M1 (Unit 20): Evaluate different cross media advertising campaigns for consistency of message
Nike 2018 Campaign: 'Nothing Beats A Londoner'
In terms of the success of Nike's 'Nothing Beats A Londoner' campaign (also referred to as the 'LDNR' campaign), great amounts of positive recognition throughout the media was received. This included praise from famous individuals, with the likes of Sadiq Khan (the Mayor of London), Football Daily (verified Twitter account with over 60k followers) and a humorous comment on Instagram from Canadian rapper Drake. As far as it is known, none of the recognitions from these public figures were endorsed, meaning that the campaign was praised purely for its approved content.
In relation to celebrity endorsements, the campaign's video featured a range of famous individuals who were recognizable for a variety of demographics. This meant that the campaign reached a wider audience. For example, the video included football manager Gareth Southgate, grime artist AJ Tracey, Olympic gold medalist Mo Farah, and many more. This would appeal to both younger and older audiences, as well as different sub-cultures within their demographics. For example, Gareth Southgate's appearance in the video would have resulted in football fans recognizing and watching the video, and AJ Tracey would have resulted in grime fans. This would boost the views and recognition of the campaign and Nike, as they may be appealing to an audience that they have not reached out to in past campaigns.
Despite the positive praise to which the video received, it has been argued that the campaign lacked ethnic diversity. Social media users were not impressed by the lack of diversity throughout the video, as it was argued that the content only consisted of white and black individuals. This meant that audiences from other ethnic groups were excluded and may have felt alienated. This inevitably resulted in a negative wave of reactions, among which included musician/DJ Bobby Friction, who was also a former judge on Channel 4's 'Bollywood Star'. This is an example of how popular figures on social media can affect a campaign, as those who follow this figure may have been persuaded to change their opinion on Nike.
To further this, the campaign was specifically aimed at audiences from London. This resulted in a further exclusion to audiences from other areas within the UK, as it is evident that Nike is not specifically for "Londoners".
The campaign was initially launched online, on YouTube. Another primary platform to which the campaign was spread among was social media, including dedicated sites on both Twitter and Instagram. This ensured the content was easily shareable, which in return, maximizes the awareness and recognition of the campaign amongst Nike's target audience. Furthermore, the primary audience of the campaign was not only those living in London, but teenagers and young adults. Social media platforms would be one of the most effective ways of targeting the demographics for the campaign as it is the most prominent age range, in terms of who use social media.
An argument formed from this campaign involves the exclusion of other audiences. Nike is an international brand and has a diverse target audience from various locations around the world. They usually target young adults and athletes/sports enthusiasts, however, in this campaign, they only targeted individuals living in London. This means that the campaign excluded other audiences/customers of Nike who may be situated in other areas of the UK and then rest of the world. This may have resulted in Nike losing their brand identity, especially among audiences who are not classified as "Londoner's". Having the campaign expand outside of the video advert and into the social media sphere took the campaign outside of London, so this is one way in which the key message was lost.
--- Please note: due to the campaign being pulled, I was unable to find figures and statistics surrounding sales, profits, etc). ---
Walt Disney's & Marvel's 'Black Panther' (2018)
The success of Black Panther's marketing campaign was clearly defined when the film debuted in domestic movie theaters, earning"$292 million" for the "first seven days" of releasing the film (according to 'Vanity Fair'). This is an indication as to how Marvel created a following for the film through their campaign, and making it the "most anticipated" movie of 2018 (according to quantitative data collected from CNBC).
To further its success, Black Panther exceeded the opening week sales of the initial release of Marvel's 'Avengers' movie back in 2012. Not only did it break that record, but the film also managed to earn a title as Walt Disney's 16th film to earn over $1bn.
Between its release in February through to March, 2018, the film had "tallied $940.3 million" (according to 'Fortune.com'). The great amounts of success to which Black Panther had gained within a short time-frame is ultimately down to the marketing of the film, and the victory of its campaign.
The campaign was initiated on multiple platforms of media. These included both visual and audio trailers on television, online and radio, social media accounts, celebrity endorsements, print media (billboards/posters) and press releases/interviews.
On social media, Twitter in particular received the greatest response from users with regard to the film. A series of celebrity tweets praising the media product were prominent from the likes of actress Whoopi Goldberg and music producer DJ Khaled.
Not only did the movie gain the praise and approval of reputable celebrities, but it also became "the most tweeted about movie of all time" with hashtags including "#Wakanda" and "#WhatBlackPantherMeansToMe", enabling users to discover their own personal affiliations with the film.
Further more, as the primary audience consisted of a young demographic, social media was incredibly effective sue to the primary age group of social media users consisting of teenagers to young adults.
To add, the Instagram page dedicated to Black Panther also has a large following with over 1 million users following the account. Regular content is posted on the account even after the films release, proving that those working behind the campaign of Black Panther are trying to maintain their following and recognition, as well as prevent target audiences from losing interest or forgetting about the film.
This will also make the campaign for a potential sequel to the film run smoother, as Black Panther will already have an established following. Further more, the films social media accounts act as an attraction to those who are yet to watch the film.
There is strong consistency throughout all platforms to which the campaign was spread across. These identifiable elements included the logo remaining the same and on every platform, and the colour scheme consisting of dark, moody tones. This creates the brand identity for the film, increasing its recognition amongst target audiences.
As I briefly detailed earlier, the campaign was channelled across a wide variety of platforms. This ensured that Black Panther was able to reach out to everyone who fell within their target audience. For example, to ensure older demographics were not excluded, the advertising campaign was presented on billboards and on television (trailers), making it easily accessible, sand maximizing the awareness of the film.
The trailer released for Black Panther was the first of several. The campaign consisted of an initial teaser, to introduce the movie to its audiences, and was then followed by several other full-length trailers and scene previews. The trailers were aired on both television and radio, ensuring that that they reached as many individuals as possible. They were also uploaded onto social media and YouTube (receiving over 43 million views).
Furthermore, another effective way in which the film was marketed, was by including the trailers in cinemas before a film was being shown. This enabled film-fanatics and regular cinema-goers to to be attracted and intrigued by the film, increasing the likelihood that they would later go and watch it upon its release.
Nike 2018 Campaign: 'Nothing Beats A Londoner'
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| Source: BuzzFeed News |
In terms of the success of Nike's 'Nothing Beats A Londoner' campaign (also referred to as the 'LDNR' campaign), great amounts of positive recognition throughout the media was received. This included praise from famous individuals, with the likes of Sadiq Khan (the Mayor of London), Football Daily (verified Twitter account with over 60k followers) and a humorous comment on Instagram from Canadian rapper Drake. As far as it is known, none of the recognitions from these public figures were endorsed, meaning that the campaign was praised purely for its approved content.
 |
| Source: Google Images |
 |
| Source: BuzzFeed News |
 |
| Source: BuzzFeed News |
The campaign was initially launched online, on YouTube. Another primary platform to which the campaign was spread among was social media, including dedicated sites on both Twitter and Instagram. This ensured the content was easily shareable, which in return, maximizes the awareness and recognition of the campaign amongst Nike's target audience. Furthermore, the primary audience of the campaign was not only those living in London, but teenagers and young adults. Social media platforms would be one of the most effective ways of targeting the demographics for the campaign as it is the most prominent age range, in terms of who use social media.
An argument formed from this campaign involves the exclusion of other audiences. Nike is an international brand and has a diverse target audience from various locations around the world. They usually target young adults and athletes/sports enthusiasts, however, in this campaign, they only targeted individuals living in London. This means that the campaign excluded other audiences/customers of Nike who may be situated in other areas of the UK and then rest of the world. This may have resulted in Nike losing their brand identity, especially among audiences who are not classified as "Londoner's". Having the campaign expand outside of the video advert and into the social media sphere took the campaign outside of London, so this is one way in which the key message was lost.
--- Please note: due to the campaign being pulled, I was unable to find figures and statistics surrounding sales, profits, etc). ---
Walt Disney's & Marvel's 'Black Panther' (2018)
 |
| Source: CNBC.com |
To further its success, Black Panther exceeded the opening week sales of the initial release of Marvel's 'Avengers' movie back in 2012. Not only did it break that record, but the film also managed to earn a title as Walt Disney's 16th film to earn over $1bn.
Between its release in February through to March, 2018, the film had "tallied $940.3 million" (according to 'Fortune.com'). The great amounts of success to which Black Panther had gained within a short time-frame is ultimately down to the marketing of the film, and the victory of its campaign.
The campaign was initiated on multiple platforms of media. These included both visual and audio trailers on television, online and radio, social media accounts, celebrity endorsements, print media (billboards/posters) and press releases/interviews.
 |
| Source: PlatformMagazine.org |
On social media, Twitter in particular received the greatest response from users with regard to the film. A series of celebrity tweets praising the media product were prominent from the likes of actress Whoopi Goldberg and music producer DJ Khaled.
Not only did the movie gain the praise and approval of reputable celebrities, but it also became "the most tweeted about movie of all time" with hashtags including "#Wakanda" and "#WhatBlackPantherMeansToMe", enabling users to discover their own personal affiliations with the film.
Further more, as the primary audience consisted of a young demographic, social media was incredibly effective sue to the primary age group of social media users consisting of teenagers to young adults.
 |
| Source: Instagram.com |
 |
| Source: Google Images |
This will also make the campaign for a potential sequel to the film run smoother, as Black Panther will already have an established following. Further more, the films social media accounts act as an attraction to those who are yet to watch the film.
There is strong consistency throughout all platforms to which the campaign was spread across. These identifiable elements included the logo remaining the same and on every platform, and the colour scheme consisting of dark, moody tones. This creates the brand identity for the film, increasing its recognition amongst target audiences.
As I briefly detailed earlier, the campaign was channelled across a wide variety of platforms. This ensured that Black Panther was able to reach out to everyone who fell within their target audience. For example, to ensure older demographics were not excluded, the advertising campaign was presented on billboards and on television (trailers), making it easily accessible, sand maximizing the awareness of the film.
 |
| Source: Youtube.com |
Furthermore, another effective way in which the film was marketed, was by including the trailers in cinemas before a film was being shown. This enabled film-fanatics and regular cinema-goers to to be attracted and intrigued by the film, increasing the likelihood that they would later go and watch it upon its release.
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