Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
Nike weren’t connecting with European women. The ‘faster, better, beat-the-others-at-all-costs’ tone of the advertising, events and social from the U.S just wasn’t resonating. So Nike challenged us to shift their creative and strategic focus to make them the go-to workout buddy.
Our research found that women in Europe get motivated by companionship not competitiveness. They train better together – with friends they can go further, faster, harder. They just need a plus one.
The Plus One strategy encouraged Nike to stop talking to the individual and instead focus on the crew. This new proposition for Nike Women’s in Europe was launched as the core strategy for all agencies, and was kicked off with Chase Summer, a campaign that encouraged women to form ‘crews’ to challenge each other across all Nike’s digital platforms.
Our summer campaign for the LunarGlide 6 then targeted groups of women to create runs and design shoes together that were based on their holiday destinations, forming virtual ‘crews’ with each other and key influencers. 40 key holiday destinations had bespoke shoes available for all in the NikeID store, a first for the brand. And hundreds more were created and shared by our fans.
Since the repositioning the Nike Training Club focuses on collaboration and community, and Nike apparel pushes the social shopping experience. From their apps to their events to their store, Nike Women have become driven by companionship.
The Nike Plus One activity contributed to a 36% increase in Nike Europe’s year on year sales, and Nike Plus One still lives on across Europe having helped Nike Women’s footwear to its best summer sales to date.
Nike Plus One was implemented across the whole customer journey, and in every channel. From film to in-store, and from influencer marketing to e-commerce; the idea of training with your crew still underpins Nike Europe’s marketing to women now.