NIKE FOOTBALL ON FACEBOOK by Akqa London for Nike

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NIKE FOOTBALL ON FACEBOOK

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Industry Sportswear, Athletic Footwear & Accessories, Sports and Health Clubs, Gyms
Media Promo & PR, Case study
Market United Kingdom
Agency Akqa London
Creative Director Phil Haworth
Designer Andreas Levin
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE
Product/Service: FOOTBALL COMMUNITY
Agency: AKQA
Date of First Appearance: Mar 1 2010
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/nikefootball
Chief Creative Officer: James Hilton (AKQA)
Client Partner: Geoff Northcott (AKQA)
Group Creative Director: Duan Evans (AKQA)
Creative Director: Phil Haworth (AKQA)
Senior Account Director: Gareth Nettleton (AKQA)
Account Director: John Wilson (AKQA)
Account Director: Jo Holdsworth (AKQA)
Account Manager: Ryan Griffin (AKQA)
Account Manager: Julien De Rosee (AKQA)
Senior Production Manager: Ian Applegate (AKQA)
Social Media Editor: Sherief Younis (AKQA)
Designer: Andreas Levin (AKQA)
Advertising Agency: Wieden+ Kennedy
Media placement: Social Networks - Facebook - August 2009

Insights, Strategy & the Idea
We set out to create a Nike Football network centered on exclusive, premium content, dedicated to maintaining a two way conversation with fans.

The Nike Football Facebook page removed the barrier between football obsessed teens and brand, sharing Nike’s football expertise, building credibility and authority through regular, informed interaction.
From players to product to bespoke training programmes, the page is the portal for rich, exclusive content Nike Football fans can actively engage with.

For the biggest games, our viewpoint is ready on the final whistle. And fans get in-depth, insider access to the biggest product and kit launches that bring them closer to the athletes.

We mirrored the fans’ passion for the game and ended up with more than just a page; we helped build the biggest football community on Facebook.

Creative Execution
We would create a regular stream of content exclusively for Facebook, to give fans a reason to go there.

We would have a dedicated writer/designer/editor team to keep the page constantly updated and to interact with the young footballers who posted there.

We would use Facebook as a channel to bring footballers closer to the professional players and coaches they idolise.

We would always provide a Nike POV, and never post anything that could be found on any other football website.

We would create integrated campaigns with Facebook specific extensions in the creative concept phase, rather than bolt it on later.

We would always stay true to our overarching goal of inspiring and enabling footballers to become better players through content, services and product.

Results and Effectiveness
From 0 fans to more than 10 million globally in December 2010. During the peak period, World Cup content reached over 1.1 billion impressions globally, and ensured that Nike was the most talked-about brand during the World Cup.

The Nike ‘Write The Future’ TVC went on to become one of the most viewed videos on YouTube, following 5 million fan pre-views on Facebook.

Interactions on the page reached 1.6 million and visits to the Nike Football Facebook pages during the tournament reached 10.9 million. On one of the busiest days, fans had ‘liked’ or commented on Nike posts more than 176,000 times.