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There probably couldn't be two more contrasting campaigns being talked about in one week than the 30th anniversary Nike's Dream Crazy commercial fronted by Colin Kaepernick and the single Listerine sponsored post by Instagram 'influencer' Scarlett Dixon. What they have in common is controversy. This is not uncommon as a marketing strategy - for instance, it has been used deliberately by the likes of Ryanair and Protein World in recent years. Controversy as a marketing strategy usually includes a planned PR response to prompt and challenge any criticism quite aggressively and so generate further attention. It's a model that suits social media - be offensive, react defensively and repeat. Success is judged by the scale of reaction - and support of a fan base. Nike knew it was courting outrage from President Trump (a master of the offence + aggressive defence play) and those opposed to the 'take a knee' activism of NFL players with its sponsorship deal that sees Kaepernick as the lead face and voice of the campaign. It would also have anticipated criticism for taking a stance by aligning the brand with the purpose of this activism against police brutality towards people of colour. It was easy to predict a backlash from various quarters - including complaints about Nike's own performance regarding ethics and inclusivity. Interestingly, Nike has not adopted the offend-defend PR reponse. It has stayed silent allowing others to speak up - and speak out - for and against the campaign. Its Twitter feed for instance, simply quotes from the commercial with zero engagement with the hundreds of others tweeting their support or anger. Controversy over the Listerine post is somewhat more bemusing. But perhaps it also speaks to the role of 'influencers' and how brands choose to work with them. In case you've missed this storm in a teacup - it relates to a stylised image that has been reported as a perfect example of how artificial the world of influencer marketing has becom

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Trevor Young | PR Warrior | author, speaker - social media, content marketing - Melbourne, Australia