Controversy, Spectacles and Milestone Moments

This week in 60 seconds…

  • Nike sent the social sphere wild this week by revealing a controversial new face for their ad campaign. Some fans boycotted the brand for its political stand, but with an estimated $43 million in media exposure over 2 days does it really matter?
  • Another brand that’s had its fair share of snubbing in the past year is Snapchat – but could the release of new Spectacle frames inspire a revival? We’re not so sure
  • But let’s give the old Spectacles some credit here. Alongside an Xbox controller and the mosquito emoji, the glasses will be joining a collection at the V&A showcasing contemporary objects that have had newsworthy, global impact
  • Speaking of milestone moments, remember Timehop? It’s back with a vengeance, but this time it’s built its own ad server
  • And from new ad solutions to new apps, Instagram is said to be planning further expansion into the e-commerce sector, and is currently developing a stand-alone app dedicated to shopping

A final thought…

With 60% of millennials identifying as ‘belief-driven buyers’ globally, Nike knew the rewards for supporting a political issue would outweigh the risks. They took the opportunity to capitalise on the behaviours and brand expectation of their core demographic – young, urban liberals with diverse views and social values – and it paid off. Smart brands know when to engage, not if they should – and knowing your audience inside out is key to that success.

Data Byte

According to Sprout Social, 61% of people think it’s important for brands to take stands on political or social issues. What’s more, social media has been identified as the primary channel to communicate these values, topping the likes of TV, blogs and print advertising. The most relevant and meaningful moments of engagement will drive wider consumer receptivity and ultimately result in brand loyalty.