Nike Training Club Live|海报/平面|广告营销案例【ADGuider广告指南】

Nike训练俱乐部Live

案例简介：为什么这项工作与媒体有关？ Nike Training Club Live解锁了使用Instagram作为媒体平台的全新方式。我们不再只是消费内容的被动体验，而是创建了一个内容生态系统，将人们的Instagram提要转变为世界级的私人教练，并鼓励他们立即锻炼。 Facebook表示，这是 “令人难以置信的”，“就像我们在Instagram上从未见过的那样”。背景耐克向我们介绍了让欧洲各地的年轻人迷上训练的情况。训练变得两极分化。一方面，你让人们每天锻炼几个小时，只是为了获得完美的Instagram bod。另一方面，那些被培训吓倒的人认为这不适合他们。我们的活动旨在重申耐克公司的核心价值观-如果你有一个身体，你就是一名运动员。我们着手揭开培训的神秘面纱，并使其访问和平易近人，无论你是什么水平的经验-从精英运动员到绝对初学者。描述创意/见解 (投票30%) 一个Instagram直播系列，我们每天在同一时间直播锻炼，连续30天。我们使锻炼尽可能简单-您需要参加的唯一设备是您的手机。培训师强调了健康，整体的培训方法的重要性，包括正念，休息，恢复和营养。为了使现场表演不容错过，每次锻炼都有不同的世界级耐克运动员 (包括职业足球运动员，篮球运动员，残奥会运动员，摔跤手，舞者，拳击手等) 与耐克大师教练一起训练。这些运动员中的每一个都鼓励他们自己的Instagram粉丝参加，这意味着我们每一次广播都吸引了新的观众。除了现场直播之外，我们还创建了多个活动资产，包括推广的Instagram故事，GIPHY贴纸包，刷卡，民意调查，问答，影响者帖子和IGTV。描述策略 (投票20%) 我们的目标受众1月足够投入去健身房，但没有足够的投入去2月和更远的地方。我们进行的研究表明，这些习惯在他们使用社交媒体的方式中得到了复制，尤其是Instagram。他们最初的热情意味着他们关注 @ NikeTraining等健身帐户以及与我们合作的许多运动员。但是随着时间的流逝，他们的热情降低了。这意味着我们已经可以接触到我们理想的受众，我们只需要找到一种激活他们的方法。我们最大的竞争对手是他们的手机。我们知道我们永远不会让他们离开Instagram。因此，我们没有试图让他们远离社交媒体，而是拥抱了它。我们使用Instagram向他们展示了每天以适合他们生活的方式进行快速锻炼是多么容易。描述执行情况 (投票20%) 我们通过宣传帖子破坏了人们在Instagram上浪费时间的行为，这些帖子既作为故事又作为Feed。这些帖子是在9月23日现场锻炼开始前一周发布的。尽管在6个国家/地区的10个不同地点进行后勤方面的挑战，但Instagram Live节目随后每天都在30天内毫无失败地进行。在这30天的时间里，我们为liveshows提供了所有其他活动资产-GIPHY贴纸包，锻炼时间表，民意测验，问答，刷卡以及30位运动员在自己的频道上的帖子。观众有24小时的窗口观看Instagram上的每个现场表演。如果你错过了30天的直播活动，你可以在IGTV上赶上最好的8次锻炼-这是Instagram的全新长型平台。总之，我们为活动创建了200多个独特的资产。列出结果 (投票30%) 700万吸引消费者。在GIPHY上2.29亿gif视图。 Nike Training Club活跃用户15% 增加。 360,000新的Nike Training Club用户

Nike训练俱乐部Live

案例简介：Why is this work relevant for Media? Nike Training Club Live unlocked a completely new way of using Instagram as a media platform. Instead of a passive experience where you just consume content, we created an eco-system of content that transformed people’s Instagram feeds into a world-class personal trainer and encouraged them to work out, right then and there. Facebook said it was “incredible” and “like nothing we have ever seen on Instagram”. Background Nike briefed us to get young people across Europe hooked on training. Training was becoming polarising. On the one hand, you had people working out for several hours every day just to get the perfect Instagram bod. And on the other hand were people who were intimidated by training and thought it was just not for them. Our campaign set out to reaffirm the Nike values at the core of the company - if you’ve got a body, you are an athlete. We set out to demystify training and make it accessible and approachable to all, no matter what level of experience you were - from elite athlete to absolute beginner. Describe the creative idea/insights (30% of vote) An Instagram Live series where we live streamed a workout at the same time, every day, for thirty days in a row. We made the workouts as simple as possible - the only equipment you needed to take part was your phone. The trainers stressed the importance of a healthy, holistic approach to training, including mindfulness, rest, recovery and nutrition. To make the live shows unmissable, each workout featured a different world-class Nike athlete (including professional footballers, basketballers, paralympic athletes, wrestlers, dancers, boxers and more) training with a Nike Master Trainer. Each of these athletes encouraged their own Instagram followers to take part, meaning we reached a new audience with every single broadcast. Beyond the liveshows, we created multiple campaign assets including promoted Instagram Stories, GIPHY sticker packs, swipe ups, polls, Q&As, influencer posts and IGTV. Describe the strategy (20% of vote) Our target audience are engaged enough to go to the gym in January, but not engaged enough to keep going in February and beyond. The research we conducted showed that these habits were replicated in how they used social media, particularly Instagram. Their initial enthusiasm meant they followed fitness accounts like @NikeTraining and many of the athletes we worked with. But as time went on, their enthusiasm decreased. Meaning we already had access to our ideal audience, we just had to find a way of activating them. Our biggest competitor was their phone. We knew we were never going to get them off Instagram. So instead of trying to divert them away from social media, we embraced it. We used Instagram to show them how easy it is to do a quick workout every day in a way that will fit into their lives. Describe the execution (20% of vote) We disrupted people’s time-wasting behaviour on Instagram with promoted posts which ran both as Stories and in Feed. These posts ran one week before the live workouts began on September 23rd. The Instagram Live shows then went out every single day without fail for 30 days, despite the logistical challenge of taking place in 10 different locations in 6 countries. During that 30 day period, we supported the liveshows with all the other campaign assets - the GIPHY sticker pack, workout schedules, polls, Q&As, swipe ups as well as posts from each of the 30 athletes on their own channels. The viewers had a 24-hour window to watch each live show on Instagram. If you missed the live 30-day event, you could catch up with the best 8 workouts on IGTV - the brand new long-form platform from Instagram. In all, we created over 200 unique assets for the campaign. List the results (30% of vote) 7 million engaged consumers. 229 million gif views on GIPHY. 15% increase in active Nike Training Club users. 360,000 new Nike Training Club users