Nike: 'Co-writing the future'
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17-Oct-2014 -
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Less than a month ago Nike launched its classic world cup epic 'Write the Future'. This presentation is an anlysis of the communication and the impact it is making across the world.
Transcript of Nike: 'Co-writing the future'
And these are the KPIs to measure its success
Nike is a Global Brand
Football is a Global Sport
And ‘Sport’ is a Social thing
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To be honoured as truly brilliant the work must demonstrate;
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It has generated worldwide brand buzz
And it has done all that in a very social way
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It has engagedWorldwide football
audience
It has generated worldwide brand buzz
The world has answered
Source: WARC
The world has answered – Owned Media
Nike.com:
I. Daily traffic increased by 85%. II. In the month of May, average site visits increased to
12.95 Million from 7 MillionIII. Average user spent an extra 3:18 minutes on site
In other words the work contributed to generate extra brand
exposure on ‘NIKE Owned’ Platform equivalent to the
value of;
I. 81 Years
II. Or 4239 Weeks
III. Or 29677 Days
IV. Or 42735000 Minutes
Sources: Google, Alexa, comScore
The world has answered – Earned Media
Sources YouTube.com
In Other Words the Video has Generated Free/Earned
Media (on YouTube) for Nike equivalent to the value
of:
I. 89 Years
II. Or 4674 Weeks
III. Or 32724 Days
IV. Or 785387 Hours
V. Or 47123258 Minutes
VI. Or 2827395520 Seconds
YouTube Views for NIKE ‘Write The Future’ Spot:
Total Views 15, 366, 280
Online Brand Share of Voice – Nike VS. Addidas
Source: Nielsen
Nike.com – Visitors
Source: Alexa
It has engagedWorldwide football
audience
The People – Citizens of the world writing on ‘Write the future’
Source: Sysomos
The People – Citizens of the world talking ‘Write the Future’
Source: Sysomos, Google, Baidu
And it has done all that in a very social way
Nike – ‘Co-writing the Future’
Source: Google
2,460,000 Ongoing discussions (Forums, Blogs, Discussion Boards, etc)
Nike – ‘Co-writing the Future’
Source: WARC
Facebook Fans BEFORE Nike wrote the Future
600, 000
Nike – ‘Co-writing the Future’
Source: WARC, Facebook
Facebook Fans AFTER Nike wrote the future
1, 183, 657
An extra 0.5 million (Apx) fans in less than two weeks
Nike – And it has done all that in a very social way
Co-Writing the Future
Social platforms mentioning and generating buzz for ‘Write the Future’
