Nike: Mobile Engagement Strategy
In western Europe, the team at Nike was looking for ways to better connect with people locally. Their well-designed product shots used on their social channels were not garnering the level of engagement desired by the athletic brand.
Based on a couple of truths found in research: (1) cities mattered more than countries; and (2) Instagram mattered more than Facebook; our strategy was to create hyperlocal accounts, such as @NikeLondon, to bolster communities more effectively. Furthermore, instead of funneling regular content used on corporate accounts to each city, we graduated to using more lifestyle-like and action shots showing local folks using Nike products. Connection made.