Labor Day Social Media Analysis

To continue the analysis of the most clickable brand content marketing, let’s talk about the social media aspect of each.

Nike & Colin Kaepernick

I first discovered the campaign on Twitter and was so interesting I immediately went to Youtube to watch the full video. This campaign was MADE to be shared. It succeeded by making Nike the thing to debate and discuss. I read an online estimated that the campaign has already earned Nike $43 million in advertising value. Every media outlet covered the campaign and Nike didn’t have to pay a cent for anyone to write about them. I immediately shared the campaign myself and expressed my support.

Fragrant Jewels

I discovered the campaign first through an email campaign, then was targeted by Facebook ads. Each day the company offered a new scratch off coupon for a new deal for 5 days. I would say it succeeded as I did make a purchase with a sweet deal on day 4, but I had no intention of sharing it and clogging up my friends newsfeeds with coupons.

Cricut Back-to-School Crafting projects

I received an email on Cricut’s teacher organization and decorating projects. It was then followed by Instagram sponsored ads in my feed. I bookmarked the cutting crafts featured, but didn’t place an order for any new digital downloads or supplies. I also didn’t share the projects. The reason is privacy though as I am the only one in my friends group that currently has invested in a Cricut Maker (they run about $400). I selfishly didn’t want to see requests from friends to make them these projects for their classrooms. While this campaign seemed pretty targeted to my household as a Cricut Maker and a teacher’s domestic partner, I would say there wasn’t much value in revenue. However, I definitely see the value for owning a Cricut Maker each time they do send me new projects.