The effective use of video content is one of the universal mediums that business entities promote their products. Promotional videos are typically preferred to other mediums because they are quite engaging, more memorable and favored among target consumers. Branding videos are frequently used by marketers to raise brand awareness as well as attract new target consumers for their products.
Nike’s Better for It is one notable campaign that undoubtedly succeeded in persuading the intended audience. The video features women adorning sporting jerseys. Particularly, one woman attempts to fight pessimism through sport and alleviate stress through active exercising. Hinde mentions that the woman’s thoughts are meticulously capture before, during and after workout activities. Belatedly, she accomplishes her goal, a task she previously considered impossible. Nike looks to create awareness about sporting wear for women. The purpose of the brand video was to engage feminine consumers as the video represented the inner thought of women when participating in sporting activities. The video served its purpose of capturing the attention of the audience because it highlighted the relationship between sport and self-esteem. The video hints to the intended audience on how the modern fashion they wear can equally have a direct bearing to their self-esteem. The lighthearted and empowering tone of the video manages to capture the attention of women focused on striving for progress and not excellence.
The use of video is standard in modern promotional campaigns. The videos are engaging and an audience can mute the dialog and allow the video to convey the intended message. Nike’s brand video heightens awareness by expecting the audience to establish the connection between determination and self-esteem. The video is a testimony that women can overcome barriers preventing them from reaching their full potential.
Hinde, Natasha. “Nike’s Better For It Campaign Proves That Even Those With An ‘I Can’t’ Attitude, Can”. The Huffington Post, April 17, 2015. https://www.huffingtonpost.co.uk/2015/04/17/nike-better-for-it-campaign-fitspiration_n_7085372.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAACdRu8nYIXIlGVyKgbrYc62xX2N24BJ9JBDQ-NZc0jnT9egOrj1RI0_BHNi4uOxwPCQ5q594EJRYB-2MlFprmLi8bwSpboCrvGGGGWM3ksY43S_fsoElw5EPCdBi3cl1_-ew4ArgwJJSVetsaLEl8oBAxF-DOXVSrn54dgoIzOFp. Accessed April 14, 2020.