US 和 UK consumers are split over the impact of 耐克’的Colin Kaepernick竞选活动中，年轻人和亚洲或美国黑人/非洲裔美国人比老龄白人消费者更看好竞选活动。
“YouGov’s BrandIndex data underlines the immediate impact that the campaign has had, with 耐克 generating attention that very few brands are able to match,”YouGov新宝2负责人Amelia Brophy说。
在调查中 在市场营销周委托托伦纳（Toluna）进行调查的1,000名美国消费者中，整个人对这场运动的影响产生了分歧。当被问及他们是否听到过有关该广告的正面或负面评论时，有31％的人说’ve heard “mostly” or “overwhelmingly”正面评论，相比之下，有45％的人听说过“mostly” or “overwhelmingly” negative responses.
在回答有关该运动是否使他们思考不同的问题时 耐克，有33％的人说他们现在对新宝2的看法更好，而有30％的人说不好。 ’s had no impact. There is a similar split for whether 它 impacted their likelihood to buy 耐克 products, with 28% saying they would buy more, 26% that they would buy less 和 46% saying 它 would not affect their propensity to purchase.
In a separate study of 1,000 UK consumers conducted by Toluna for 营销周, while fewer respondents have heard about the campaign 它 has had a more positive impact on those who have. Some 31% say comments have been 大多 or overwhelming positive, with just 11% saying they have seen 大多 or 压倒性地 negative comments.
而且，尽管该活动不太可能使人们对英国的新宝2有所不同或购买更多的产品–分别有63％和70％的人回答这些问题– 30% say 它 will make them view the brand more favourably 和 24% say they will buy more 耐克 products as a result. Just 7% now view 耐克 less favourably 和 6% will buy fewer 耐克 products.
但是，总体回应只能说出有关该运动影响的某个故事。人’s reaction to 它 varies markedly based on key demographics such as age 和 ethnicity. And the data suggests 耐克’的定位有效。
通过 featuring Kaerpernick in 它 s campaign, 耐克 has created positive buzz 和 impact from an audience of younger consumers, those who are more left wing 和 those from the BAME community. And the survey shows these people are also more likely to be 耐克 customers.
According to Toluna, 79% of those aged 18 to 34 in the US are 耐克 customers, compared to 63% among the 35 to 54 age group, 和 41% among the over-55s. They are also much more likely to support NFL players taking the knee during the national anthem, to think that brands in general should take a political stance 和 that 耐克 specifically is the sort of brand that should take a stand on political issues.
这流经结果。在18至34岁的人群中，约41％的人表示他们听到的有关该运动的评论是“mostly” or “overwhelmingly”正。相比之下，年龄在35岁至54岁之间的比例为35％，55岁以上年龄段的比例为23％。
Respondents aged 18 to 34 are also more likely to say the campaign has positively impacted their opinion of 耐克, with 50% now viewing 它 more favourably compared to 14% that view 它 less favourably. And 它 has positively impacted their propensity to buy 耐克 products, with 49% saying they will buy more versus the 9% saying they will buy less.
In comparison, just 22% of those aged over 55 now think more favourably about 耐克, versus 42% that now view the brand less favourably. Plus, 14% say they will be more likely to buy 耐克 products after seeing the campaign, versus 27% say they will be less likely to.
There is a similar pattern when looking at ethnicity in the US. Asian 和 Black/African American respondents are more likely to be 耐克 customers than white consumers 和 more likely to have seen 大多 positive comments about the campaign, to view 耐克 more favourably 和 to buy more products from 耐克.
And according to the YouGov data, while 耐克’s年龄在18至34岁之间的人的印象得分为+45（从竞选前的+34上升到该分数），在55岁以上的人群中的印象得分仅为+36。
“Nike’s brand metrics have improved most among consumers that are aged 18 to 34. Our results suggest that 耐克 is successfully speaking to 它 s target audience –运动服支出的未来是这个年轻的人群–并且它愿意与年龄较大，较保守的人对抗，以确保其信息能够传递出去。
“Importantly, our Profiles data shows that those who already shop at 耐克 are more likely than the average person to have a positive impression of Kaepernick.”
正如《营销周刊》专栏作家马克·里森（Mark Ritson）所说：“耐克通过这项运动赢得了新宝2定位方面的大奖。但它在定位上损失了一半。从这个意义上讲’s one of the boldest branding plays of the year. The big question is whether the massive surge in notoriety, salience, revitalisation 和 meaning across half 耐克’市场的波动将抵消另一半的负面影响。”