Research Portfolio
Task 1: Research Portfolio
Learning outcome 1 (U20): know how existing advertising campaign embed advertisements across a range of media products.
Learning outcome 1 (U24): Understand the products that are produced within and across media industries.
P1(U20): Describe an existing media advertising campaign
Nike have used all their media platforms to advertise this campaign. They have used cross media products to engage with their audience. An example the cross media products that they have used is by posting short film is on their YouTube account, where it was watched 8,255,525 million times and still continues to grow and be seen, it is also on their website, where it also gives a short description as to why they have created this campaign, the film is also on their Instagram, Facebook and Twitter pages. On Instagram this specific video that was viewed 17,937,086 times, which shows part of the Short Film, which is 1 minute and 30seconds went viral due to many influential people such as Bella Hadid (Model) reposting it and tagging the video in the Insta-story. This was then seen and reposted many more times, especially by other influential women. As well as Nike posting new videos and images to continue advertising this very important, empowering and moving campaign.
Image sourced from Facebook
On Facebook Nike have continued on their campaign by adding new videos and photos of different women of different ages, sizes, race, ect... to continue encouraging women to 'Dream Crazier'. This specific video, different from the original short film, has been viewed 3.5 million times, as well as having 2k comments and 7,116 shares. This is lower than on Instagram and YouTube, however this is most likely due to the fact that Facebook has somewhat become outdates as it used less, however facebook reaches a older target audience,that are perhaps in their 40s to 60s, that do not use Instagram or Twitter.
Image sourced from Twitter
Nike have also posted the short film on Twitter. On Twitter they have pinned the tweet so that it is the first tweet that is seen when you go onto Nikes Twitter page. This shows that they believe in the message they are trying to send to women. The film on Twitter has 30.5 million views. It has been retweeted (shared) 194k times and has 447k likes. This shows that they are reaching lots of people that believe in this message of female empowerment.
Image sourced from Google
This image of a young Serena Williams, followed by other athletes that where part of the short film was plastered on billboards so that it could be seem by the public that don't use social media as much as others. Most likely for the older generation that maybe don't know how to use the internet or for people that just chose not to use it.
Image sourced from HUH.
Nikes 'Dream Crazier' Ad Campaign was a extremely successful, so successful in fact that it overtook one of Nikes other successful campaign that included the NFL's most influential and most well known players, Colin Kaepernick. When conducting my research I could not find if Nikes sales increased but it is assumed so due to the amount of positive press and feedback that this campaign got, and due to the more recent women empowerment movement that is taking place, which this campaign perfectly fits and supports, as shown in the screen shot of a public member on twitter. Through out this ad campaign Nike have consistently been speaking out about the message of the 'Dream Crazier' campaign and backing the 'MeToo' movement by doing so. The audience can access this media product through Nikes Twitter account https://twitter.com/Nike.
The way that Nike advertised and marketed this ad campaign allowed them to reach a large target audience. This is due to them using YouTube, their own website and all of their official social media platforms, which are all broadcasted to the public 24/7 worldwide. As mentioned before due to the increase in women recognition and female empowerment this short film elevated and brought new meaning and understanding to how people view women in sports, especially women of colour, women that come from different backgrounds and ethnicities and women that chose to celebrate their beliefs and religions. It also allowed to bring awareness to the public of how women are treated when they are passionate or emotional about something that they love and that they hope to be successful in. The message that Nike are trying to portray and deliver has consistently been delivered to the public in a positive way. The audience can access this media product through Nikes Youtube account https://www.youtube.com/watch?v=whpJ19RJ4JY.
All the different media type products that Nike used and adapted are different from each other. An example is that on their official website, https://news.nike.com/featured_video/just-do-it-dream-crazy-film, the original short film is shown second on the Nike news page. The short film is shown with a short description of what the video is about, why they created the film and who is shown as well as who narrates the film, which is Serena Williams. The film includes different types of audio in order to make the audience feel sympathetic. For example they included music in the background, this is a non-diegetic sound. The music is quite enough to be able to hear the diegetic sound that is included in the video and to hear the narrator. However it is loud enough so that it can be heard. The music slowly speeds up, which shows the intensity of the video. People that are subscribed to Nikes news room and email service receive updates of new products and specifically new advertising campaigns, they are also usually people that have a athletic lifestyle and are interested in sports and sportswear, some examples would be aspiring athletes or personal trainers.
Whereas on Instagram the same video from Nikes website, is shown without a short description instead a short caption which says, "Show them what crazy dreams can do. #justdoit" this itself is enticing and captivating to an audience member, especially for their primary target audience, which is women, so it engages the audience by inspiring the audience to 'Dream Crazier' and be the best women that they can be. In the video the brand is established by including all of the athletes that the brand sponsors, meaning that each athlete has a Nike tick on their jerseys and on their uniforms, as well as including their tick and their slogan at the end of the videos. Instagram is mostly used by 13-35 year old people with a mix of both male and female users. They also are very likely to be following the health kick trend and most likely do some form of exercise, whether its going to the gym, class or just running. This means that they would own work out clothes, which Nike is trying to sell to the audience.
Nike have also posted the short film on Twitter. On Twitter they have pinned the tweet so that it is the first tweet that is seen when you go onto Nikes Twitter page. This shows that they believe in the message they are trying to send to women. The film on Twitter has 30.5 million views. It has been retweeted (shared) 194k times and has 447k likes. This shows that they are reaching lots of people that believe in this message of female empowerment. The 40% of Twitter users are between the ages 19 and 29, these are young adults that are most likely using and going to the gym, due to the health trend that is occurring. This means that Nike are using this ad campaign to promote a healthy lifestyle and their products in the film as well as women empowerment.
This image of a young Serena Williams, followed by other athletes that where part of the short film was plastered on billboards so that it could be seem by the public that don't use social media as much as others. Most likely for the older generation that maybe don't know how to use the internet or for people that just chose not to use it. Because the billboard is out in public it can be seen by anyone people from the age of 5 to the much older ages. This means that anyone that is following the health kick trend or are health enthusiasts. This can encourage people to buy the Nike products, due to seeing the the iconic Nike Logo and the inspirational quote that is plastered on the billboard.
Image sourced from Instagram
Nike creates their brand identity by placing their logo on all of their products, on all of their advertisements and on all of their social media platforms. For example in the short film Nike included athletes and teams that are sponsored by Nike so that the audience could see the iconic Nike Tick logo on all of the jerseys and uniforms, as well as also putting it at the end of the film so that the audience could see it and recognize the brand. They also use the logo, a black background with a white tick, on all of their social media platforms by putting it as the display picture on their official accounts so that the public can recognize the brand. This allows them to create a brand identity and increases their brand recognition.
Image sourced from YouTube
They also included their slogan 'Just Do It' at the end of the film so that they could promote the company as well as make it more recognizable to the audience members watching. Nikes slogan 'Just Do It' is very well known and recognizable to the public, this is due to years of marketing campaigns including this slogan.
Image sourced from Google.
Nike engages with different target audiences by promoting to the different target audiences using different methods. For example Nike advertise to the younger generation, Generation Z mid 1990s to early 2000s, using different social media platforms, such as Instagram, Twitter, YouTube, ect... They then advertise to their older target audience using billboards and tv adverts as they are more likely to see the advert on one of these advertising methods, due to the older target audience possibly not having social media accounts, or not knowing how to use the internet properly. As well as advertise to people who maybe don't follow Nike, this gives them a chance to see the advert without having to search up and follow Nike. This allows Nike to promote their products and this specific campaign to all ages and all people.
In this specific ad campaign Apple have only used YouTube to release these series of videos. On YouTube the official Apple account has 8.3m subscribers. This specific video musician Grimes, from the short video series, has 646,172 views, with 11k likes, the video was released on June 14th 2018, which is the month that all of Apples new products get advertised before the initial release in September, also known as Apple release month. They did also advertise one minute spots that aired during the FIFA World Cup so that they could get a broader reach and want for their products. The demand for their products would have increased from these advertisements due to the 3.5 billion viewers in 200 countries. They also had social and display ads on social media platforms, such as ads on YouTube and on other platforms such as Facebook and Twitter.
Image sourced from Facebook
On Apple's official facebook page the last time that they posted about the 'Behind the Mac' ad campaign, which was on the 30th of October 2018, the video got 142k views, 1.2k comments and 984 shares. The video includes black and white images of many influential people such as Shawn Mendes, who is a musician and singer/songwriter, and Paul McCartney, another famous singer/songwriter, using a Macbook to work. The video also has images of ordinary people using the Mac book to show that anyone can use the Mac it doesn't matter what job you have, if your in school or a celebrity working on what they are most known for, such as music.
Image sourced from Twitter
On Twitter, Apple got all the celebrities and the people that where included into the 'Behind the Mac' video to advertise the video on their own personal accounts. This is called having a celebrity endorsement or also known as a sponsored post by the celebrity or influencer. For example on Shawn Mendes's Twitter account, where he has 21.3m followers, he posted the video he was included in, he thanked @Apple for including him and then hash tagged the video with the ad campaign name '#BehindtheMac'. The video in his account was viewed 332k times and has 2k tweets, 12k retweets (shares) and 78k likes. They also posted on all of their accounts but they got very little views, likes, tweets and retweets.
All the different media type products that Apple used and adapted are different from each other. An example is that on their Instagram the videos are shown on their official account and on the accounts of all the people that took part in the short video series. The videos where shown with short captions that explained the video and with "Thank You's' and praises from the people posting. An example being on Shawn Mendes account, where he has millions of followers and impressionable fans, he posted the video he was included in, he thanked @Apple for including him and then hash tagged the video with the ad campaign name '#BehindtheMac'. The brand is established through the hash-tag, #BehindtheMac, that follows the videos. The hash-tag allows the public to engage with Apple, as they have been sending in pictures of them with their own Macs so that they can be part of the so called movement and campaign that is 'Behind the Mac'.
By posting their one minute long advertisements during the FIFA World Cup, it allowed Apple to reach a much broader audience which then allows them to influence and encourage more people around the world to buy their products. This is because the FIFA World Cup is viewed by 3.5 billion viewers in about 200 countries all around the world. However even though the advertisements where seen worldwide it doesn't mean that people went and brought Apple products, specifically the Mac. This is because majority of the countries that watch the FIFA World Cup, countries such as Brazil and Argentina, are mostly full of people that are in poverty or that are part of the lower classes, C2, D and E social grades, and have to prioritize the needs instead of luxuries that they may want, meaning that it didn't increase, they according to The Verge have fallen behind the competition as Apple were technically promoting older versions of the Mac. The audience can access this media product through Apple Youtube account https://www.youtube.com/watch?v=eRl5wi8JCnA.
The video series has been consistent across all forms as they all included influential people that are speaking about how the Mac has helped them to be more creative and how it has made working much easier and less complicated. They also posted all the videos on social media platforms, such as Instagram, Facebook, Twitter and YouTube. As well as posting actual one minute advertisements on TV in order to reach older demographics and so that the ads where broadcasted more globally. The video includes black and white images of many influential people such as Shawn Mendes, who is a musician and singer/songwriter, and Paul McCartney, another famous singer/songwriter, using a Macbook to work. These influential people then have to repost or comment about the advertisement they had take part in. This shows consistency of the message Apple are trying to convey, which is all about pushing the boundaries of creativity, as they included people that have to be creative on a daily bases. The audience can access this media product through Apple Facebook page https://www.facebook.com/apple/
The video series has been consistent across all forms as they all included influential people that are speaking about how the Mac has helped them to be more creative and how it has made working much easier and less complicated. On Twitter, Apple got all the celebrities and the people that where included into the 'Behind the Mac' video to advertise the video on their own personal accounts. This is called having a celebrity endorsement or also known as a sponsored post by the celebrity or influencer. For example on Shawn Mendes's Twitter account, where he has 21.3m followers, he posted the video he was included in, he thanked @Apple for including him and then hash tagged the video with the ad campaign name '#BehindtheMac'. The video in his account was viewed 332k times and has 2k tweets, 12k retweets (shares) and 78k likes. They also posted on all of their accounts but they got very little views, likes, tweets and retweets. This shows consistency of the message Apple are trying to convey, which is all about pushing the boundaries of creativity, as they included people that have to be creative on a daily bases. The audience can access this media product through Apple Twitter account and any celebrity that posted the videos account, in the exam above Shawn Mendes Twitter account https://twitter.com/ShawnMendes/status/1057377858526593024
P1(U20): Describe an existing media advertising campaign
M1 (U20): Evaluate different cross media advertising campaigns for consistency of
message
P1(U24):
Describe the media products for
an identified industry sector
Nike: 'Dream Crazier' Campaign
Image sourced from YouTube
P1: U20
Aims and objectives The aims and objectives of this campaign and the company was to shine a light on female athletes who have broken barriers, brought people together, as well as to inspire generations of athletes to chase after their dreams, whether they are the youth or part of the older generation, whether your religious or and finally if you have a disability you think you have holding you back or not. They have achieved these aims and objectives by included some of the most influential female athletes at this time into the shirt film, athletes of all races, classes, ethnicities and religions, some examples being Ibithaj Muhammad, who is the first muslim american women to wear a hijab while competing for the USA fencing team, such as Serena Williams (Tennis player), Simone Biles (Gymnast for USA Olympic team), Chloe Kim (US Women's National Soccer Team).
Aims and objectives The aims and objectives of this campaign and the company was to shine a light on female athletes who have broken barriers, brought people together, as well as to inspire generations of athletes to chase after their dreams, whether they are the youth or part of the older generation, whether your religious or and finally if you have a disability you think you have holding you back or not. They have achieved these aims and objectives by included some of the most influential female athletes at this time into the shirt film, athletes of all races, classes, ethnicities and religions, some examples being Ibithaj Muhammad, who is the first muslim american women to wear a hijab while competing for the USA fencing team, such as Serena Williams (Tennis player), Simone Biles (Gymnast for USA Olympic team), Chloe Kim (US Women's National Soccer Team).
Target audience
The primary target audience for this ad campaign is women and young girls of the age range of 10 to 50 years of age, any religion, any race, any class and any ethnicity. This is because the ad campaign shows many different diverse athletes that are known to have gone through struggles to get to where they are, whether that is because of race, class, age, ethnicity, religion or just because they are a women.
The secondary target audience would be men and young boys of any race, age, class, ethnicity, religion. They would be the secondary targets as they can too be inspired by this as campaign. They can also be inspired by this as it shows that being successful in any profession is hard and a struggle, especially for women. This can inspire young boys specifically that women are their equals in every way, whether that is in a specific sport or in other workplaces.
Key Messages
The key message of the 'Dream Crazier' ad campaign is to inspire women to follow their "crazy" and "unattainable" dreams, as well as to even 'Dream Crazier' so that they can be the best women they can be. This ad campaign includes athletes and revolves around female athletes but the subliminal message is to the women who don't believe they can achieve, possibly because of their own personal struggles and situation, this short film proves that if you 'Dream Crazier' you can. The whole campaign was created to contribute to the female empowerment movement and the 'MeToo' Movement.
Choice of Media:
Image sourced from Instagram
Nike have used all their media platforms to advertise this campaign. They have used cross media products to engage with their audience. An example the cross media products that they have used is by posting short film is on their YouTube account, where it was watched 8,255,525 million times and still continues to grow and be seen, it is also on their website, where it also gives a short description as to why they have created this campaign, the film is also on their Instagram, Facebook and Twitter pages. On Instagram this specific video that was viewed 17,937,086 times, which shows part of the Short Film, which is 1 minute and 30seconds went viral due to many influential people such as Bella Hadid (Model) reposting it and tagging the video in the Insta-story. This was then seen and reposted many more times, especially by other influential women. As well as Nike posting new videos and images to continue advertising this very important, empowering and moving campaign.Image sourced from Facebook
Image sourced from Twitter
Nike have also posted the short film on Twitter. On Twitter they have pinned the tweet so that it is the first tweet that is seen when you go onto Nikes Twitter page. This shows that they believe in the message they are trying to send to women. The film on Twitter has 30.5 million views. It has been retweeted (shared) 194k times and has 447k likes. This shows that they are reaching lots of people that believe in this message of female empowerment.Image sourced from Google
Image sourced from HUH.
The ad campaign also had a bunch of news articles written by well known and less known magazines and papers such as HUH. This brings awareness to the ad campaign, which then increases the number of views and talk about the campaign, which may be one of Nike aims in order for them to encourage women.
Approach
They release the short film predominantly on their social media accounts, which can be accessed worldwide 24/7. They did this as social media platforms such as, Instagram, Facebook, Twitter and YouTube are the most used apps and web-links used in this day and age. It is also the easies method to connect with an audience as well as use it as a method to get the ad campaign trending and make it go viral. On Instagram the video got 17,9m views and 68.4k comments. This is mostly due to influential personalities reposting and sharing the video on their personal accounts. An example would be Kendall Jenner who has 106 million followers. On Facebook they posted a different video as well as many other photos that add to the overall campaign. The specific video that they posted has been viewed 3.5 million times, as well as having 2k comments and 7,116 shares. On Twitter Nike pinned the original video so it was the first tweet to be seem on their account. The original video is their most viewed and most spoken about campaign. The video on Twitter has 30.5 million views. It has been retweeted (shared) 194k times and has 447k likes. On Nikes YouTube account, the short film was posted and it has 8,255,525 million views and 55k thumb sups (likes). Another approach that Nike took is by posting the short film on their website, which can also be accessed worldwide 24/7. They did this as a way to reach out to people that do not use what is know as the "stereotypical" social media platforms like Facebook and Instagram, such as the older generation that may use the internet. On their website they can also add other videos and images to the campaign all in one section, which can allow them to share more important and inspirational stories that can influence their readers and the general public.
Representation
The Ad campaign was created in order to represent women in a positive manner, in order to show the world that women are just as good as men and that they should be treated equal to men. The Ad campaign represents women very well. They are not stereotypical in any way; they in fact challenge stereotypes and stigmas that surround women. They did this by showing the hard, difficult and emotional times, then showing the successes that have come from those challenges that have then changed specific sports. For example at the start of the video the narrator (Serena Williams) say "If we show emotion, we're dramatic". Showing emotion, such as anger or being devastated and upset is a negative stereotype and stigma that is associated with women, it usually implies that they are crazy. So Nike decided to try and change that negative stigma into something positive where the narrator says, "Fine. Show them what crazy can do." This saying encourages women that have been called crazy to do what they believe in and what they have passion for, it brings hope for a change in the negative connotations that surround women and their stereotypes. In the shot film they have been very inclusive and have shown clips in montage style of a very diverse set of inspiration women who have broken boundaries down and who have open very important conversation in the world. Some of the more know women such as Ibithaj Muhammad, who is the first muslim american women to wear a hijab while competing for the USA fencing team, Serena Williams a black Tennis player who has won 23 Grand Slams, Simone Biles a black gymnast for USA Olympic team that has 4 gold medals and 1 bronze and Chloe Kim a white female player on the US Women's National Soccer Team. They have also included women of other ethnicities, such as asian women and latin women.
Campaign logistics
The ad campaign was released on February 24th 2019 onto all their platforms. They did encourage celebrity endorsements, but only for Serena Williams, she narrates and is shown in the short film, as she has a endorsement and sponsorship with Nike. From my research I have found no tv ads/radio ads. This is most likely due to the strong influence Nike has with just their social media platforms. The campaign was created to encourage women in the female empowerment movement, which includes the 'MeToo' Movement. Nike strategically chose Serena Williams to be the narrator of this short film as she is sponsored by the brand, and because she embodies what it means to be a strong, influential empowering women. This is because she won 23 grand slams, had a baby and return for a few months later.
Call to action
The call to action was the whole campaign. The as campaign 'Dream Crazier' is calling for women to fulfill what they may believe is a unattainable dream due to the stereotypes and stigmas that surround women. The campaign is encouraging women to step up and break those stereotypes and barriers that have been set to limit women, whether that is in the sports industry or in every industry. Throughout the film the iconic Nike tick is very subtly without most audience members noticing. They did this by showing the athletes that they sponsor meaning that the Nike logo is on all of their jerseys and uniforms. It is also shows at the end of the film right after their slogan 'Just Do It" for 3 seconds all by itself with just a black background. The use of this method slow engrains the idea to buy Nike products as they can theoretically lead to success, this is the only method that they used to lead the audience to buy their products, as they do not include websites or numbers.
Relevant legal and ethical issues
This specific ad campaign didn't have any legal or ethical issues as the campaign avoids all of the relevant issues. For example they avoid the ASA's offensive code, by avoiding cause offense to any race, religion, sex, sexual orientation or disability. They avoid this by shining a light on all the positive influential athletes that embrace these attributes. They also avoid this code by not including images and clips that can be harmful and offensive to children.
M1: U20
Regardless of the message you wish to convey, you need to be able to deliver it in a coherent manner across all of your marketing channels. Consistency helps to ensure your message is clear and understandable to everyone that is part of your organization whether that is internal or external. From this, with the use of multiple cross media products it will increase the consistency of the message being received by the target audience.
Image sourced from Instagram
The message that they are trying to convey and get across to the public is consistent across all forms of cross media products that they used, this is due to the company consistently posting different videos and images of women with inspiring short stories under the title 'Dream Crazier' about the women in the images and videos. For example in this image of 14 year old boxer Chantel Navarro, there is a caption that includes a quote from the boxer and a small amount of detail that explains why she is a boxer. They have continued this type of post and made it like a series in there Instagram in order to constantly convey their message of female empowerment. The audience can access this media product through Nikes Instagram account https://www.instagram.com/nike/.
Image sourced from Twitter
Regardless of the message you wish to convey, you need to be able to deliver it in a coherent manner across all of your marketing channels. Consistency helps to ensure your message is clear and understandable to everyone that is part of your organization whether that is internal or external. From this, with the use of multiple cross media products it will increase the consistency of the message being received by the target audience.
Image sourced from Instagram
The message that they are trying to convey and get across to the public is consistent across all forms of cross media products that they used, this is due to the company consistently posting different videos and images of women with inspiring short stories under the title 'Dream Crazier' about the women in the images and videos. For example in this image of 14 year old boxer Chantel Navarro, there is a caption that includes a quote from the boxer and a small amount of detail that explains why she is a boxer. They have continued this type of post and made it like a series in there Instagram in order to constantly convey their message of female empowerment. The audience can access this media product through Nikes Instagram account https://www.instagram.com/nike/.
Nikes 'Dream Crazier' Ad Campaign was a extremely successful, so successful in fact that it overtook one of Nikes other successful campaign that included the NFL's most influential and most well known players, Colin Kaepernick. When conducting my research I could not find if Nikes sales increased but it is assumed so due to the amount of positive press and feedback that this campaign got, and due to the more recent women empowerment movement that is taking place, which this campaign perfectly fits and supports, as shown in the screen shot of a public member on twitter. Through out this ad campaign Nike have consistently been speaking out about the message of the 'Dream Crazier' campaign and backing the 'MeToo' movement by doing so. The audience can access this media product through Nikes Twitter account https://twitter.com/Nike.
Image sourced from YouTube
The way that Nike advertised and marketed this ad campaign allowed them to reach a large target audience. This is due to them using YouTube, their own website and all of their official social media platforms, which are all broadcasted to the public 24/7 worldwide. As mentioned before due to the increase in women recognition and female empowerment this short film elevated and brought new meaning and understanding to how people view women in sports, especially women of colour, women that come from different backgrounds and ethnicities and women that chose to celebrate their beliefs and religions. It also allowed to bring awareness to the public of how women are treated when they are passionate or emotional about something that they love and that they hope to be successful in. The message that Nike are trying to portray and deliver has consistently been delivered to the public in a positive way. The audience can access this media product through Nikes Youtube account https://www.youtube.com/watch?v=whpJ19RJ4JY.
The overall delivery of the ad campaign has been successful so far, it has not caused any legal or ethical issues with the ASA and with the public. The message that Nike are trying to portray and deliver has consistently been delivered to the public in a positive way. It has encouraged positivity into the lives of the people that have watched the video and has positively added onto the already established women empowerment movement, as well as encourage the public to 'Dream Crazier' in order to achieve bigger.
P1: U24
The list below is a list of all the different types of media products that can be used to promote and advertise a marketing campaign.
- Magazine Ads
- Video Ads
- Social Media - Instagram, Twitter, SnapChat, Facebook.
- Website pop-ups
- Billboards - Static/Interactive
- Radio Adverts
- Bus Poster/Bus Stop poster - Static, Interactive
- Taxi Advert
- Tube Adverts - Billboards/Interactive videos
- TV Adverts
- Pamphlets/Leaflets/Brochures
Image sourced from Nike Website
All the different media type products that Nike used and adapted are different from each other. An example is that on their official website, https://news.nike.com/featured_video/just-do-it-dream-crazy-film, the original short film is shown second on the Nike news page. The short film is shown with a short description of what the video is about, why they created the film and who is shown as well as who narrates the film, which is Serena Williams. The film includes different types of audio in order to make the audience feel sympathetic. For example they included music in the background, this is a non-diegetic sound. The music is quite enough to be able to hear the diegetic sound that is included in the video and to hear the narrator. However it is loud enough so that it can be heard. The music slowly speeds up, which shows the intensity of the video. People that are subscribed to Nikes news room and email service receive updates of new products and specifically new advertising campaigns, they are also usually people that have a athletic lifestyle and are interested in sports and sportswear, some examples would be aspiring athletes or personal trainers.
Image sourced from Instagram
Whereas on Instagram the same video from Nikes website, is shown without a short description instead a short caption which says, "Show them what crazy dreams can do. #justdoit" this itself is enticing and captivating to an audience member, especially for their primary target audience, which is women, so it engages the audience by inspiring the audience to 'Dream Crazier' and be the best women that they can be. In the video the brand is established by including all of the athletes that the brand sponsors, meaning that each athlete has a Nike tick on their jerseys and on their uniforms, as well as including their tick and their slogan at the end of the videos. Instagram is mostly used by 13-35 year old people with a mix of both male and female users. They also are very likely to be following the health kick trend and most likely do some form of exercise, whether its going to the gym, class or just running. This means that they would own work out clothes, which Nike is trying to sell to the audience.
Image sourced from Twitter
Nike have also posted the short film on Twitter. On Twitter they have pinned the tweet so that it is the first tweet that is seen when you go onto Nikes Twitter page. This shows that they believe in the message they are trying to send to women. The film on Twitter has 30.5 million views. It has been retweeted (shared) 194k times and has 447k likes. This shows that they are reaching lots of people that believe in this message of female empowerment. The 40% of Twitter users are between the ages 19 and 29, these are young adults that are most likely using and going to the gym, due to the health trend that is occurring. This means that Nike are using this ad campaign to promote a healthy lifestyle and their products in the film as well as women empowerment.
Image sourced from Google
This image of a young Serena Williams, followed by other athletes that where part of the short film was plastered on billboards so that it could be seem by the public that don't use social media as much as others. Most likely for the older generation that maybe don't know how to use the internet or for people that just chose not to use it. Because the billboard is out in public it can be seen by anyone people from the age of 5 to the much older ages. This means that anyone that is following the health kick trend or are health enthusiasts. This can encourage people to buy the Nike products, due to seeing the the iconic Nike Logo and the inspirational quote that is plastered on the billboard.Image sourced from Instagram
Nike creates their brand identity by placing their logo on all of their products, on all of their advertisements and on all of their social media platforms. For example in the short film Nike included athletes and teams that are sponsored by Nike so that the audience could see the iconic Nike Tick logo on all of the jerseys and uniforms, as well as also putting it at the end of the film so that the audience could see it and recognize the brand. They also use the logo, a black background with a white tick, on all of their social media platforms by putting it as the display picture on their official accounts so that the public can recognize the brand. This allows them to create a brand identity and increases their brand recognition.Image sourced from YouTube
They also included their slogan 'Just Do It' at the end of the film so that they could promote the company as well as make it more recognizable to the audience members watching. Nikes slogan 'Just Do It' is very well known and recognizable to the public, this is due to years of marketing campaigns including this slogan.Image sourced from Google.
Nike engages with different target audiences by promoting to the different target audiences using different methods. For example Nike advertise to the younger generation, Generation Z mid 1990s to early 2000s, using different social media platforms, such as Instagram, Twitter, YouTube, ect... They then advertise to their older target audience using billboards and tv adverts as they are more likely to see the advert on one of these advertising methods, due to the older target audience possibly not having social media accounts, or not knowing how to use the internet properly. As well as advertise to people who maybe don't follow Nike, this gives them a chance to see the advert without having to search up and follow Nike. This allows Nike to promote their products and this specific campaign to all ages and all people.
Apple: 'Behind the Mac' Campaign
Image sourced from YouTube
The 'Behind the Mac' campaign that Apple have created shows the people what they can achieve with their Macs. The campaign highlights twelve real life stories of people using the Mac to solve problems that they may have, such as photographer Bruce Hall who is legally blind but used a Mac to edit and retouch photos and Artist Grimes to make her own music on her own terms by using a Mac as a portable recoding studio. This ad campaign shows a series of ordinary people and celebrities using their Mac to better their lives, from Opera Winfrey to popular musician Grimes. In order to show the aim of the campaign, which is to show that by using a Mac you can push your boundaries of creativity. This campaign has a wide target audience as they include people of all ages, races, religion and ethnicity in their campaign in order to show that the aim of Apples Mac is simple, effective, easy to use and for everyone no matter what. In this specific ad campaign Apple have only used YouTube to release these videos, they did also advertise one minute spots that aired during the FIFA World Cup, as well as social and display ads.
P1: 20
Aims and objectives
The aims and objectives of the campaign 'Behind the Mac' and the company is persuade their customers and their audience to by the new product that they are releasing, by highlighting how the users can push boundaries of creativity by using their products. This campaign was launched the same time that the new Mac Book Air was released in order to promote the new product and to increase their sales.
Target audience
The primacy target audience is wide target audience of all genders, races, ages, classes and ethnicities, as well as people with disabilities. This is because the younger generation, generation z (people born from the mid 1990s to the early 2000s), use Macs in their everyday lives for school and work. However the ad campaign also targets a older audience as in the campaign they included people that are of a much older age (40+) using the Mac to make their life easier and for work. An example is the use of legally blind photographer Bruce Hall using the Mac to edit and rework his photos at a larger scale, as he zooms into the necessary parts of his images so that he can see he art. Apple have also included women such as musician Grimes and people of colour such as Opera Winfrey, who is a celebrity and self made billionaire, and Peter Kariuki, a co founder and chief technology officer at SafeMotos.
Apples secondary target audience could possibly be people that are in the lower class's. For example people in the C2, D and E social grades. This could be due to the fact that Apple products are more expensive due to the brand name and the quality of the product. These specific classes may prioritize other needs that they need and want rather than prioritizing luxuries that they may want.
Key Messages
The ket message of the campaign is for the user to push and brake the boundaries of creativity. The ad campaign is trying to promote a more creative and more easy method to access to apps and creative tools that may be hard to access on any other laptop, such as Dell or Samsung. They have used twelve real life stories of people using the Mac to solve problems that they may have.For example by using a Mac as a portable recording studio allows the established musician Grimes to make her music on her own terms.
Choice of Media:
Image sourced from YouTube
In this specific ad campaign Apple have only used YouTube to release these series of videos. On YouTube the official Apple account has 8.3m subscribers. This specific video musician Grimes, from the short video series, has 646,172 views, with 11k likes, the video was released on June 14th 2018, which is the month that all of Apples new products get advertised before the initial release in September, also known as Apple release month. They did also advertise one minute spots that aired during the FIFA World Cup so that they could get a broader reach and want for their products. The demand for their products would have increased from these advertisements due to the 3.5 billion viewers in 200 countries. They also had social and display ads on social media platforms, such as ads on YouTube and on other platforms such as Facebook and Twitter.Image sourced from Facebook
On Apple's official facebook page the last time that they posted about the 'Behind the Mac' ad campaign, which was on the 30th of October 2018, the video got 142k views, 1.2k comments and 984 shares. The video includes black and white images of many influential people such as Shawn Mendes, who is a musician and singer/songwriter, and Paul McCartney, another famous singer/songwriter, using a Macbook to work. The video also has images of ordinary people using the Mac book to show that anyone can use the Mac it doesn't matter what job you have, if your in school or a celebrity working on what they are most known for, such as music.Image sourced from Twitter
On Twitter, Apple got all the celebrities and the people that where included into the 'Behind the Mac' video to advertise the video on their own personal accounts. This is called having a celebrity endorsement or also known as a sponsored post by the celebrity or influencer. For example on Shawn Mendes's Twitter account, where he has 21.3m followers, he posted the video he was included in, he thanked @Apple for including him and then hash tagged the video with the ad campaign name '#BehindtheMac'. The video in his account was viewed 332k times and has 2k tweets, 12k retweets (shares) and 78k likes. They also posted on all of their accounts but they got very little views, likes, tweets and retweets.
Image sourced from Twitter
All the different media type products that Apple used and adapted are different from each other. An example is that on their Instagram the videos are shown on their official account and on the accounts of all the people that took part in the short video series. The videos where shown with short captions that explained the video and with "Thank You's' and praises from the people posting. An example being on Shawn Mendes account, where he has millions of followers and impressionable fans, he posted the video he was included in, he thanked @Apple for including him and then hash tagged the video with the ad campaign name '#BehindtheMac'. The brand is established through the hash-tag, #BehindtheMac, that follows the videos. The hash-tag allows the public to engage with Apple, as they have been sending in pictures of them with their own Macs so that they can be part of the so called movement and campaign that is 'Behind the Mac'.
Approach
They predominately release the videos on social media platforms. They released the video series on Youtube and each video has a different number of views and likes. For example, the specific video that included musician Grimes, from the short video series, has 646,172 views, with 11k likes. Where as The video that Shawn Mendes posted on his twitter account he got 42k views, 1.2k comments and 984 shares. This is most likely due to the fact that on YouTube Apple only has 8.3m subscribers, where as Shawn Mendes on Twitter has 21.3, followers, meaning that more people saw the video that he posted. Apple also got other influential celebrities that where included in the video to post the video and briefly talk about the project, this is a new method of advertising and marketing, such as Tiffani Bova, a storyteller, reposted the video and the video got 125k views, 8k likes and 741 retweets. This approach in advertising and marketing, which is also known as a sponsored post, is very influential to the audience look up to the people that are posting these videos and it influences and persuades them to buy these products, because their idols are using and promoting them.
Representation
This ad campaign represents every type of person in a very positive way. The creators of the videos have challenged stereotypes and stigmas that have been placed. For example the stereotypes of people who are blind and them not being able to do anything creative due to them not being able to see. Apple challenged this stereotype by including legally blind photographer Bruce Hall in their ad campaign. This represented people that may have disabilities but that are also incredibly artistic and creative. The ad campaign is also very inclusive as they show all types of people, from different backgrounds, whether that is race, religion, ethnicity, gender, sexual orientation and age. This is important because it shows the audience the range of people that can use Apples products such as the Mac.
Campaign logistics
The campaign was release in June 3 months before September, which is also known as Apple release month, as they release all of their products in September. They released these specific ads on YouTube and on social media platforms. They released other shorter clips as TV advertisements, however these clips where just showing the Mac and not including the 'Behind the Mac' story during the FIFA World Cup. They did also encourage celebrity endorsements. This was shown by how Apple chose to advertise the campaign on social media. They used the people in the videos for the campaign to post or repost the video that they are in with a short description of the video. This is a new method of advertising and marketing, this method is called a sponsored post, meaning that the celebrity or influencer is paid to post about the product they are advertising.
Call to action
The target audience were asked to watch the videos and to see if the message that Apple where trying to convey affected and influenced them. They wanted to show the audience that you can do anything with Apple products and that if you buy their products you can become very successful. They were influencing and trying to persuade the audience to go and buy the new Mac. They also asked to visit the website and social media sites to find out more information about the product and what role models where using it.
Relevant legal and ethical issues
Apple have not had any issues with the codes that the ASA have set in place to protect the public. This is due to them avoiding having any legal and ethical issues. They did this by avoiding any thing that can cause offense to any race, religion, sex, sexual orientation or disability, which would cause offense to some people and break the Offensive Code that the ASA has put in place.
M1: U20
Regardless of the message you wish to convey, you need to be able to deliver it in a coherent manner across all of your marketing channels. Consistency helps to ensure your message is clear and understandable to everyone that is part of your organization whether that is internal or external. From this, with the use of multiple cross media products it will increase the consistency of the message being received by the target audience.
Apple's 'Behind the Mac' Ad Campaign was not very successful. During my research I found out that the series that was released is "dubbed 'Behind the Mac' at a time when many worry that Apple has lost the plot causing the Mac to fall behind the competition." (Said by The Verge). This implies that Apples sales decreased as they where essentially promoting the older versions of the Mac. However the Ad did encourage more creative and artistic people to buy the Mac due to the features that the laptop carries compared to other brands and other models.
Image sourced from YouTube
By posting their one minute long advertisements during the FIFA World Cup, it allowed Apple to reach a much broader audience which then allows them to influence and encourage more people around the world to buy their products. This is because the FIFA World Cup is viewed by 3.5 billion viewers in about 200 countries all around the world. However even though the advertisements where seen worldwide it doesn't mean that people went and brought Apple products, specifically the Mac. This is because majority of the countries that watch the FIFA World Cup, countries such as Brazil and Argentina, are mostly full of people that are in poverty or that are part of the lower classes, C2, D and E social grades, and have to prioritize the needs instead of luxuries that they may want, meaning that it didn't increase, they according to The Verge have fallen behind the competition as Apple were technically promoting older versions of the Mac. The audience can access this media product through Apple Youtube account https://www.youtube.com/watch?v=eRl5wi8JCnA.
Image sourced from Facebook
The video series has been consistent across all forms as they all included influential people that are speaking about how the Mac has helped them to be more creative and how it has made working much easier and less complicated. They also posted all the videos on social media platforms, such as Instagram, Facebook, Twitter and YouTube. As well as posting actual one minute advertisements on TV in order to reach older demographics and so that the ads where broadcasted more globally. The video includes black and white images of many influential people such as Shawn Mendes, who is a musician and singer/songwriter, and Paul McCartney, another famous singer/songwriter, using a Macbook to work. These influential people then have to repost or comment about the advertisement they had take part in. This shows consistency of the message Apple are trying to convey, which is all about pushing the boundaries of creativity, as they included people that have to be creative on a daily bases. The audience can access this media product through Apple Facebook page https://www.facebook.com/apple/
Image sourced from Twitter
The video series has been consistent across all forms as they all included influential people that are speaking about how the Mac has helped them to be more creative and how it has made working much easier and less complicated. On Twitter, Apple got all the celebrities and the people that where included into the 'Behind the Mac' video to advertise the video on their own personal accounts. This is called having a celebrity endorsement or also known as a sponsored post by the celebrity or influencer. For example on Shawn Mendes's Twitter account, where he has 21.3m followers, he posted the video he was included in, he thanked @Apple for including him and then hash tagged the video with the ad campaign name '#BehindtheMac'. The video in his account was viewed 332k times and has 2k tweets, 12k retweets (shares) and 78k likes. They also posted on all of their accounts but they got very little views, likes, tweets and retweets. This shows consistency of the message Apple are trying to convey, which is all about pushing the boundaries of creativity, as they included people that have to be creative on a daily bases. The audience can access this media product through Apple Twitter account and any celebrity that posted the videos account, in the exam above Shawn Mendes Twitter account https://twitter.com/ShawnMendes/status/1057377858526593024
The overall delivery of the ad campaign was successful, as they did not have any legal or ethical issues with the ASA and with the public. They where also successful in consistently sending out a clear and understandable message to the public. However the intended outcome of the campaign was not successful, it did not increase sales and it didn't really benefit the company. This is because in the videos they promoted the older outdated versions of the Mac and Apples customers and the public would prefer to see and would want a newer updated version of the Mac.
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