Last year Nike was quite worried that a major marketing campaign to get kids moving (and buying Nike products) might lose out to the increasing attention on keeping kids hydrated. At the time I didn’t really understand the concern as both were good causes that led to more healthy kids. But I guess it’s difficult to get families to buy Nike shoes when they’re thirsty versus when they’re out on the court.
Anyway, it was a good worry, because the media left the exercise storyline for hydration.
Of course, hydration stories are cyclical and advance with the onset of summer and decline as winter approaches. But the summer spike is upon us and and hydration and children topics are up +7 points or +13 percent at a 54 rating, 1 point shy of last summer’s high of 55.
Unfortunately, Nike ignored the drop in exercise coverage and the corresponding increase in hydration storylines (Children and Physical Activity topics are off -17 percent over the prior year). Not that Nike has a solution to hydration needs, yet. But the take-a-way is simple. Marketers banking on specific topics to lift their brands and related products should track the buoyancy of the underlying topic (and competing topics). With 85 monitored topics and trends in the Teens and Children Sector, Nike has plenty of media monitoring opportunities at their disposal.