Just Earn It: Kaepernick Spot Delivers 2-to-1 Social Vs. Paid Value
- by Joe Mandese @mp_joemandese, September 13, 2018
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.
