Nike - Nothing Beats A Londoner|活动|广告营销案例【ADGuider广告指南】

耐克-没有什么比伦敦人更好

案例简介：概要耐克是伦敦年轻人中最畅销的运动服装品牌。但品牌的长期健康依赖于保持其年轻客户的忠诚度。研究显示，围绕运动员开展的高调营销活动不足以确保这一点。“耐克永远都是大的，” 一个参加焦点小组的孩子说，“但是它太大了，我们再也看不到、摸不着或感觉不到这个品牌了”。我们的工作是重新连接耐克和 16-24 岁的伦敦人。为此，我们需要摒弃所有关于 “z 一代” 的陈词滥调和陈规。我们很清楚，这种动态、多样化和复杂的人口结构经常被误解。太多的中年营销人员仍然在努力理解千禧一代，这是我们需要瞄准的一代。为了重新连接耐克和它的粉丝，我们需要真正了解伦敦人。战略根据我们对 “速度” 的洞察力，“前进” 战略诞生了。我们会把创意放在观众喜欢的现实世界和在线环境中。他们可以与任何给定的内容进行互动，从一个频道移动到下一个频道，选择他们在故事中的进展速度。在每一点上，提供的内容将取决于一系列线索，包括参与率、内容偏好、地理位置和重新定位。没有两个用户旅程是相同的。了解我们的观众访问其最喜欢的平台的频率，可以让我们移除通常应用于活动的频率上限。我们根据其预期平台定制了每一件创意作品。选择社交平台，我们不太重视大众受众，而是更重视相关性。我们利用我们基于研究的见解来招募有影响力的人，让他们与年轻的伦敦人产生共鸣。为了工作，这场运动必须让我们的观众领先，而不是要求他们跟随。结果该活动的指标超过了客户和机构的预期。Snapchat 的刷卡率比基准高出两倍。在 Instagram 上，刷卡率是基准的十倍。在 YouTube 上，观看完整 3 分钟的人几乎 10% 考虑购买耐克。还记得品牌亲和力摇摆不定的问题吗？这场运动的真正成功在于它对解决这一问题的影响。品牌亲和力增加了 7% (“耐克了解我生活的社区”)。“耐克理解像我这样的人” 的比例增加了 6%。)品牌知名度提高 7%，品牌偏好提高 3%。在伦敦的一些行政区，品牌提及量增加了 200% 以上。证明在为期两周的充满活力的活动之后，年轻的伦敦人可以再次 “看到、触摸和感受” 这个品牌。执行伦敦 -- 只有媒体在 2月的半期 (被认为是重要的时刻) 在电视、 Snapchat 、 Instagram 、 Xbox 、 YouTube 、本地数字、移动和电影 (黑豹之前 180 秒的 “银幕”，历史上票房最高的 2月电影)。竞选的核心是关于真正的年轻伦敦人的短片故事。这些作品既是一个系列，也是孤立的。我们根据用户的地理位置定制了人们看到的第一个故事，以及它启动的平台。第一部分旨在吸引注意力并鼓励点击。但是用户可以自由选择何时查看下一部。有了 2900万个完成的视图，许多人确实选择了 “点击前进”。我们加深了对这场运动的理解，提供了一套社会资产来帮助加强参与。其中包括 Snapchat 上从未见过的贴纸包、 Xbox 上的耐克伦敦头像以及斯怀德塔和莫 · 法拉等图标的代言。活动描述在研究中，我们发现伦敦年轻人生活和消费媒体的速度是无与伦比的。不断消耗一口大小的内容，在旅途中。“注意力短暂” 的神话不仅低估了他们，还误导了客户和创意营销团队。这一代人是内容的大师。我们的人口结构也消耗长形式的媒体，但是我们的工作是给他们一个令人信服的理由来这样做 (并且快速做到)。因此，为了吸引他们，内容需要令人兴奋和相关; 不仅对伦敦，而且对伦敦的特定社区。我们需要在一个吸引他们注意力、感觉真实、对他们来说很重要的渠道中传递它。

耐克-没有什么比伦敦人更好

案例简介：Synopsis Nike is the top-selling sportswear brands among young Londoners. But long-term health of brand relies on retaining the loyalty of its young customer demographic. Research revealed that high-profile marketing campaigns built around athletes were not enough to secure this. "Nike will always be big,” said a kid who attended a focus group, “but it’s so big, we can't see, touch or feel the brand anymore”. Our job was to reconnect Nike with 16-24-year-old Londoners. To do that, we needed to dispense with all the clichés and stereotypes about ‘Generation Z’. It was clear to us that this dynamic, diverse and sophisticated demographic was too often misunderstood. Too many middle-age marketers were still struggling to understand millennials, the generation before the one we needed to target. To reconnect Nike with its fans, we needed to really get under the skin of Gen-Z Londoners. Strategy Informed by our insight of ‘pace’, the strategy ‘tap to advance’ was born. We’d place creative in real-world and online environments favoured by the audience. They could interact with any given piece of content, moving from one channel to the next, choosing how fast they progressed through the story. At each point, content served would depend on a range of cues, including engagement rates, content preferences, geolocation and retargeting. No two user journeys would be identical. Knowing how often our audience accesses its favourite platforms let us remove the frequency cap we’d normally apply to a campaign. We tailored each piece of creative to its intended platform. Choosing social platforms, we put less emphasis on mass-audience and more on relevance. We used our research-based insights to recruit influencers who would resonate with young Londoners. To work, this campaign had to let our audience lead, not ask them to follow. Outcome The campaign’s metrics surpassed client and agency expectations. Swipe rates on Snapchat were two times higher than the benchmark. On Instagram, the swipe rate was ten times the benchmark. On YouTube, those viewing the full 3 mins were almost 10% more likely to consider purchasing Nike. Remember the problem of wavering brand affinity? The true success of this campaign was its influence on addressing exactly that. Brand affinity increased (“Nike understands the community I live in” increased by 7%. The percentage saying, “Nike understands people like me”, increased by 6%.) Brand awareness increased by 7% and brand preference by 3%. In some London boroughs, there was more than a 200% increase in the volume of brand mentions. Proving that after a dynamic 2-week campaign, young Londoners could ‘see, touch and feel’ the brand once more. Execution London-only media ran during February half-term (identified as a moment that mattered) on TV, Snapchat, Instagram, Xbox, YouTube, native digital, mobile and cinema (the 180-second ‘silver spot’ before Black Panther, the highest-grossing February film in history). At the heart of the campaign were short video stories about real young Londoners. These worked both as a series and in isolation. We tailored the first story someone saw, and the platform it launched on, to the user’s geolocation. This first instalment was designed to grab attention and encourage click-through. But users were free to choose when to view the next instalment. With 29 million completed views, many did choose to ‘tap to advance’. We deepened our understanding of the campaign, providing a suite of social assets to help supercharge engagement. These included never-before-seen sticker-packs on Snapchat, Nike London Avatars in Xbox and endorsements from icons such as Skepta and Mo Farah. CampaignDescription During research, we found that the pace at which young Londoners lived and consumed media was unparalleled. Constantly consuming bite-sized content, on the go. The myth of ‘short attention spans’ not only underestimates them, it misleads clients and creative marketing teams. This is a generation who are masterful curators of content. Our demographic consumes long-form media too, but our job is to give them a compelling reason to do so (and do it fast). So, to engage them, content needed to be exciting and relevant; not just to London but to specific neighbourhoods in London. We needed to deliver it in a channel that would grab their attention, feel authentic and in a moment that mattered to them.