Background

Situation: Nike has a global ambition to be a true partner to everyday Athletes. Local research provided the following insights: • The Athletes of Hong Kong want to be seen and recognized • They are always aiming to achieve more - either by taking on new sports or by training harder • When it comes to membership programs, they often find the benefits and values irrelevant Brief: Bring Nike Membership 2.0 to the Athletes of Hong Kong, with a focus on teenagers and young professionals. Objective: • Rejuvenate the Nike Membership by building stronger relationships through personalized offers • Create one holistic view of each customer to know them and serve them personally, at scale • Deliver a seamless O2O experience that makes Nike Membership accessible to every member at every key touchpoint • Develop a direct and retained relationship with members that drives mutual growth

Describe the creative idea

To Nike, “If you have a body, you are an athlete”. The idea is to create a platform that allows users to “Experience the very best of Nike”. Through access to the right equipment, training programs and rewards for achievements, the goal is for users to feel like they have a personal sponsorship with the brand. Customer data such as browsing data, interest settings, personal behavior and athletic achievements are used to deliver personalized “Unlocks” and proactive targeted communications. This is combined with a seamless O2O experience, where QR codes, mobile wallet and instore screens are utilized for members to engage with the brand, anytime, anywhere.

Describe the strategy

Target Audience: Existing members, teenagers and young professionals Approach: Celebrate, recognize and reward the Athletes by acting as a partner and ‘sponsor’. Many members of the membership 1.0 had been inactive as they merely viewed it as an account for the online store. Using customer data from browsing data, interest settings, personal behavior and athletic achievements as a starting point, customer profiles were mapped out to ensure that each customer would receive offers and benefits they truly wanted. Thereby encouraging members to continue engaging with us, to train more, to achieve more and to help Nike understand them more. In short, to grow together. To reflect the lifestyle of audiences, the experience was created in a way that retail still played a pivotal role. The full customer journey was mapped out to identify relevant triggers and touchpoints to provide a rewarding experience that moves between online and offline freely.

Describe the execution

Member insight drove the design, placing all sponsorship aspects at the heart of the experience: Unlock (personalized offers/ benefits), Lucky Draw, Exclusive Shop, Feed, NikePass and O2O elements.  As the first market globally to launch the O2O experience, the challenge was to create a smooth customer journey for a non-app-based solution. And given that Unlock is a new feature, the journey and experience had to be intuitive. For example, unique QR codes on Unlocks and in-store interactive screens were used with contextual instructions. Native/mobile wallet was also chosen to utilize its app-based features: push-notifications, location-based notifications, suggest on lock screen feature.  Essentially, there are four key elements to the whole experience: In-store screen, targeted communication, website, native/mobile wallet. Each of which serves to amplify awareness or facilitate engagement. 

List the results

• Within 48 hours of the launch, 2.5 million NikePasses and personalized Unlock cards were created and saved to mobile wallets • Targeted communications recorded +39% open rate and +28% CTR • +18% new members recruitment • +53% buying members • Traffic increased vs before launch: +26% online traffic on NIKE.COM +18% foot traffic in the Tsim Sha Tsui Nike Kicks Lounge Store