Dream crazier with your marketing communications

Back in 2018, Nike launched the somewhat controversial Dream Crazy advert. In the ad, American Football star, Colin Kaepernick, fronted a campaign, which really got people talking. In the latest Nike advert, Serena Williams tells women to Dream Crazier. Here, Jade Ziola-Sammons, junior account manager at Stone Junction, explores the use of powerful messaging for engineering marketing campaigns

Back in the 2018 ad, Kaepernick voiced and stared in the short film, where he spoke about sacrificing everything for what you believe. Lesser known athletes, such as Isaiah Bird, who was born without legs, yet at ten years old has become a force to be reckoned with on his school wrestling team, are featured alongside global stars like LeBron James, Odell Beckham and Kaepernick himself.

In the most recent ad, which was released earlier this week, world number one women’s singles tennis star, Serena Williams, takes negative portrayals of women in sport and turns them into motivational statements.

Williams delivers lines including, “If we show emotion, we’re called dramatic” and “When we stand for something, we’re unhinged. When we’re too good, there’s something wrong with us. And if we get angry, we’re hysterical, irrational or just being crazy.”

In anticipation of the Women’s World Cup, which Nike is a title sponsor, and in an age where movements like #MeToo and #TimesUp are continuing to spread the message of unity and power, the Dream Crazier advert is aptly timed.

But, is there anything that STEM organisations can take from the campaign?

While hiring international superstars would be fantastic for a STEM PR campaign, they wouldn’t be hugely relevant to the messaging and would likely blow any marketing budget out the water. What is actually more important than securing a big name, is making your own mark on a relevant industry discussion and speaking up on important issues.

Topics like Women in Engineering or the detrimental engineering skills gap are key issues affecting STEM industries at the moment. Highlighting work that you or your organisation is doing to support or combat the issue will gain traction.

You can add your opinion through feature editorial in key publications, shorter articles on your website blog, or even supporting journalists with interviews and general insight. It’s all about positioning your business as a reliable and relevant source on the topic.

If you’re ready to dream crazier, Stone Junction can help. Get in touch with me on +44(0)1785 225416 or email jade@stonejunction.co.uk for an informal chat.

Jade Ziola-Sammons

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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