Client Nike Hong Kong
Project ‘Nike Women – This is love’
Brief Strengthen brand recognition by appealing to girls who love sports, and specifically dance. Nike targeted young, stylish young women whose passion for dance would translate into a 25-minute film, and used digital channels (Nike’s own site and Facebook) to promote and distribute it.
People Endy Fung, creative director; Ray Chan, Duration January 2008 - April 2008writer; Heiward Mak, film director; Phyllis Ma and Opal Li, account servicing; Brian Wong and Ng Kit Bun, technical support
Duration January 2008 - April 2008
Background Nike wanted to distinguish itself from competing athletics brands when promoting its women’s line. To achieve this, the brand focused on Hong Kong’s young, athletic women, who are the region’s style pioneers.
Nike has long targeted female fitness fanatics in Hong Kong. It knew that wearers of its clothing were energetic and passionate about sports, and many of the most influential people to its target customers were young women in their late teens and early 20s.
However, this campaign involved a different approach from previous activity. The campaign team at Nike and digital agency e-Crusade found that dance is a key interest of Nike-wearers, and so decided to strengthen brand association with this pastime compared with other sportswear companies. They concluded that these women were interested in dance because it offered a means of self-expression and showing femininity.
Meanwhile, Facebook was identified as a potential distribution channel after impressive growth in Hong Kong. Figures released in March showed that the site had become the territory’s most popular social network, with a 37.7% share of visits.
Aim The goal was to use the ‘Nike Women – This is love’ campaign to inspire women to strive for mental and bodily strength.
Project ‘Nike Women – This is love’
Brief Strengthen brand recognition by appealing to girls who love sports, and specifically dance. Nike targeted young, stylish young women whose passion for dance would translate into a 25-minute film, and used digital channels (Nike’s own site and Facebook) to promote and distribute it.
People Endy Fung, creative director; Ray Chan, Duration January 2008 - April 2008writer; Heiward Mak, film director; Phyllis Ma and Opal Li, account servicing; Brian Wong and Ng Kit Bun, technical support
Duration January 2008 - April 2008
Background Nike wanted to distinguish itself from competing athletics brands when promoting its women’s line. To achieve this, the brand focused on Hong Kong’s young, athletic women, who are the region’s style pioneers.
Nike has long targeted female fitness fanatics in Hong Kong. It knew that wearers of its clothing were energetic and passionate about sports, and many of the most influential people to its target customers were young women in their late teens and early 20s.
However, this campaign involved a different approach from previous activity. The campaign team at Nike and digital agency e-Crusade found that dance is a key interest of Nike-wearers, and so decided to strengthen brand association with this pastime compared with other sportswear companies. They concluded that these women were interested in dance because it offered a means of self-expression and showing femininity.
Meanwhile, Facebook was identified as a potential distribution channel after impressive growth in Hong Kong. Figures released in March showed that the site had become the territory’s most popular social network, with a 37.7% share of visits.
Aim The goal was to use the ‘Nike Women – This is love’ campaign to inspire women to strive for mental and bodily strength.
Campaign developers decided to create a movie that would showcase the work and talent of participants in a Hong Kong dance competition. The fly-on-the-wall coverage of the stresses and strains of taking part would bring out the raw emotion and drama of these women doing what they love. The idea was to exhibit the natural drama displayed by the women throughout the shooting process, and the action and talent filmed in the process could be an additional reason curious viewers would go online to see it.
“Asian young ladies like watching dramas,” says Amy Wu, marketing director of Nike Hong Kong. “We turned a sporting event into a journey of finding love.”
And by distributing the movie online, they could reach their target audience more effectively.
“Asian young ladies like watching dramas,” says Amy Wu, marketing director of Nike Hong Kong. “We turned a sporting event into a journey of finding love.”
And by distributing the movie online, they could reach their target audience more effectively.
Execution The result was the Nike Women Dance Competition 2008.
The competition was aimed at 18- to 22- year-old women, many of whom were college students. It was filmed throughout, and the result was a 25-minute movie that included the competition’s tryouts and street challenges, the women’s training sessions, and the finale.
The completed film aired both on Facebook and NikeWomen.com.hk. Nike and e-Crusade also built a Facebook application to promote the movie. Facebook users were encouraged to send a Premiere Show ticket to 10 buddies. The ticket was also designed to foster affection between these friends and encourage them to pursue activities that inspire them.
Results By the end of the campaign in April, NikeWomen.com.hk saw 990,000 page views, 560,000 of which were directly related to the movie and promotional events surrounding the movie’s digital launch.
More than 6,400 Facebook users watched the movie on the site, and more than 10,000 went on from there to visit NikeWomen.com.hk’s page.
More than 6,400 Facebook users watched the movie on the site, and more than 10,000 went on from there to visit NikeWomen.com.hk’s page.
