Results and Effectiveness

The CTR (Click Through Rate) of NIKE’s social banner increased by 16 times higher than an average web banner’s one during its three weeks. A total of 2.13 million people used the tool during its campaign. Over 500,000 unique varieties of banners were created and displayed on mixi pages. Thanks to the campaign, the Japan’s NIKEiD sales achieved a 500 % increase and the highest figure worldwide, compared with NIKEiD sales in other divisions. Since its launch, the campaign and the system have been widely introduced on the media.

Creative Execution

Utilizine mixi, the most popular social networking service that young Japanese people use everyday, we created a real-time social banner display system that enabled mixi users to show their close friends their own customized banner ads in which he/she collaborated with NIKE, one of the internationally recognized brands. As the system became a big topic among mixi users, even those who had never heard of NIKEiD became interested in trying the service.

Insights, Strategy and the Idea

NIKEiD is a service that allows users to customize clothing purchased from Nike. The service has a lot of fans and has been enjoyed worldwide. However, customers can enjoyed the process only on the NIKE website, therefore the customers' fun experiences had not been shared with others. Japan’s largest social networking service “mixi” wanted to create a new advertising utilizing its social graph, which would take the company to the next level in the social marketing industry. At both companies' requests, we have created a new real-time banner display system that lets more people enjoy NIKEiD customizing and share the enjoyment online. In addition that users can creatively design their own trainers and purchase them online, they can also show them off to their mixi friends. It was a truly innovative measure that can use target audience's enjoyment as the client's marketing method.