Interestingly enough, Kaepernick hasn't been featured in any of Nike's display, mobile, or social creatives. Considering Nike's digital playbook includes a good portion of social advertising, it's surprising Kaepernick wasn't splashed across those creatives.
Here's a look at the top Facebook creatives over the last week.
Time will tell if Nike will continue Kaepernick's presence over into their other digital ads.
Over the past twelve months, Nike’s digital advertising strategy has favored Facebook mobile - accounting for just over half of their digital spend. While video represents a quarter of their budget, the Kaepernick ad is Nike’s top creative by spend for the year.
Compared to competitors like Adidas, Nike is focusing more on social while Adidas has been spending on video. Year-to-date, Adidas has spent nearly 50% more on digital advertising but Nike is still leading by spend and impressions on Facebook mobile.
We'll keep an eye out to see if Kaepernick's likeness spreads into more of Nike's digital advertising creatives as the season goes on. Are you surprised that he's not already in more digital ads?
William Merchan is a data science, marketing analytics, advertising technology and startup veteran. He currently serves as chief marketing officer at marketing intelligence company Pathmatics, where he is responsible for brand growth and awareness. Previously, William built products and grew teams at DataScience.com, MarketShare and Yahoo!. He holds a BS in Business from the University of California Berkeley and an MBA from the Kellogg School of Management at Northwestern.