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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’
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