Nike India has finally joined the bandwagon of brands bitten by the new buzzword ‘Content creation in video format’. Before Nike it was Reebok that roped in Kangana Ranaut with #fittofight & central idea of how she fought the odds & asking people to tell their story (Such a unique concept, isn’t it?).
Coming back to Nike. It has a catchy number ‘Da Da Ding’ song, athletes like Joshna Chinappa, Shweta Hakke, Rani Rampal, Gabriella Demetriades, Ishita Malaviya, Jaie Bhadane, Naina Mansukhani, Swetha Subbiah, Jyoti Ann Burrett, Tanvie Hans and Bollywood actress Deepika Padukone & many other performers living up to the spirit of the song. To add on, it’s a very nicely shot video. (But that’s it)
I mean at a logic level the video seems a big con.
> First, how many of the athletes, in the video can even afford a Nike?
> Second, if Nike is so passionate about Women empowerment plus sports, what kind of support have they bought on the table for these players? Where is that story?
> Lastly, if you want to create content for the Indian market, at least don’t rip it off (i mean inspired) from Under Armour. (Surprised??? See both the videos below)
Now addressing the elephant in the room, ‘Content marketing’.
I think a majority of Marketeers have a misconception about content marketing.
First of all, the key mistake is that most of the marketing teams make is that they create content which supports the brand or its products. Hence the content is created mainly because someone asked it to & not because it meets a customer need. Lastly, after creating content what is the objective? Just to trend or to add value??? Pls understand the core for any communication is Insight, with Strategy / Core thought as out layer & this helps to form the central idea of the campaign. From the central idea stems various relevant media amplifications in its nature. One of the ways of communication is Content marketing & in the core lies its relevance to its customers. Sadly, with only the online video, Nike has just created a buzz on social media that shall be forgotten in sometime.
Lets take the case of Reebok. They have a story of a celebrity – OK. So? The celebrity asks people to submit their story. Really? Guys, it’s a done & dusted idea. What worked 5 years back is already ancient. Secondly, what will you do once you collect the stories? Publish, trend, give them rewards? Was the objective only to trend & get traffic or do something more important?
Back to Nike. The theme song will trend. People will share & repost & that shall complete the media objective. But how relevant shall be the content in coming months. Was this idea confused with the term ‘Strategy’? All I hope that this is a part of big picture & not the picture itself.
