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耐克点播
案例简介：结果 在 6 周内，耐克点播让 240 名运动员将他们的比赛提升到一个新的水平，交换超过 22k 的信息，并将运动员与步行者、教练、跑步教练、提醒、私人课程联系起来, 1:1 课程、培训计划、播放列表、应用挑战、产品试用、 VIP 预订、教练提示,还有一大堆踢屁股的动机。用户的想法是: 83% 会按需向朋友推荐耐克。81% 的人会再次使用这项服务。70% 的人希望耐克提供这种服务。运动员称耐克的需求是他们的 “内疚” 和他们的 “锻炼伙伴”。竞选结束时，这就像和一个朋友说再见: “不!你不能走!” 执行 在为期 6 周的时间里，在耐克点播服务中心内，耐克专家、教练、营养师等与用户活动相互参照的动机信息，以确定哪些推动了最大的行为变化。在服务时间收集的定性信息情绪和定量活动数据每天分析两次,美国的团队在欧洲之夜努力扭转早班的可操作见解。这些见解构成了定制动机 (例如教练的个人语音信息) 和个人培训或营养计划的基础, 耐克专家利用整个耐克生态系统为耐克提供完美的服务(例如，让用户进入售罄的耐克培训俱乐部课程的后门) 、体验 (例如，与专业运动员的私人 1:1 培训课程) 和产品 (如正确的鞋类试验)，以保持运动员的轨道。 活动描述 对运动员来说最难的事情是坚持自己的目标。所以我们创造了耐克点播: 一个以人为驱动，机器人免费 1:1 移动信使为基础的服务，让运动员随着时间的推移，通过了解他们的个人, 提供定制内容，并将其与耐克运动鞋、教练等联系起来。在持续数周的对话中，我们充分利用了移动消息平台的功能,提供个性化的行动呼吁、图像、声音、视频等。用户以实物回应，告诉我们关于他们生活的个人故事和他们目标背后的动机，并给我们发送表情符号、他们成就的屏幕截图，甚至照片! 因为这项服务是人为驱动的，而不是聊天机器人的陈旧信息,我们能够发送唤醒信息，让运动员起床，提醒运动员去健身房，改变行为的信息。 相关性 Nike On Demand 是一种产生反应、建立关系和影响持续消费行为的机制，这种方式以前从未有过。它利用移动信息平台创建和增强与消费者的深层个人关系。我们对用户了解得越多，我们的行动呼吁就越有针对性，而且越有效。我们要求柏林的所有耐克成员发挥他们的潜力。超过我们所能支持的回答了电话。 概要 在德国，耐克被视为一个很酷的产品品牌，而不是一个性能合作伙伴。所以耐克的目标是通过在阿迪达斯的据点柏林为运动员提供前所未有的服务来扰乱市场。与此同时，我们目睹了大量观众从基于公共社交媒体的对话转移到封闭的私人信息世界: 例如 facebook Messenger 和 WhatsApp。这在德国尤为明显，在德国，隐私是最重要的。 战略 用户的定性信息情绪和定量活动数据每天聚合和分析两次，从这些分析中收集的见解使耐克专家能够为每个用户提供高效的激励内容,为他们量身定制。我们根据我们的对话和他们的活动为每个用户建立了丰富的个人资料，这样耐克专家可以为他们提供 100% 的个人建议，不同的专家可以无缝地在另一个人离开的地方进行友好的对话关闭没有用户甚至注意到。我们开始单独了解他们，所以我们的行动呼吁变得越来越个性化; 两者的形式 (例如，如果他们使用表情符号，我们使用表情符号) 和内容 (例如，根据他们的水平和目标运行挑战)。
耐克点播
案例简介：Outcome Over 6 weeks, Nike On Demand enabled 240 athletes to take their game to the next level, exchanging over 22K messages and connecting athletes with pacers, trainers, run coaches, reminders, private classes, 1:1 sessions, training plans, playlists, app challenges, product trials, VIP bookings, coaching tips, and a whole heap of ass-kicking motivation.Here’s what users thought:83% would recommend Nike On Demand to a friend.81% would use the service again.70% expect this type of service from Nike.Athletes referred to Nike On Demand as their “guilty conscience” and their “workout buddy”. By the end of the campaign, it was like saying goodbye to a friend: “No! You can’t go!” Execution For 6 weeks, inside the Nike On Demand Service Centre, Nike experts, coaches, trainers, nutritionists, etc. cross-referenced motivational messages with users’ activity to determine which nudges saw the greatest behavior change.The qualitative messaging sentiment and quantitative activity data gathered during service hours was analyzed twice daily, with teams in the US working though the European night to turn around actionable insights for the morning shift.These insights then formed the basis of bespoke motivation (e.g. personal voice messages from coaches) and individual training or nutrition plans, with the Nike experts tapping into the entire Nike ecosystem to serve up the perfect Nike services (e.g. getting a user into the backdoor of a sold out Nike Training Club class), experiences (e.g. a private 1:1 training session with a professional athlete) and products (e.g. a trial of the right footwear) to keep the athlete on track. CampaignDescription The hardest thing for athletes is staying committed to their goals. So we created Nike On Demand: a human-driven, bot-free 1:1 mobile messenger-based service that keeps athletes engaged over time by getting to know them personally, serving up bespoke content and connecting them with Nike trainers, coaches, etc.In conversations that went on for weeks, we made the most of mobile messaging platforms’ functionalities, delivering personalized calls to action, images, soundbites, videos, etc. Users responded in kind, telling us personal stories about their lives and the motivations behind their goals and sending us emojis, screengrabs of their accomplishments, even photos!And because the service was human-driven, not the stale messages of a chat bot, we were able to send wake-up messages that got athletes out of bed, reminders that got athletes to the gym, messages that changed behavior. Relevancy Nike On Demand is a mechanism for producing a response, building relationships and influencing ongoing consumer behavior in a way that nobody has ever done before. It leveraged mobile messaging platforms to create and enhance deep personal relationships with consumers.The more we learned about users, the more tailored our calls to action became and the more effective they were.We challenged all Nike members in Berlin to unleash their potential. More than we could support answered the call. Synopsis In Germany, Nike was seen as a cool product brand, not as a performance partner. So Nike’s objective was to disrupt the marketplace by serving athletes like never before in Adidas’ stronghold of Berlin.At the same time, we were witnessing a significant audience migration away from public social media-based conversations to the closed world of private messaging: e.g. Facebook Messenger and WhatsApp. This was particularly pronounced in Germany, where privacy is paramount. Strategy Users’ qualitative messaging sentiment and quantitative activity data were aggregated and analyzed twice daily, and the insights gleaned from these analyses then enabled Nike experts to provide each user with highly effective motivational content, tailored for them personally.We built rich profiles for each individual user based on our conversations and their activity so that Nike experts could provide them with 100% personal advice and different experts could seamlessly pick up a friendly conversation where another had left off without the user even noticing.We got to know them individually and so our calls to action became more and more personalized; both in form (e.g. if they used emojis, we used emojis) and content (e.g. run challenges tailored to their level and goals).
Nike on Demand
案例简介：结果 在 6 周内，耐克点播让 240 名运动员将他们的比赛提升到一个新的水平，交换超过 22k 的信息，并将运动员与步行者、教练、跑步教练、提醒、私人课程联系起来, 1:1 课程、培训计划、播放列表、应用挑战、产品试用、 VIP 预订、教练提示,还有一大堆踢屁股的动机。用户的想法是: 83% 会按需向朋友推荐耐克。81% 的人会再次使用这项服务。70% 的人希望耐克提供这种服务。运动员称耐克的需求是他们的 “内疚” 和他们的 “锻炼伙伴”。竞选结束时，这就像和一个朋友说再见: “不!你不能走!” 执行 在为期 6 周的时间里，在耐克点播服务中心内，耐克专家、教练、营养师等与用户活动相互参照的动机信息，以确定哪些推动了最大的行为变化。在服务时间收集的定性信息情绪和定量活动数据每天分析两次,美国的团队在欧洲之夜努力扭转早班的可操作见解。这些见解构成了定制动机 (例如教练的个人语音信息) 和个人培训或营养计划的基础, 耐克专家利用整个耐克生态系统为耐克提供完美的服务(例如，让用户进入售罄的耐克培训俱乐部课程的后门) 、体验 (例如，与专业运动员的私人 1:1 培训课程) 和产品 (如正确的鞋类试验)，以保持运动员的轨道。 活动描述 对运动员来说最难的事情是坚持自己的目标。所以我们创造了耐克点播: 一个以人为驱动，机器人免费 1:1 移动信使为基础的服务，让运动员随着时间的推移，通过了解他们的个人, 提供定制内容，并将其与耐克运动鞋、教练等联系起来。在持续数周的对话中，我们充分利用了移动消息平台的功能,提供个性化的行动呼吁、图像、声音、视频等。用户以实物回应，告诉我们关于他们生活的个人故事和他们目标背后的动机，并给我们发送表情符号、他们成就的屏幕截图，甚至照片! 因为这项服务是人为驱动的，而不是聊天机器人的陈旧信息,我们能够发送唤醒信息，让运动员起床，提醒运动员去健身房，改变行为的信息。 相关性 Nike On Demand 是一种产生反应、建立关系和影响持续消费行为的机制，这种方式以前从未有过。它利用移动信息平台创建和增强与消费者的深层个人关系。我们对用户了解得越多，我们的行动呼吁就越有针对性，而且越有效。我们要求柏林的所有耐克成员发挥他们的潜力。超过我们所能支持的回答了电话。 概要 在德国，耐克被视为一个很酷的产品品牌，而不是一个性能合作伙伴。所以耐克的目标是通过在阿迪达斯的据点柏林为运动员提供前所未有的服务来扰乱市场。与此同时，我们目睹了大量观众从基于公共社交媒体的对话转移到封闭的私人信息世界: 例如 facebook Messenger 和 WhatsApp。这在德国尤为明显，在德国，隐私是最重要的。 战略 用户的定性信息情绪和定量活动数据每天聚合和分析两次，从这些分析中收集的见解使耐克专家能够为每个用户提供高效的激励内容,为他们量身定制。我们根据我们的对话和他们的活动为每个用户建立了丰富的个人资料，这样耐克专家可以为他们提供 100% 的个人建议，不同的专家可以无缝地在另一个人离开的地方进行友好的对话关闭没有用户甚至注意到。我们开始单独了解他们，所以我们的行动呼吁变得越来越个性化; 两者的形式 (例如，如果他们使用表情符号，我们使用表情符号) 和内容 (例如，根据他们的水平和目标运行挑战)。
Nike on Demand
案例简介：Outcome Over 6 weeks, Nike On Demand enabled 240 athletes to take their game to the next level, exchanging over 22K messages and connecting athletes with pacers, trainers, run coaches, reminders, private classes, 1:1 sessions, training plans, playlists, app challenges, product trials, VIP bookings, coaching tips, and a whole heap of ass-kicking motivation.Here’s what users thought:83% would recommend Nike On Demand to a friend.81% would use the service again.70% expect this type of service from Nike.Athletes referred to Nike On Demand as their “guilty conscience” and their “workout buddy”. By the end of the campaign, it was like saying goodbye to a friend: “No! You can’t go!” Execution For 6 weeks, inside the Nike On Demand Service Centre, Nike experts, coaches, trainers, nutritionists, etc. cross-referenced motivational messages with users’ activity to determine which nudges saw the greatest behavior change.The qualitative messaging sentiment and quantitative activity data gathered during service hours was analyzed twice daily, with teams in the US working though the European night to turn around actionable insights for the morning shift.These insights then formed the basis of bespoke motivation (e.g. personal voice messages from coaches) and individual training or nutrition plans, with the Nike experts tapping into the entire Nike ecosystem to serve up the perfect Nike services (e.g. getting a user into the backdoor of a sold out Nike Training Club class), experiences (e.g. a private 1:1 training session with a professional athlete) and products (e.g. a trial of the right footwear) to keep the athlete on track. CampaignDescription The hardest thing for athletes is staying committed to their goals. So we created Nike On Demand: a human-driven, bot-free 1:1 mobile messenger-based service that keeps athletes engaged over time by getting to know them personally, serving up bespoke content and connecting them with Nike trainers, coaches, etc.In conversations that went on for weeks, we made the most of mobile messaging platforms’ functionalities, delivering personalized calls to action, images, soundbites, videos, etc. Users responded in kind, telling us personal stories about their lives and the motivations behind their goals and sending us emojis, screengrabs of their accomplishments, even photos!And because the service was human-driven, not the stale messages of a chat bot, we were able to send wake-up messages that got athletes out of bed, reminders that got athletes to the gym, messages that changed behavior. Relevancy Nike On Demand is a mechanism for producing a response, building relationships and influencing ongoing consumer behavior in a way that nobody has ever done before. It leveraged mobile messaging platforms to create and enhance deep personal relationships with consumers.The more we learned about users, the more tailored our calls to action became and the more effective they were.We challenged all Nike members in Berlin to unleash their potential. More than we could support answered the call. Synopsis In Germany, Nike was seen as a cool product brand, not as a performance partner. So Nike’s objective was to disrupt the marketplace by serving athletes like never before in Adidas’ stronghold of Berlin.At the same time, we were witnessing a significant audience migration away from public social media-based conversations to the closed world of private messaging: e.g. Facebook Messenger and WhatsApp. This was particularly pronounced in Germany, where privacy is paramount. Strategy Users’ qualitative messaging sentiment and quantitative activity data were aggregated and analyzed twice daily, and the insights gleaned from these analyses then enabled Nike experts to provide each user with highly effective motivational content, tailored for them personally.We built rich profiles for each individual user based on our conversations and their activity so that Nike experts could provide them with 100% personal advice and different experts could seamlessly pick up a friendly conversation where another had left off without the user even noticing.We got to know them individually and so our calls to action became more and more personalized; both in form (e.g. if they used emojis, we used emojis) and content (e.g. run challenges tailored to their level and goals).
耐克点播
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Nike on Demand
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