Nike: Take on TJ
Marketing Challenge: How can we motivate teen athletes to anticipate the upcoming athletic season and visit Nike.com on "Gear Up Day".
Methodology:
Social Listening
Google search trend analysis
One-on-one interviews
Creative: "Take on TJ" rolled across multiple social platforms including Twitter, Facebook, Instagram and YouTube leveraging athletes and influencers along the way. It included an experiential event and tapped into multiple parts of the Nike ecosystem including the app and customer service.
Business Impact: Increased social engagement and successful repositioning of Nike's Back To School approach.