CASE STUDY: Nike reaches 90% of all London adults
Provided by Nike and Sport Magazine
Discover how Nike reached 8.85 million Londoners by capitalising on the London 2012 Olympics.
What was the Challenge / Background of the Campaign?
Keen to capitalise on 2012's sporting events, Nike launched a year-long campaign that crossed gender and age, with a sharp focus on the capital, to ensure its association with sport was maintained amid the noise of rival brands.
What was the Campaign Objective?
Nike's 'Make it count' campaign revolved around engagement and interaction with the sporting community. Leveraging Nike-supported athletes and events, it aimed to inspire people to get involved and shout about what they do.
What was the Solution?
Launching at the start of the year with visually impactful coverage in Sport magazine and Metro newspaper, high profile athletes including Mark Cavendish and Mo Farah shared personalised pledges for the coming year which were simultaneously broadcast on Twitter.
Augmented reality was used creatively to bring static print ads alive and Sport magazine's iPad app was wrapped by the campaign too.
By immersing its audience in the campaign, Nike built powerful brand equity during the major sporting year.
What were the Results?
REACH: The campaign reached 8.85 million Londoners, or 90% of all adults
INFLUENCE DIRECT SALES: The brand saw a 28 per cent year-on-year increase in Nike Town sales
ONLINE ENGAGEMENT: The campaign generated 200,000 #Makeitcount tweets
ASSOCIATION: Nike achieve a 7.7 per cent linking of Olympic tweets to its brand against a 0.49 per cent of a leading rival brand
What were the Key Learnings of this Campaign?
This campaign recognised how magazines can be used to tap directly into your target audience. By partnering with Sport Magazine, Nike had immediate access to their core market. In the same way Metro London has a reach of around 770,000 a month giving Nike. Combining traditional print advertising with an online campaign drove awareness and enabled Nike to reach an impressive 90% of adult Londoners.