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Mr President

Core disciplines: Advertising/Creative, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

Nike UK APPROVED 230714 from Mr President on Vimeo.

Nike: +1 Engagement Strategy

Nike wanted to engage with women in Western Europe, but their competitive tone and approach was failing to resonate. We knew that unlike US women, European women are inspired by companionship and not competition. Together they run faster, longer, harder. So we created the “Nike +1” engagement strategy as a springboard for talking to this new market, resulting in a 15% uplift in EU engagement for the brand.

Through this ‘Collaboration not Competition’ positioning we developed ‘#ChaseSummer’, a campaign that focused on collective goals which crews of girls could smash together over the summer across sports, lifestyle and fashion. The goals were pushed out across Nike’s channels, from in store, to in app and social media.

Destination Run: Running with Influencers
 

Through the ‘Collaboration not Competition’ positioning, we developed ‘Destination Run’ to launch the new LunarGlide 6 shoe - which has both performance and style credentials. Knowing that many groups of women would be taking summer trips together, we positioned the LunarGlide 6 as the only shoe you need for your holiday - and, as such, encouraged women to design their shoe (using NikeiD) based on their summer destination.

Working with influencers we created over 40 shoes using the Nike iD technology. These influencers shared their designs along with guides to make the most of their holiday destination as a crew – from the best bars, to run routes, breakfast places & sundown spots.

The activity was a huge success, with sales of LunarGlide 6 shoes contributing to a 36% increase in Nike Europe year-on-year sales.

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