Nike’s Dream Crazy campaign and how it influenced views and opinions towards the brand
(2020) FEKH29 20192Department of Business Administration
- Abstract
- Purpose: In 2018 Nike launched an advertisement campaign called “Dream Crazy” that provoked
controversial reactions in social media and large coverage in the media. This qualitative study aims to find
out what Swedish students aged 19-24 think of specifically the political aspect of that campaign, and how
much it matters and influences their decision making when choosing products.
Methodology: Data was collected through in-depth face-to-face interviews and subsequently analyzed
through a method called thematic analysis as described mainly by Brown and Clarke (2006). The
interview guide was formed to accommodate the aim and purpose of the study, which allowed for some
themes to be created based on theoretical background, other themes... (More) - Purpose: In 2018 Nike launched an advertisement campaign called “Dream Crazy” that provoked
controversial reactions in social media and large coverage in the media. This qualitative study aims to find
out what Swedish students aged 19-24 think of specifically the political aspect of that campaign, and how
much it matters and influences their decision making when choosing products.
Methodology: Data was collected through in-depth face-to-face interviews and subsequently analyzed
through a method called thematic analysis as described mainly by Brown and Clarke (2006). The
interview guide was formed to accommodate the aim and purpose of the study, which allowed for some
themes to be created based on theoretical background, other themes were found through applying
guidelines from the literature.
Theoretical perspectives: The data material was mainly looked at through the lens of political
consumerism, however understanding theory regarding brand image, brand personality and brand
meaning was required in order to apply political consumerism to this case.
Empirical foundation: The empirical material is based on in-depth one to one interviews.
Conclusions: The participants generally viewed the campaign in a positive light and recognized that
Nike had an agenda. The agenda was seen as being based on either monetary gains or bringing awareness
to societal issues. Some participants argued whether or not Nike should engage in politics and societal
issues but the general consensus seems to be positive towards that Nike is trying to spread awareness
regarding the societal issues. There is definite cynicism throughout the findings illustrating how the
participants question Nike’s agenda and multinational companies in general. This is consistent with
previous literature regarding cynicism towards campaigns that use societal issues in their campaigns
(Edelman, 2019). A minority of the participants express some level of understanding for Nike’s financial
responsibilities. The societal issues that are brought up in the campaign do not seem to affect our target
group since they feel disconnected to the issue due to the physical and psychological differences. Price
and quality outweigh the political aspect and Nike’s choice to bring awareness to societal issues is
claimed to not have an effect on purchasing decisions, nor the view of Nike as a brand, by the majority of the
participants. (Less) - Abstract (Swedish)
- Syfte: Nike lanserade år 2018 en kampanj vid namnet Dream Crazy som skapade kontroversiella
reaktioner i sociala medier samt en hög grad av mediaexponering. Denna kvalitativa studie syftar till att ta
reda på vad svenska studenter med åldern 19-24 tänker kring den politiska aspekten av den här
kampanjen, och hur mycket det påverkar deras köpbeslut.
Metod: Materialet samlades in genom djupgående personliga intervjuer som analyserades genom
tematisk analys som beskrivs av Brown and Clarke (2006). Intervjuguiden formades för att uppfylla
forskningsmålen och syftet med studien, som tillät oss att skapa teman grundade i teoretisk bakgrund.
Andra teman formades genom att använda riktlinjerna skapade av litteraturen.
Teoretiska... (More) - Syfte: Nike lanserade år 2018 en kampanj vid namnet Dream Crazy som skapade kontroversiella
reaktioner i sociala medier samt en hög grad av mediaexponering. Denna kvalitativa studie syftar till att ta
reda på vad svenska studenter med åldern 19-24 tänker kring den politiska aspekten av den här
kampanjen, och hur mycket det påverkar deras köpbeslut.
Metod: Materialet samlades in genom djupgående personliga intervjuer som analyserades genom
tematisk analys som beskrivs av Brown and Clarke (2006). Intervjuguiden formades för att uppfylla
forskningsmålen och syftet med studien, som tillät oss att skapa teman grundade i teoretisk bakgrund.
Andra teman formades genom att använda riktlinjerna skapade av litteraturen.
Teoretiska perspektivet: Materialet granskades primärt genom ett synsätt som fokuserade på den
politiska konsumtionen. Förståelsen kring varumärkesbilden, varumärkespersonligheten och varumärkets
betydelse var nödvändig för att kunna applicera den politiska konsumtionen till studien.
Empiri: Det empiriska materialet är baserat på djupgående personliga intervjuer.
Slutsatser: Studien visar att deltagarna uppfattade kampanjen som något positivt och såg att det
fanns ett motiv. Om motivet tolkades som att Nike antingen försökte tjäna pengar eller sprida
uppmärksamhet kring samhällsproblem . Vissa deltagare ifrågasatte ifall Nike bör engagera sig i politik
och samhällsfrågor men den allmänna uppfattningen verkade vara positiv till att Nike försöker sprida
uppmärksamhet kring samhällsfrågor. Det finns en tydlig cynism kring Nikes motiv och globala företag i
allmänhet. Detta överensstämmer med tidigare litteratur kring cynism mot kampanjer som använder sig
av samhällsfrågor (Edelman, 2019). En minoritet av deltagarna uttrycker någon form av förståelse för att
Nike måste prioritera deras monetära ansvar. Samhällsfrågorna som tas upp i kampanjen verkar ha liten effekt
på våran målgrupp då dem inte känner sig varken fysiskt eller psykiskt nära problemen. Pris och kvalitet
väger tyngre än den politiska aspekten. Nikes val att sprida uppmärksamhet kring samhällsfrågor påstås
inte ha haft någon effekt på varken köpbeslut eller åsikter kring varumärket hos en majoritet av
deltagarna. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9004856
- author
- Brandberg, Oskar LU ; Myrefelt Norlinger, Mathias LU and Ngo, Kevin LU
- supervisor
- organization
- course
- FEKH29 20192
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Nike, Swedish consumer behaviour, Political Consumerism, Kaepernick, Political stance
- language
- English
- id
- 9004856
- date added to LUP
- 2020-02-24 09:12:43
- date last changed
- 2020-02-24 09:12:43
@misc{9004856,
abstract = {{Purpose: In 2018 Nike launched an advertisement campaign called “Dream Crazy” that provoked
controversial reactions in social media and large coverage in the media. This qualitative study aims to find
out what Swedish students aged 19-24 think of specifically the political aspect of that campaign, and how
much it matters and influences their decision making when choosing products.
Methodology: Data was collected through in-depth face-to-face interviews and subsequently analyzed
through a method called thematic analysis as described mainly by Brown and Clarke (2006). The
interview guide was formed to accommodate the aim and purpose of the study, which allowed for some
themes to be created based on theoretical background, other themes were found through applying
guidelines from the literature.
Theoretical perspectives: The data material was mainly looked at through the lens of political
consumerism, however understanding theory regarding brand image, brand personality and brand
meaning was required in order to apply political consumerism to this case.
Empirical foundation: The empirical material is based on in-depth one to one interviews.
Conclusions: The participants generally viewed the campaign in a positive light and recognized that
Nike had an agenda. The agenda was seen as being based on either monetary gains or bringing awareness
to societal issues. Some participants argued whether or not Nike should engage in politics and societal
issues but the general consensus seems to be positive towards that Nike is trying to spread awareness
regarding the societal issues. There is definite cynicism throughout the findings illustrating how the
participants question Nike’s agenda and multinational companies in general. This is consistent with
previous literature regarding cynicism towards campaigns that use societal issues in their campaigns
(Edelman, 2019). A minority of the participants express some level of understanding for Nike’s financial
responsibilities. The societal issues that are brought up in the campaign do not seem to affect our target
group since they feel disconnected to the issue due to the physical and psychological differences. Price
and quality outweigh the political aspect and Nike’s choice to bring awareness to societal issues is
claimed to not have an effect on purchasing decisions, nor the view of Nike as a brand, by the majority of the
participants.}},
author = {{Brandberg, Oskar and Myrefelt Norlinger, Mathias and Ngo, Kevin}},
language = {{eng}},
note = {{Student Paper}},
title = {{Nike’s Dream Crazy campaign and how it influenced views and opinions towards the brand}},
year = {{2020}},
}