As Nike’s marketing muscle shifted increasingly towards digital, it turned to us to help extend that transition in multiple ways. In an ongoing partnership spanning several years, we have helped develop initiative for Nike ranging from CRM and social media to influencer campaigns and corporate responsibility.
Every aspect of Nike’s digital communication needed to balance targeted tactical goals with the awe-inspiring storytelling that defines the Nike brand. This effort demands distilling brand communication ideas generated for a global scale into more local and customized experience that enable individual customers to engage with Nike on a one-to-one basis.
Everyday, consumers and local influencers broadcast their sweat and hard work on multiple channels. Each of these chroniclers represents a unique opportunity to foster an authentic consumer relationship.
Getting Our Game On- From retail to social and CRM, we developed a series of digital solutions that help translate Nike’s global message in more targeted ways for individual consumers.
Digital Retail CRM: Enhanced Customer Profiles- Nike’s CRM team asked us to imagine a CRM-focused digital kiosk at retail that would help strengthen its customer information database. We looked beyond retail and recommended that Nike use its ongoing sports- related event sponsorships as an additional, previously untapped opportunity to break out of the box.
Nike’s World Cup viewing parties offered a perfect opportunity to test this expansion. So we kicked off the Nike Soccer Shootout, an interactive, soccer-centric experience capable of engaging fans and collecting data both in stores and at events.
Mobile Experience: Playing to Consumer Passions- To complement its tail and event kiosks, we created the Nike Soccer Shootout mobile experience to solicit interest information from visitors before leading them through a series of tactical and trivia challenges. At the end of the quiz, each user is recommended an ideal Nike shoe for his or her prefered style of play and invited to share his/her quiz score on Facebook and Twitter.
Promoting the site at stores and events, including the World Cup Players Lounge in its flagship New York City Niketown store, marked a successful first step for Nike into event-based data capture.
Social Media: Turning Influencers Into Heroes- With the launch of new fitness wearable, Nike sought to build engagement via digital content and OOH advertising marked by the hashtag #GameOnWorld. We were tasked with translating this massive global campaign into success at the local level by making it feel like a local phenomenon in neighborhoods up and down the West Coast.
To do this, we set up a comprehensive social monitoring and engagement program that allowed us to zero in on everyday athletes. Once we identified the most active and influential local runners, ballers, hikers and bikers in each community, we connected them to the #GameOnWorld campaign, pushing the program forward at the grassroots level.
As consumers began to take up the challenge, we celebrated their hard work and discipline with daily social storylines.
We elevated local consumer contributions into campaign communication – turning UGG into digital ads for #GameOnWorld.
To reach a broader audience, we also took local influencers out on high-energy photo shoots and portrayed them in the same heroic light as their professional counterparts.
Hand-in-hand with athlete storytelling, we used digital channels as a connection to point to local events, in-store promotions and product releases.
CSR: Designing A Better World- In a separate arena, Nike challenged us to turn its 178-page Corporate Social Responsibility Report (CSR) into an intriguing online experience.
Our re-imaged CSR experience helped Nike fans and shareholders engage more deeply with the company through exclusive interviews with leadership and behind-the-scenes videos that explore Nike culture innovation and community involvement.
The sight is highlighted by an interactive map pinpointing every Nike factor throughout the world. Visitors are able to select from any of 46 countries to learn about Nike employment information for that territory, including factory demographics, total sales, and the manufacturing profile.
The site also offers quick links to company information, such as environment goals, company processes and employment policies, while presenting visual data that ranks Nike’s social impact, resource utilization and sustainable practices.
Our initiatives helped a global engage fans on a personal level, while our local social engagement program for the West Bost outpaced operations for other cities participating in the Nike+ campaign nationwide. Together, they drove significant activity for Nike’s most coveted metric: athletes at play.
- +12k Local mentions of Nike LA Program
- +219 Local consumers profiled in campaign
- +93MM Social reach for @NikeLA
- +10MM Nike+ miles ran
- +200MM Nike wearable points earns