Just Earn It: Kaepernick Spot Delivers 2-to-1 Social Vs. Paid Value

Nike's media campaign supporting its new "Just Do It" spot featuring controversial NFL protester Colin Kaepernick delivered a two-to-one ratio of "earned" to paid media, according to an analysis released by Kantar Media.

While Nike spent about $4 million on paid TV advertising buys (see schedule above), it generated about $7.6 million in earned media value, based on an analysis conducted by Kantar Media social analytics partner Hookit.

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