The Campaign

There was a boost in Branded entertainment activities in 2012 in Taiwan, such as the rise of 'micro-film frenzy'. However, major brands, including our client Nike, have to abide by strict regulations on producing video content locally. When making any TV commercials or videos is not allowed, we still have to engage consumers in a way that's emotional, using all tools we have. Facebook platform is a definitive option.

Results

The challenge: Our TAs are youngsters ranging from teens to college students. We have to strengthen the bond between them and the brand as well as to build up the brand concept –DEFY LIMITS. Since using Facebook is the only way, our challenge is creating content that may move them deeply. The Objectives: This year is the fourth year of Nike Summer League, one of the most exciting basketball games Nike has held in Taiwan. Our clients would like us to take this occasion to produce content that truly engaged our TAs and build up long-term relationship with them. The Strategy: What type of content can we engage TAs? The answer; their own stories. Using content generated by users, we came out the idea; Facebook 'one-on-one' photos, and give our TAs the chance to be 'liked' on our fans page. The Execution: For the first time, we recruited players on Facebook, and made sure they received messages from the fans page. Then, we headed to the court to start our fieldwork: took photos, interviewed the players etc. We chose the old-fashioned way to do the story-telling. Making Facebook photos as our platform, we used one photo to tell one story. From cheer to win, from preparation to struggle, we captured every touching moment, and turned that into a deeply moving story, vividly conveying the spirit of DEFY LIMITS. We have created a photo album each week for the Taipei, Taichung, Kaohsiung, and finale tournament field. So the users could review all the content they are interested in easily. Not only do they care about their own performance, they can also stay tuned till the final outcome.

The audience 'like' our content; they tag themselves, feel extremely happy to be seen on the Nike official fans page, and therefore become the heroes of their friends. They fill up the fans page enthusiastically and chat with their friends freely. They share touching stories; For example, we posted a photo capturing the layup moment of an one-arm player which is recounted by a famous host and led to +34,854 likes and +523 shares in just a couple of days.

During the 4-week tournament, we accumulated +64,235 ‘likes’, +1,792 shares, +5,022 comments and +2,365,604 impressions on all four Nike Summer League albums on Facebook. Without media budget, we generated contents that has become organic viral and truly engaged our TAs. Last but not least, we would like to quote from our client on the post of fearless one-arm player that reads; “His story is truly inspiring and really define 'DEFY LIMITS' which won’t just inspire me but lots of kids in Taiwan.”