Nike’s “For Once, Don’t Do It” campaign brings worldwide appreciation for the big brand voicing the feeling on everyone’s mind. So many people come from mixed race backgrounds, it’s hard to sit back and do nothing, say nothing, so a massive ‘well done’ to Nike, for taking the shock, horror and devastation which everyone is feeling, and giving it a loud and powerful voice and thank you for using the power of advertising for something good!
As a brand, it is so easy to focus on pushing offers and trying to make sales, that the idea of just sharing a powerful message is often overlooked! We all see the big brands do it, but why do we not apply this to our brand strategy? People often ask me how they can increase their Instagram followers, how they can increase traffic to their sites… it’s all too easy to fall under the white noise of social media advertising. To just be scrolled past because “you’re just another one trying to sell me something” (is what your users are thinking) for example, if I am relaxing on my couch on a Sunday evening, trying to rest before a busy week, I do not want to be bombarded with a sales pitch by some random Facebook marketer, looking to get me to pay a buck-load of money for some random thing? In today’s article, I am going to share some tips on how you can use your brand voice to spark interest in the eyes of many and boost your brand in a different way, as I believe we can all learn from Nike. This Ad Campaign is just so powerful, it really speaks to me. Take a look:
Take a look:
If you can’t view the video: here’s the full script of the ad: “For once, Don’t Do It. Don’t pretend there’s not a problem in America. Don’t turn your back on racism. Don’t accept innocent lives being taken from us. Don’t make any more excuses. Don’t think this doesn’t affect you. Don’t sit back and be silent. Don’t think you can’t be a part of the change… be a part of the change. Let’s all be a part of the change.” —Nike
With no slogan!
Today, I think we can all learn from Nike.
Define your brand voice and use it
Let’s face it. Ad’s make up a massive part of social media, and as a successful brand, you need to have some ads and ad campaigns in your brand strategy. We’ve already established that it’s damaging to your brand to always try to sell something… so break away from this habit right away. Use scheduled posts or plan some sort of a timetable that fits in-line with your workflow and planning, for example : Mondays: motivation, Tuesday: Tips / educate your audience, Wednesdays: Can be your Sales days for example… In between the sales pitch try breaking away from the annoying monotony and re-define your brand voice! Ask yourself, what makes my brand relatable, what makes my brand something worth following? Use your voice to share regular and scheduled posts that you feel your brand aligns to! If you are supporting a certain cause, you should talk about it! If you adopt this approach, you should attract people who align themselves to the same values as you! They don’t call it the #lawsofattraction for nothing 😉 Now it’s your turn to talk about topics you feel strongly about. If you feel confident enough to add your logo and brand onto the post, it means that you have a subject that you can align yourself with! Try using this in your advertising, try using this voice to spark a viral ad which could be more powerful than your 50% discount which everyone offers and in the end does not gain likes or new followers.
Every small voice counts
It’s easy to sit back and say nothing. If we can learn anything from all the great influential activists, it’s that every little bit of voicing the right message, is a win. No matter how small you think your actions are, if you can make a small positive change, and you influence someone in a positive way to make that change and this snowballs… well that’s just the power of using the media for good. It’s so often abused to sell products and sometimes, the power of the media should be just used to share a positive message. Just like what Nike did today. If your brand creates a positive message, and even if you just get 1 share, and that share is liked by more people and they are all getting the right message, no matter how small the message, it is a win! You have already helped us all move forward in the right direction. I also hesitated in writing this post, I thought, how is my random blog post going to help anyone but look, you’re reading this now and maybe you will make a small change to your advertising and it might help you gain new followers! Then, my dear Watson, I have won and this makes me quite happy knowing that my small little blog post could help even one person in their brand growth strategy…well… then it’s alright and worth the effort in writing it!
Make meaningful partnerships and collaborations
Sometimes a great brand strategy is to partner up with other brands. Try to find brands which align to your core brand values and consider supporting local businesses, contacting charities, local brands or sports teams for sponsorship deals. Try hosting an online seminar or creating a Facebook Live. It’s always nice to see shared growth and progress between partnered brands and meaningful messages to their audiences emphasising that winning together is the best kind of win.
You don’t always have to sell in order to boost your brand. We certainly can learn from Nike and I hope that this post inspires you to consider some out-of-the-box brand strategies to reach your audience and in turn, generate great leads and sales! In closing, I want to say that Nike, once upon a time, did an ad campaign with Colin Kaepernick. In the following months, Nike saw a significant sales growth and as a result, their stock price went up 25% over the following 18 months! Hopefully, now you can see that you can sometimes just use your brand voice to do great things! The message in this case, Nike has always been vocal and supportive in anti-racism campaigns and this message is 100% aligned with their brand, yet the clever copy line and irony that it’s themselves playing on their usual “Just do it” slogan, with their “For Once, Don’t Do It.” it’s just so well crafted on so many levels. Really bravo to Nike.
Using your brand to share positive messages and harness change is probably one of the strongest tools in media today.
I hope you enjoyed this article, I enjoyed sharing these simple yet effective brand strategy tips with you all, and I hope it helps you to think creatively and out-of-the-box in building your brand and brand voice.