NIKE WECHAT FREEID

Short List
TitleNIKE WECHAT FREEID
BrandNIKE
Product / ServiceNIKE FREEID RUNNING SHOES
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
EntrantAKQA SHANGHAI Shanghai, CHINA
Entrant Company AKQA SHANGHAI Shanghai, CHINA
Advertising Agency AKQA SHANGHAI Shanghai, CHINA
Media Agency MINDSHARE CHINA Shanghai, CHINA

Credits

Name Company Position
Joel Godfrey Akqa Director Of Delivery
Vivian Zhang Akqa Senior Project Manager
Isabella Gao Akqa Associate Producer
Shell Ni Akqa Producer
Joe Cai Akqa Production Manager
Lynn Lin Akqa Social/Planner
Edward Wang Akqa Social/Planning Director
Yuki Chen Akqa Account Manager
Jason Wang Akqa Account Director
Michael Donohue Akqa Client Partner
Celia She Akqa Copywriter
Felix Cheng Akqa Associate Creative Director
Bruce Ji Akqa Designer
John Xiao Akqa Associate Art Director
Alan Stafford Akqa Group Technology Director
Kim Jerbo Akqa Associate Motion Graphics Director
Johan Vakidis Akqa Executive Creative Director

Results and Effectiveness

With the option to purchase directly from Wechat - once consumers sent a photo on Wechat and received the shoe back (based on the photo they sent) they could request a unique code from Wechat and Nike iD store would process, create the shoe and send them directly to the consumer. This was one of the most successful new shoe launch for Nike in China. Usage of the Nike iD platform increased by 64%. Wechat engagement:192.673 Conversion rate from engagement to picture submission: 26.82% Engagement leading to purchase: 77,179 EKOL Total impressions: 126,576,253 *Client cannot divulge direct sales figures related to this activation.

Creative Execution

Main media channels for this activation were Wechat, Nike's social running community on Sina Weibo and videos on Youku. The main form of media was a Film in where tennis athlete LiNa told the story of "what moves her" through snippets of moments in her life matched to a different Nike iD shoe. This film was featured on youku, reshared on all major Nike social communities, at retail and out of home. The film ended on a QR code where consumers could simply scan with Wechat and add Nike as a friend on Wechat. A stream of shoe creations was fed in real time both at retail and on Sina Weibo.

Insights, Strategy and the Idea

The objective was to launch Nike Free iD running shoes in a unique way and let consumers know how easy it is to customise them. The TA are 16-24 and currently follow Nike on social platforms and Wechat. The TA likes to create and share and seek opinion from friends prior to purchase so we allowed them to create a shoe by simply sending a photo to Nike's Wechat official account. To Nike, this campaign absolutely simplified the customisation process for creating Nike iD shoes and this was the same for the consumer.