Think you’ve seen it all? Think again. To celebrate our 50th anniversary, Nike and JD co-created a multi-channel campaign honoring iconic brand heritage moments and legendary Nike products via experiences and media relevant to the Gen Z consumers of today. The JD consumer was invited to celebrate the past and help define the future lifestyle of sport alongside influential sport and culture protagonists. Here’s how it happened.
NIKE x JD 50TH ANNIVERSARY RECAP
MAIN KPIS |
12M+
impressions
50
Top Creators
4x avg
playtime on Snapchat
800+
Stores
across EMEA
3.7K
O2O experience unlocks
40k
'50th Duffle Bags' units distributed
50
Tier-1
rewards for top loyalists
Distinction |
Our cultural protagonists extended an open invite to consumers to celebrate the moment. Our extensive catalyst plan included 50 top JD profiles. A collective of voices across sport, lifestyle, music, and culture defining the future lifestyle of sport. Tier 1 talents, NSG
and Abisha, were recruited to drive further scale and consumer connection.
MASS APPEAL |
FUTURE FOCUSED |
STYLE LED |
Big birthdays need big guests. The NSG crew answered the call with their far-reaching, cross-geo appeal.
On the cusp of even bigger things. Rising RnB artist, Abisha, continues to shape her own future and inspires her loyal community to do the same.
Expressive, proud and unrivaled. We connected with a collective of talent across sport, lifestyle, music, art, and culture to bring their own twist. The cleanest look is the one you haven’t seen yet.
50x
top
creators
50x
pieces of content
2M+
impressions
2.4%
engagement rate
84%
COMPLETION RATE (AVG.75%)
10M+
Ad
impressions
1%
open rate
(avg 0.5%)
Digital Innovation |
Firstly, we invited consumers to immerse themselves in the heritage of Nike via our custom-built footwear lens. Then, we put the creative direction entirely in the consumers’ hands via our Snapchat style guide lens which encouraged them to build and share their favourite Nike look before having the chance to buy it on the platform. This two-phase activation played a key role in our extensive media plan and drove high levels of engagement across the platform.
SNAPCHAT
FOOTWEAR LENS
Our Footwear lens celebrated the top 5 footwear franchises in the history of Nike at JD with UGC-based content guiding huge traffic towards the lens. It brought users on an interactive virtual reality journey aimed at engaging and educating the new generation on Nike classics.
44.3 Seconds
AVG LENS PLAYTIME (SNAP AVG.10'')
2%
TOTAL SHARE RATE (SNAP AVG. 0.5-2%)
3.7K
SNAPCODE SCANS In-Store
RETAIL EXECUTION |
STYLEGUIDE LENS
The Styleguide lens invited users to create their own personalised Nike look from the JD offering with the option to buy that look with their next click. A playful way to generate unique UGC and increase conversion rates. Members who submitted their final looks were entered into a draw to be in with a chance of winning some exclusive JD rewards.
25"
CAMERA PLAY TIME (SNAP AVG. 10")
2.6M
TOTAL
REACH
20"
CAMERA PLAY TIME (SNAP AVG. 10")
3.5M
TOTAL
REACH
Our retail activation compiled of a full fleet takeover, over 800+ doors across EMEA, with pinnacle window executions for our top stores. In-store event zones included moving conveyer belts to highlight product, special in-store installations, and integration of Snapcodes to bridge to our digital experiences (O2O). The success of the campaign saw JD re-install the in-store fixtures after their Summer sale period.
3.7K
SNAPCODE SCANS In-Store
800+
stores
LOYALTY & DUFFLE BAGS |
Our Nike loyalists at JD were rewarded with exclusive unlocks including access to a bespoke 50th Anniversary Duffle Bag designed by local JD creators. In addition, members were invited to create their own shoe design on the bag itself with the top 10 entries winning a bag full of Nike products and JD gift cards.
40K
units given
to loyal customers
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