Results and Effectiveness

- Talk of the town on morning shows and magazines. - Pictures and E-mails were sent to friends. - 70,988 views in 3 months (788 views/day average) - Cost average 10.93 Baht/view - 8 forum posts/day (up from 1 post/day average) - Top Ten most popular blogs on BlogGang.com

Creative Execution

SERIES-BLOG - Nike use a story of love, a subject of great importance to young women, to generate interest. www.bedroomgirl.bloggang.com was created where the author, a fictional young woman named Jan, wrote a series of diary entries about her heartache. The story was an intense and passionate affair of how Jan escaped depression through the power of sports. GUERILLA POSTERs - To generate interest in the blog, a series of posters were created inviting people to check out the evil deeds of Tann, the ex-boyfriend, and Ploy, the new woman in his life. These posters were put up all over trendy hangouts visited by the target audience. GUERILLA CAR - A parked car at Siam Square, a hip hangout area, was defaced with graffiti and covered with posters advertising the blog. It was made to look as if the car belonged to the rotten couple of Tann and Ploy

Insights, Strategy and the Idea

In Thailand, however , no one has yet been able to demonstrate its effectiveness as a marketing tool. Nike's campaign proved that it was possible to start talking to women without bringing up fitness or yoga, the two traditional topics of interest to Thai woman. By blogging, combined with ideas that provided a new perspective on sports, Nike was able to become more involved in the lives of young women by engaging their interests on new levels.