Nike: Hacking Jakarta for running

This case study describes how Nike made street running easier for Indonesian youth by facilitating their nonconformist spirit in a social media campaign.

Nike: Hacking Jakarta for running

Lindsey Cummings

Campaign details

Brand owner: NikeLead agency: BBH Asia PacificContributing agency: Mindshare Singapore and Pop-Corns Pop CommunicationsBrand: NikeCountry: IndonesiaIndustry SportsChannels used: Earned media, buzz, Events and experiential, Other and ambient media, Social mediaMedia budget: 500k - 1 million

Executive summary

This case study describes how Nike made street running easier for Indonesian youth by utilizing their nonconformist spirit.

Nike's Just Do It is one of the world's most famous brand ideas but it never fully landed in Indonesia, one...

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