Nike Promo, Case study WRITE THE FUTURE by Razorfish Portland

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency Razorfish Portland
Released May 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE
Product/Service: NIKE FOOTBALL
Date of First Appearance: May 22 2010
Entrant Company: NIKE COMMS TEAM, Portland, USA
: Advertising Agency (Wieden & Kennedy)
: Media Agency (Mindshare)
: Media Agency (Razorfish)
: Media Agency (Wieden & Kennedy)
: Digital Agency (AKQA)
Media placement: TV Campaign - Champ League Finals - 22 May 2010
Media placement: Facebook Engagment Takeover - Facebook - 22 May 2010
Media placement: Youtube Home Page Takeover - Youtube - 22 May 2010
Media placement: X-Box Live Takeover - X-Box - 22 May 2010
Media placement: Print - 442 Magazine - 22 May 2010
Media placement: OOH - Global - 22 May 2010

Insights, Strategy & the Idea
Nike’s goal was to lead the conversation and energy of the largest, global football event without being an official sponsor. We wanted to be the brand that not only won the battle of inspiration but also the battle of participation via social media. If we could get those campaign layers working together, we knew we could create a positive disruption around the globe for Nike.

And thus, Write the Future was born.

It became our messaging platform that allowed Nike to show how football created a ripple effect through our world…the good and the bad. We inspired the world through a 3-minute launch film that set-up the story and then we invited footballers to participate in experiences where they could Write Their Own Future through physical events and social media.

Creative Execution
Nike’s social community became the heartbeat of the Write the Future effort. Long before the tournament began, Nike decided to build their social channels to have a vibrant community established to activate them around the big event.

When it came time to launch the 3-minute film, we gave our community the exclusive premier to see and share it first. From there, we launched the film to a broader audience to create a positive, social disruption around the world. We worked with Facebook to execute the first ever global takeover of their site across 20 countries on the eve of the Champ League Final. In literally one day, we quadrupled the size of the community from 1.1 to 4.8 million fans. It is now over 12 million fans.

Once the community was established, we developed exclusive experiences for them to get involved in Writing their Own Future throughout the big tournament.

Results and Effectiveness
“Other companies who want to win with social media should take note.”
Harvard Business Review

“The World Cup has been won. And the winner is Nike.”
The Telegraph

The quotes from the press speak for themselves. Nike was successful in connecting with consumers, driving conversation and creating community around the biggest global sporting event.

The key metrics:

1) Nike global product orders were up 7%
2) Nike Facebook community quadrupled from 1.1 to 4.8 million in one day. It is now over 12 million fans.
3) Nike sentiment / brand buzz was twice adidas and 30% of the overall football conversation