Creative Execution

This work includes a series of films, a meme generator, DOOH and events. It heros four real-life junior sport stars and showcases their mental toughness, athleticism and outspoken demand to not be babied. Timed to coincide Children's Day, it delivered a short, sharp shock with saccharine sentimentality. Chinese kids and their parents have very different media behaviors and they live on different platforms. To reach both of them effectively, Nike used a combination of kid and parent channels with customized content and engagements. 5 films, a series of KV, and an H5 meme activation are created to make the campaign integrated, engaging and socially impactful. Nike used top social media platforms WeChat, Weibo, and Qzone to get both the parents and children involved. Influencers are also invited to share their H5 posters on Weibo to amplify the impact. Two OTV sites Youku and Iqiyi are targeting both kids and parents.

Total impressions: 209M Total video views: 71M Kids physically activated: 7500+ Breakdown: Targeted OTV Total Views: 71M Outdoor Media OOH impressions: 28.2M Nike Weibo Views of the video: 633k (post on 5.21) Views of the video: 80k (post on 5.24) Views of the video: 80k (post on 5.28) Views of the video: 80k (post on 5.30) Views of the video: 980k (post on 6.1) (Source: Nike Weibo) Nike Wechat post with video: 2 times/4 articles (pushed on 5.31/6.1) Reach: 4,525,092 Readership: 238,308 Share: 2,564 (Source: Nike) Qzone H5 performance: Total impression: 134M Total clicks: 4.9M Total engagements: 1.8M

Our targeted kids are born in the age of China’s “One Child Policy”. Through in-depth interviews and social listening, we dig out a prevalent, unique yet unspoken tension point in China between parents and kids - Chinese parents tend to be overprotective and hold double standards on their only child doing sports. Nike believes that sports shouldn’t be limited by age - Children also have the grit, determination and fearlessness of adults. The potential in children and the love and focus that they have in sports can all prove that they are real athletes. We picked Children's Day when everyone is celebrating kids being naive and sweet. Nike cut through the crowds and breaks the stereotype by showing kids talking tough, having their own opinions, and that they are much braver than what people expect.