Nike + Training Club|短视频|广告营销案例【ADGuider广告指南】

耐克 + 培训俱乐部

案例简介：执行产品创新始于创新你的工作方式。由运动员为运动员设计，我们的设计是由研究驱动的。我们在办公室建立了一个全方位服务的测试实验室，反映了耐克的测试环境。然后，我们开始招聘活动，使用每一个忠诚的原型，无情地测试，观察自然行为来识别问题及其模式。我们的方法不是传统的应用程序开发。我们创建了由设计、用户体验和开发人员组成的 “功能团队”，独立运行，但由项目主管监督以实现一致性。我们采用了原子设计方法，与耐克和第3 方合作，开发了一个设计系统，可以扩展到 N + TC 之外的每一个耐克数字接触点。一年后,我们推出了 N + TC，并推出了耐克的新训练理念，为每个人提供了力量、耐力和机动性等核心支柱的体验。复制在健身房目睹的 behaviours，N + TC 为初学者提供了一个完整的指导视频视图，并为那些更自信、需要更少帮助的人提供了一个简单的清单视图。一个好的教练评估。一个伟大的教练倾听。我们开发了一种从行为中学习的自适应训练引擎。告诉我们你有多努力，我们会把它和个人数据结合起来，下次以合适的强度和注意力给你训练。从基于体重的训练，到伙伴训练，再到整合重型设备; 100 + 新的训练让训练保持新鲜。训练是生命，而不是在健身房一小时。该应用程序将您与专家联系起来，寻求建议，推荐产品，并减少社区挑战。所有个性化的用户。活动描述耐克女子培训俱乐部于 2010年成立，每个口袋里都有一个私人教练。随着超过 2100 万次的下载，它重新定义了健身景观。通过他们对训练 behaviours 的独特见解和知识，耐克开始看到变化。不仅仅是一个短暂的阶段，而是文化和训练心态的彻底转变。性别和水平不再将我们分开。我们都是参加同一项运动的运动员，共同的目标是成为最好的。是时候重新设置我们对运动员的理解，并重新发明这个应用程序，以一种全新的训练视角。通过研究驱动设计，我们有 3 个关键的体验目标。将体验扩展到所有性别。为每个健身级别创建服务。扩大锻炼类型，以适应更广泛的训练。经过一年的旅程，2016年，我们推出了全新的耐克 + 训练俱乐部，为当今的运动思维提供动力。

耐克 + 培训俱乐部

案例简介：Execution Product innovation starts with innovating the way you work. Built for athletes by athletes, our design was driven by research. We built a full-service test lab in our office, mirroring test environments at Nike. We then began recruitment drives and using prototypes of every fidelity, tested relentlessly, observing natural behaviours to identify problems and their patterns.Our approach wasn’t traditional app development. We created ‘feature teams’ made up design, user experience and developers, to run independently, but overseen by project leads for alignment.We adopted Atomic Design Methodologies, working alongside Nike and 3rd parties to develop a design system that could extended beyond N+TC and into every Nike Digital touchpoint.After a year, we launched N+TC and unveiled Nike’s new training philosophy with an experience that works for everyone across the core pillars of Strength, Endurance and Mobility.Two ways to work out, every level covered. Replicating behaviours witnessed in gyms, N+TC provides a full guidance video view for beginners to follow, and a simple checklist view for those who are more confident and need less assistance.A good trainer assesses. A great trainer listens. We developed an adaptive training engine that learns from behaviour. Tell us how hard you pushed and we’ll combine it with personal data, to give you training at the right intensity and focus, next time.Shaking the training up keeps people coming back. From body weight based sessions, to partner workouts, to incorporating heavy equipment; 100+ new workouts keep training fresh.Training is life, not an hour in the gym. The app connects you with experts for advice, recommends product and drops community challenges. All personalised to the user. CampaignDescription Launched in 2010, Nike Training Club for women put a personal trainer into every pocket. With in-excess of 21m downloads it redefined the fitness landscape.Through their unique insights and knowledge of training behaviours, Nike begun to see change. Not just a passing phase but a complete shift in culture and the training mindset. Gender and level no longer separates us. We’re all athletes taking part in the same sport, with the shared goal of becoming our best.It was time to reset our understanding of athletes and reinvent the app for an entirely new perspective on training.Through research driven design, we had 3 key experience objectives. Extend the experience to all genders. Create a service for every fitness level. Expand workout types to cater for a wider range training.After a year-long journey, in 2016 we launched the reinvented Nike+ Training Club to power today's athletic mindset.