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. So, it was time to dig deeper and think better.

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 utilized more lifestyle-like and action shots showing local folks using Nike products. Connection made. How do we know? The community spoke, and the energy manifested was palpable.

A series of new communities and events were born, in part, from this activity on social media. Planning large-scale events that help grow brand love can take some time, but the seed needed for such events can come from a single connection.