Shape audience perception

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Reference no: EM133940098

Katlyn Bone

Social media has transformed how brands build visibility, shape audience perception, and drive engagement. When executed with authenticity and emotional intelligence, it becomes a powerful tool for influence. However, misuse can trigger backlash and damage credibility. Get instant assignment help from top tutors.

Positive Example: Nike's "Dream Crazy" Campaign

Nike's 2018 "Dream Crazy" campaign featuring Colin Kaepernick is a highly effective example of positive influence through social media. Nike aligned their messaging with social justice, courage, and authenticity-driving conversation across platforms. This aligns with one of the strategic pillars of content marketing: grounding campaigns in core beliefs and brand purpose to build meaningful affinity (Harris, 2025).

Why It Was Positive:

· Deep emotional resonance and cultural relevance.

· Increased sales and loyalty despite initial controversy.

Negative Example: Pepsi's Kendall Jenner Campaign

Pepsi's 2017 campaign illustrates how social media influence can go wrong. In an attempt to leverage protest imagery, Pepsi trivialized serious cultural movements. The reaction was overwhelmingly negative, as the campaign lacked authenticity and sensitivity.

Reference no: EM133940098

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