Nike builds mobile-messaging muscle

This event report outlines how Nike, the sporting goods group, is using messaging apps to engage consumers.

Nike builds mobile-messaging muscle

Stephen WhitesideWarc

Nike's focus on athletes now extends right down to their fingertips – and, more specifically, connecting with them through a range of mobile-messaging apps.

"We are spending so much time in messaging," Kelly McCarthy, Nike's Senior Director/Global Marketing, told delegates at the 2017 South by Southwest (SXSW) Conference. "This is not just a millennial conversation. Most of your users now, if they have anything past a feature phone, are using messaging at scale."

In exploring this fast-growing component of the digital ecosystem, Nike has run tests including:

  • Jordan Breakfast Club:Athletes...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands