Nike Promo, Case study WE ARE ONE by Doubleyou

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Spain
Agency Doubleyou
Executive Creative Director Frédo Sanz
Creative Director Luis Gaitán
Art Director Carlos Adan, Fernando Alcázar
Copywriter Jesús Revuelta, Trini Rodríguez
Designer Maria Fernanda Garcia, Amparo Perez, Isabel Espona, Álex Marull
Released May 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NIKE
Date of First Appearance: May 21 2009 12:00AM
Entrant Company: DOUBLEYOU, Barcelona, SPAIN
Entry URL:
Executive Creative Director: Frédo Sanz (DoubleYou)
Creative Director: Luis Gaitán (DoubleYou)
Copywriter: Jesús Revuelta (DoubleYou)
Copywriter: Trini Rodríguez (DoubleYou)
Client Services Director: Marcos Da Gama (DoubleYou)
Account Director: Toni Polo (DoubleYou)
Account Manager: Luis Ortiz (DoubleYou)
Art Director: Fernando Alcázar (DoubleYou)
Art Director: Carlos Adán (DoubleYou)
Designer: María García (DoubleYou)
Designer: Isabel Espona (DoubleYou)
Designer: Àlex Marull (DoubleYou)
Designer: Amparo Pérez (DoubleYou)
Interactive Director: Héctor Sánchez-Pajares (DoubleYou)
Technical Director: Javier Urbaneja (DoubleYou)
Client-Side Programmer: Francesc Bonet (DoubleYou)
Client-Side Programmer: Nahuel Scotti (DoubleYou)
Client-Side Programmer: Mònica Comas (DoubleYou)
Server-Side Programmer: Laura Ramos (DoubleYou)
Multimedia Designer: Octavi Figueras / Francesc Pera (DoubleYou)
Media placement: Website - Internet - 21 May 2009
Media placement: Facebook Application - Facebook - 21 May 2009
Media placement: Banner Campaign - Sports Newspapers Websites - 21 May 2009
Media placement: Online Video - YouTube - 21 May 2009

Results and Effectiveness
Participation during the action, with 1,778,405 users visiting the website from all over the world, meant that personalised shirts were being created at a rate of more than one per second. The project was launched on 22 May, and led to a total of 218,709 virtual shirts being created, 109,952 of which were posted on users’ social network pages, while more than 21,000 users joined the We Are One page on Facebook. The new Nike strip could be seen all over the Internet and became a symbol of FCB’s success, with an incredible cost/impact ratio.

Creative Execution
The project involved distributing digital shirts with the new FCB strip online, and allowing users to personalise them, turning them into a symbol of the fans’ passionate support for their club and identification with its colours that week. In practice, this led to a website being set up,, where followers could “create” their own 3D shirt, personalise it with their name and number and export it to upload it on their blogs, websites or Facebook pages. A dedicated page was also set up on Facebook to channel all the expressions of support for the club. This initiative managed to channel all the feelings of the fans (our target audience) through an online campaign that encouraged them to get involved by creating their own Barça shirt, but above all by using social network features to boost dissemination/virality.

Insights, Strategy & the Idea
Nike wanted to harness the emotions running high during the magical week for FC Barcelona when the blue and red team won the League, the Cup and the Champions League in order to unveil its new strip with a 2.0 strategy, getting fans involved by using interactive media and social media in particular.