigns

 Love me or hate me (2006)

• Featured Kobe Bryant.
• Sexual harassment allegations.
• Nike stood by him and supported
to effectively reconstitute him to
the world audience.

 Equality (2017)
• Featured famous black athletes
like Serena Williams.
• Equal opportunities to all and no
discrimination based on gender,
race etc.
 The context of ‘Dream Crazy’ campaign the
“Believe in something, even if it means sacrificing everything.”

Campaign Theme: The central theme of the "Dream Crazy" campaign is to promote
sports through empowerment and activism.

Audience: The campaign targets a wide range of people interested in sports

Strategy: featuring celebrities and influencers. use controversy and polarisation as
a way to create discussion, engagement, and publicity. uses social media
platforms to reach a wider audience
Iconic Spokesperson: Nike's decision to include Colin Kaepernick in the campaign
stirred significant attention

Societal Relevance: The campaign was launched during a time when social and
political issues, were at the forefront of public discourse in the United States and
around the world. Nike used this context to align itself with these issues and show
support for social justice. And boost their popularity.
 The context of ‘Dream Crazy’ campaign the
Timing: The timing of the campaign was strategic, coinciding with the
30th anniversary of Nike's iconic "Just Do It" slogan. This allowed Nike to
leverage its brand history and identity.

Controversy: The choice of Colin Kaepernick as the face of the campaign

sparked controversy. This controversy led to both positive and negative
publicity for Nike.

Social Media Response: The campaign quickly went viral on social media

Brand Loyalty and Sales: Despite the initial backlash, Nike's sales actually
increased after the campaign.

Long-term Impact: "Dream Crazy" is an example of a brand taking a social

stance, and it may have a lasting impact on how companies approach
their marketing strategies.
What is Integrated Marketing Communications
Definition: IMC is a
Consistency: IMC emphasizes
comprehensive marketing
maintaining a uniform message
strategy that integrates all
and brand image across all
promotional tools and
marketing channels.
communication methods to
convey a unified and consistent
message to target audiences.

Multiple Channels: IMC

Customer-Centric: IMC is
considers a wide range of
centered around the needs and
communication channels, such as
preferences of the target
print, digital, email, and social
audience
media.

Strategic Planning: IMC involves

careful planning and
coordination to align all
communication efforts with the
overall marketing goals and
objectives.
 Integrated Marketing
Communication (IMC) Models
AIDA Model: It is a sequential model that outlines the stages a consumer goes through when
interacting with a marketing message.

Levidge and Steiner Model: This model focuses on the relationship between the sender
(marketer), message, and receiver (audience).

William McGuire’s Information Processing Model: is based on the idea that individuals process
information through a series of cognitive stages.

The DAGMAR Model: This model emphasizes the need for clearly defined and measurable
advertising objectives.

Michael Ray Model: Focuses on consumer needs and motivation in decision-making.

McGuire's Information Processing Model

McGuire's Information Processing Model is a framework that outlines the steps

people go through when they encounter persuasive messages.

It includes stages like exposure, attention, comprehension, yielding, retention,

and action.

This model helps advertisers and communicators understand how individuals

process information and make decisions, allowing them to design more effective
persuasive messages.
Nike's Effective Application
of McGuire's Information
Processing Model in Dream
Crazy Campaign
• Attention: Captured consumer attention with
creative imagery and music.
• Comprehension: Delivered a clear and
concise message that was easy to
understand.
• Yielding: The message resonated with
consumers, motivating them to take action.
• Retention: The campaign's memorable
message left a lasting impact.
ADVERTISING
Nike’s advertising objective in this campaign was to
Strengthen Brand Identity. Nike aimed to reinforce its brand
identity as a champion of athlete’s dreams and
determination. The campaign leveraged Nike's well-
established "Just Do It" ethos to emphasize its commitment
to helping individuals achieve their goals.

Media used on the Dream Crazy Campaign:

• Social Media Advertising: For this campaign, Nike focused on

YouTube, Twitter and Instagram. They leveraged social media by
encouraging individuals to share their stories of overcoming
adversity and pursuing their dreams using the hashtag #DreamCrazy.
This encouraged user-generated content and engagement.

• Television Advertising: Nike aired commercials on television

networks and during major sporting events, reaching a broad and
diverse audience.

• Print Advertising: The campaign included print advertisements in

magazines and newspapers to engage with readers who prefer
traditional media.

• Billboard Advertising: Nike strategically placed billboards in high-

traffic areas to increase visibility and create a strong visual
 Message and Content Strategy
• Creative concept: The Big idea revolved around a bold and
inspirational message, "Dream Crazy“. This campaign aimed to inspire
and empower individuals to pursue their dreams, no matter how
audacious or unconventional they may seem. The message was clear:
"Believe in something. Even if it means sacrificing everything."
 Advertising appeals
• Emotional Appeal: By featuring athletes and individuals who had
persevered against the odds, the campaign aimed to stir viewers'
emotions and drive them to pursue their dreams.
• Inspirational Appeal: The core message of the campaign was
inspirational. It told the stories of individuals who had pursued their
dreams and succeeded. The aim was to inspire viewers to take action,
make sacrifices, and work hard to achieve their own aspirations.
• Social and Cultural Appeal: Given the social and political context of
the time, the campaign had a strong social and cultural appeal. It
connected with those who supported Colin Kaepernick's activism and
related to the broader conversation about freedom of expression,
social justice, and individual empowerment.
 Execution style
• Athlete Endorsements

• Inspirational Storytelling
 Public Relations
 Nike spends over a billion and half dollars every
year for PR
 Nike’s Air Jordan example
 PR is at the core of Nike’s Business
 Nike’s “Dream Crazy” ad with Colin Kaepernick
 Nike uses PR to reach new audiences, build brand
loyalty and stay relevant
 Nike knew their audience & used influencers well
 Part of PR is making people pay attention to what
you want them to. But even more important is
getting them to ignore what you want.
 DIGITAL MARKETING

Social Media Campaigns:

Nike leveraged various social media platforms to spread the message.
They utilized Twitter, Facebook, Instagram, and YouTube to share
video content, images, and stories promoting the campaign.
Video Marketing:
The centerpiece of the campaign was a powerful video ad featuring
Colin Kaepernick. This ad was widely shared across social media
platforms and viewed millions of times.
Influencer Marketing:
Colin Kaepernick, an influential figure in sports and social activism,
was a central figure in the campaign.
Hashtag Campaigns:
Nike employed hashtags, notably #DreamCrazy, to encourage social
media users to engage with the campaign and share their stories and
beliefs, thus creating a broader conversation around its themes.
DIGITAL MARKETING
• User-Generated Content:
The campaign encouraged users to share their own stories and experiences,
which amplified the reach of the campaign. Nike utilized these stories in their
marketing efforts, showcasing real people and their dreams.
• Targeted Advertising:
Nike likely utilized targeted advertising on various social media platforms to
reach specific demographics aligned with the campaign's message.
• Website and Landing Pages:
A dedicated campaign landing page or section on the Nike website likely
provided additional information, behind-the-scenes content, and
opportunities for audience engagement.
• Mobile Marketing:
Considering the widespread use of mobile devices, the campaign would have
been optimized for mobile platforms, including mobile-friendly ads, apps, and
websites.
 Results

Nike Stock saw a 31% boost in stock price

Brand Value
Increased by
6 billion $

Nike gained 170,000 within

7 days of the Campaign The Dream Crazy Campaign had 21
launch with over all 5.2 million views within a week of its Articles !!
million mentions in Social launch, increasing the traffic of
Media Nike.com by 29%
platforms
 Nike’s Dream Crazy Campaign & Success: A Story too good to be true

Boldness pays off: Nike's decision to feature Colin Kaepernick showcased the brand's
willingness to take risks and stand for what it believes in.

Emotional resonance: By tapping into deep-seated emotions, Nike created a

strong emotional bond, resulting in increased brand loyalty.

Authentic storytelling: The campaign's focus on real stories of athletes

added authenticity and credibility to Nike's message.

Social media amplification: Leveraging social media platforms helped amplify the
campaign's reach and foster a sense of community.
References
• https://studycorgi.com/nikes-dream-cr
azier-advertisement-analysis/

• https://www.calameo.com/read/0057
9598582aa5012ac4f

• https://blog.brandtotal.com/five-takea
ways-for-brand-marketers-from-nikes-
dream-crazy-campaign

• https://youtu.be/Yvkf88eSTrI?si=MzcK
w5D5M0Yv-wNV

• https://youtu.be/WW2yKSt2C_A?si=efj
3P-BL9aS7-F0H