Capturing your target audience’s interest can sometimes seem like an impossible task.
Especially in a world where attention spans are shorter than ever!
Great video marketing will make you want to stop scrolling and pay attention from start to end.
Nike’s 2018 “Dream Crazy” campaign was a masterclass in video marketing.
It not only grabbed headlines around the world but also connected deeply with consumers.
This campaign was about more than just sportswear.
It was an extremely bold statement about social justice, identity, and empowerment.
In this blog, we’ll dive into what made this campaign so successful and share actionable video marketing strategies you can apply to your own business.
What Is Nike’s “Dream Crazy” Campaign?
Nike’s “Dream Crazy” campaign was launched in September 2018 to mark the 30th anniversary of their “Just Do It” slogan.
It featured Colin Kaepernick, the NFL quarterback who sparked a nationwide debate in the U.S. when he kneeled during the national anthem to protest racial injustice.
With the tagline:
“Believe in something. Even if it means sacrificing everything.”
The campaign sparked conversations about social issues while celebrating athletes who push boundaries like Serena Williams and LeBron James.
Along with the ad, Nike also pledged to donate millions to organisations focused on social justice reforms.
How Successful Was It?
The results from the “Dream Crazy” campaign were nothing short of spectacular.
- Nike’s online sales jumped 31% in the days following the ad’s release
- The campaign generated an estimated US$43 million worth of media exposure in just 24 hours
- Nike’s stock price hit an all-time high, adding nearly US$6 billion to the company’s market value
- The campaign even won the Outstanding Commercial Award at the 2019 Emmy
This powerful combination of strategic marketing and social relevance not only boosted sales.
It also solidified Nike’s brand as a leader in both sports and social activism.
Why Did It Work?
The Dream Crazy campaign was effective because it transcended traditional advertising.
Instead of just selling shoes, Nike created an emotional narrative about identity, purpose, and social values.
It tapped into powerful emotions by featuring athletes who overcame significant obstacles.
This made the message relatable and inspiring.
Nike also didn’t shy away from using bold figures like Colin Kaepernick.
This daring choice showed that Nike isn’t afraid to stand up for social issues.
Finally, let’s not forget the timing.
The campaign dropped during their 30th anniversary, allowing them to celebrate their history while pushing a fresh, progressive message.
5 Valuable Video Marketing Strategies You Can Apply to Your Small Business
1. Tell a Story That’s Bigger Than Your Product
Share the journey behind your business.
Keep your product in the background and let the story take centre stage.
Here are some ways you can do it:
- Share a short video of your personal journey in starting your business
- Post behind-the-scenes photos that show your daily operations and challenges
- Highlight customer testimonials that reflect how your product has impacted their lives
2. Dare to Take a Stand
Don’t be afraid to voice your values.
Nike’s choice to feature Kaepernick was bold, but it resonated with their core audience.
Taking a stand can differentiate your brand and build stronger customer loyalty.
Here’s how you can do it:
- Create a social media post explaining your brand’s values and what you stand for
- Launch a campaign that supports a cause you believe in, like donating a portion of sales to charity
- Collaborate with local organisations that align with your values and promote these partnerships
3. Use Powerful Visuals to Convey Emotion
The “Dream Crazy” ad used striking imagery of athletes overcoming obstacles.
Visual storytelling can create a strong emotional impact.
You can even incorporate visual metaphors.
Use visuals that symbolise larger ideas.
For example, showing a sunrise to symbolise new beginnings.
To really create impactful content, you can also:
- Invest in high-quality photos or videos
- Showcase before-after stories of real-life customers
- Pay attention to the composition and lighting of the videos you plan to use
4. Create Shareable Content
People didn’t just simply watch the “Dream Crazy” campaign and click away.
It was shared on every social media platform, discussed extensively, and even debated!
For small businesses, shareability is vital.
Oftentimes, all it takes is one post or video to blow up online and go viral.
Consider making content that invites viewers to comment or share their own stories.
It doesn’t have to be a serious video either.
You can do this through:
- Fun challenges
- Downloadable resources like recipes or guides
- Engaging quizzes
- Eye-catching infographics
Creating shareable content encourages word-of-mouth which extends your reach organically.
5. Stay Authentic
Always stay true to your brand and mission.
Be transparent about your values and practices.
For example, if you run a small skincare line, openly discuss the ingredients you use and why you choose them.
Share the story behind your sourcing, whether it’s ethical practices or sustainability.
Show customers that you care about what they’re putting on their skin.
Spark Powerful Connections By Creating Content That Resonates Deep In Your Audience’s Souls
Nike’s Dream Crazy campaign is a prime example of how powerful storytelling and social values can really connect with an audience.
Instead of just highlighting products in their ads, Nike built a movement.
They tapped into universal emotions and aspirations, making their message relatable to people from all walks of life.
By applying these strategies to your own video marketing efforts…
You can create content that goes beyond mere advertising.
You’ll be able to engage your audience on a deeper level, inviting them to join your brand’s journey.
Also, remember that you don’t need a massive budget to create impactful video marketing.
What you do need is courage, creativity, and a willingness to dream a little crazy like Nike.
