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Nike wins over moderates with Kaepernick TV ad according to Swayable (YC W18)
- ajiang 8y agoReally interesting study. Goes without saying that this would be a lot more impactful if it came with demographic breakdowns and confidence intervals. It did get me curious as to Swayable's methodology, which isn't really listed on the website (or I didn't find it in a cursory review). Finally, this would all be more meaningful to view it from a specific purpose lens. Do we care about whether or not it affects sales? Then perhaps it would be helpful to know the results from likely buyers. Do we care whether it affects voters? Then a view of likely voters is relevant. In any case, I love blog posts like this that share data. I almost always wish they'd dive a little deeper.
- vcoffman 8y agoThanks for your feedback. You're totally right, demographic breakdowns and confidence intervals are important. There's a link to the demo at the bottom of the blog post where you can see that. The little gray lines on each graph indicate the confidence intervals. The bars are grayed out if the result isn't statistically significant. There several demographic breakdowns available as well.
- Fjolsvith 8y ago"These results offer a perspective on a question that is becoming more and more important for brands: can taking a clear stand in favor of core values be a winning strategy, even when that stand is opposed by a segment of the public as well as the president? Just measuring reactions on social media would argue against this — with the hashtag #boycottNike trending on Twitter. However, social furor and engagement from those active online and overall sentiment of those actually viewing the ad may not be correlated based on Swayable’s research. Instead, this research suggests that the furor is limited to a few specific groups." Without demographic breakdowns, one could suggest anything.