Crisis and Issues ManagementServices
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Learnings from Nike’s Dream Crazy Advertisement
Last week Nike unveiled Dream Crazy, its boldest and most controversial advertisement that reaped a whirlwind of mixed reactions.
Its detractors, including the President of the United States, were scandalized and enraged by the sport brand’s foray into politics. Some even threatened to burn Nike shoes. Its supporters, however, contributed to a 31% increase in its online sales.
The episode raises the question of whether a brand should wade into a toxic political atmosphere and it has profound implications for marketers to millennials, particularly in Indonesia where we are in the midst of a divisive presidential election campaign.
On the surface, Chinese ride-hailing service behemoth Didi Chuxing seems to have read the playbook on crisis management.
When it came under a barrage of criticism after a driver in its carpooling service, Hitch, raped and murdered a female passenger last Friday, it said and did what you’d expect a responsible company to do.
It deployed what industry calls the 3Rs of crisis communications. It expressed Regret — Didi extended their condolences to the grieving family and professed deep regret for their shortcoming; Reason — They humbly and touchingly admitted that the unfortunate incident happened because they prioritized growth over safety; and Remedy – They fired two high-profile executives, indefinitely suspended Hitch nationwide, and reprioritized safety in their entire operations.
The 3Rs are sufficient in most instances to neutralize criticism and allow the company to get on the road to recovery. This, however, did not happen. Instead, the criticism of Didi carries on unabated and is starting to look worse by the day.
“The Maverick team imbues the perfect PR combination of passionate pitching and commercial thinking.
The team has an innate ability to understand their client’s philosophy and work hard to develop campaigns that resonate locally while protecting the client’s ethos. The Maverick team was a key player in the successful launch of Dyson in Indonesia; meticulously organizing press visits, launch event and product review program. With it garnering first rate coverage.”
“I’m glad to be supported by a group of professional and reliable people such as the Maverick team.
They know how to handle crisis composedly, are able to deliver what is promised and agreed, and always willing to go extra miles to achieve our objectives. We can always depend on the Maverick team to come up and share insights about communications & media strategies. By the end of the day, all those qualities are what make us see the Maverick team as more of a partner than client-agency relationship.”
“We worked together with Maverick through a difficult situation,
but Maverick’s professionalism, availability, and composure managed to help us contain the damage, going beyond communications strategy. Also, the quality of their work remained consistent, helping us not just to manage the situation, but also to create an awareness for our newest product as an effort to move on from the situation.”
“Working with the Maverick team has been a wonderful pleasure.
We have always been looking for a partner that not only knew what we needed, but could also augment our strategy and take our brand to the next level in Indonesia. We are happy to have a highly committed and forward-thinking team that is equally passionate for our brand and business. Not only do they understand every assignment, they are always prepared with great ideas, sound counsel and strategic advice.”
“Maverick has shown great integrity during years of partnership, is able to deliver results and exceeds expectations at times.
As a partner Maverick also went further than just receiving and executing requests. They were able to balance our views on occasions, even though it was different from our initial decision. The team was always responsive and able to talk through different channels, from conventional media, digital media, and even social media influencers and communities.”
“We have been working together for more than two years.
Maverick is a professional PR partner proven in resolving crisis management and maintaining OPPO’s good reputation in Indonesia. We hope the cooperation will continue so in the future we will have better outcomes and result in the increase of people’s awareness of OPPO brand in the Indonesian market.”
“Maverick has been working with Airbus Group over the last 10 years.
I’ve always been impressed by their high quality work and their ability to provide flawless execution under challenging conditions. The work undertaken by Maverick has certainly played a key role in enhancing the awareness of Airbus Groups and its products in the Indonesian market.”