CONTACTLESS PARTNER WORKOUTS

Bronze Spike

Case Film

Presentation Image

TitleCONTACTLESS PARTNER WORKOUTS
BrandNIKE
Product / ServiceNIKE BRAND
CategoryD03. Use of Social & Digital Platforms
EntrantKLUE Shanghai, CHINA
Idea Creation KLUE Shanghai, CHINA
Post Production BREATHE BUSINESS CONSULTING, CHINA

Credits

Name Company Position
Kenny Mar Klue Chief Creative Officer
Scarlett Zeng Klue Sr. Copy Writer
Virginia Cang Klue Art Director
Jady Yang Klue Copy Writer
Kevin Ti Klue Co-founder
Jade Du Klue Account Manager
Jason Jiang Klue Account Manager
Bonnie Bai Klue Account Executive
Yingying Zheng Klue Sr. Art Director

Why is this work relevant for Brand Experience & Activation?

Understanding that the physical and mental benefits of sports is more important than ever during the pandemic, Nike designed a special partner workout challenge on Tik Tok that was powered by peer support to encourage each other to keep working out. More crucially, this customized interface overcame the physical walls of quarantine to physically reunite friends and loved ones through the sports they enjoy together. As a brand that pushes human limits and celebrates the greatness of the human spirit, Nike proved that sports and innovation have the power to unite everyone and tide through the most challenging times.

Background

2020 is a year marked by the pandemic and its unprecedented challenges; one of the more obvious being the sudden isolation from one another. Consequently, many in China have deprioritized sports or physical activity due to the loss of a conducive sports environment and a loss of motivation that comes from enjoying sports as a group activity. Recognizing that, Nike wanted to find a way to bring sports and positivity back into the lives of everyday athletes as we believe sports is one way to help everyone tide through this difficult time and emerge stronger together.

Describe the creative idea (20% of vote)

To overcome the physical walls that separated sports lovers during the quarantine period, Nike created the “Contactless Partner Workouts” on Tik Tok, a social media workout challenge that invited everyone to co-create split-screen partner workout videos. Led by national team athletes, celebrities and sports influencers, sports lovers from any part of China could pick their favorite sports and partners to work out as together, unlimited by any form of physical or geographical barrier.

Describe the strategy (20% of vote)

The target audiences are everyday athletes and sports lovers that have a regular habit of doing sports or exercising. The quarantine period has meant that these people could no longer do their usual sports at their usual grounds and any form of social connection in sports would be impossible. Our approach was to leverage the influence of social media, the main avenue of social interactivity, to deliver positivity and the motivation to continue exercising during quarantine in order to stay physically and mentally fit. Through a creative digital activation, we can hurdle over the walls of isolation and reconnect people physically by doing sports together.

Describe the execution (30% of vote)

Rallying under the hashtag of #YouCantStopUs, we collaborated with national sports athletes, celebrities, and sports influencers to launch the Contactless Partner Workouts on Tik Tok in the beginning of April. With a specially designed split-screen interface, users could co-create seamless “duet” workout videos with our sports personalities or with their own friends and family. To further inspire people to join the biggest partner workout ever, we produced a mini-podcast series throughout the entire April featuring China women's national team footballer Wang Shuang and six other influencers who represented different sports communities to share their stories of perseverance and dedication, as well as words of encouragement for everyone in quarantine.

List the results (30% of vote)

This campaign won positive reviews across major Chinese social media platforms including Tik Tok, WeChat and Weibo. On last count, it garnered over 4 billion views on Tik Tok and generated over 700 thousand user-created videos; a participation rate 1.5 times higher than the industry benchmark. Further more, our athlete podcast series on WeChat reached over 246,000 total views and over 80% of consumers resonated with our campaign message. Our campaign had an additional call-to-action and the high level of engagement was further reflected on the Nike Training Club app where it recorded higher than usual numbers of daily updates on users' workout progress. The Contactless Partner Workouts gave people the peer motivation to do sports at home and re-established an important human connection that we all need during this isolation period.

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