Nikki Wicks
Oct 7, 2014

CASE STUDY: How Nike and Razorfish connected with sneaker fans in Hong Kong

Nike turned to Razorfish to create a customer focused solution to connect with fans and help put an end to a sneaker speculation trade that was preventing real Nike enthusiasts from owning limited-edition products.

CASE STUDY: How Nike and Razorfish connected with sneaker fans in Hong Kong

Background

Nike identified a problem with sneaker speculation in Hong Kong. Sellers would hire people to wait in line to buy up all the stock of limited-edition products, then resell them at a much higher price. 

Aim

Nike wanted to connect with true sneaker enthusiasts in Hong Kong and cut out the speculators by placing its products directly in the hands of its true target market.

Execution

Teaming up with Razorfish Hong Kong, the brand created Nike Locker Room, a mobile website that allowed users to pre-order Nike sneakers online and enter a lucky draw to get first shot at limited-edition products when they became available. Nike Locker Room also allowed users to connect to Facebook, create a personal dashboard of sneakers that they owned or wanted to buy, and view a calendar of future releases. 

Results

The campaign made sneaker speculators a "thing of the past" according to the brand.

Nike Locker Room gained 49,140 new members and racked up 1.3 million pagesviews in the first six months. The platform also saw an 87 per cent unique visitor increase to Nike.com from Hong Kong, compared with the previous year.
 
The campaign also earned Razorfish Hong Kong a gold award at the 2014 Mobile Marketing Association Global Smartie Awards, in the category of Mobile Website.

Case study video

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