NIKE
WRITE THE FUTURE
Winning the other World Cup Competition
PROBLEM
The World Cup happens every 4 years and is the single biggest moment in global sports. But without official sponsorship, how can Nike compete against Adidas for World Cup conversation?
Insight:
It’s not about official, it’s about authentic.
In conversations with our audience, one thing that became clear right away and that was that these kids wanted to be in control of their lives. You could say they wanted to “Write the Future” of their own lives and were hungry for inspiration, not status.
One Pass Makes the Difference
Partnering with W+K, we took their epic three-minute “Write the Future” film and pulled its inspiring message through a digital journey that delivered never-been-done-before experiences with Xbox, ESPN, Facebook, Google and YouTube and early takes on virtual reality In this way, we delivered a media strategy that was as creative as the spot it was inspired by.
I was the overall strategy lead and worked on the Levi’s business for 6 years.
Result: Nike 1 Adidas 0
Boosting social media following was a key goal of the campaign and, for the duration of the tournament, Nike Football Facebook fans increased 336%, from 1.1m to 4.8m. The spot was viewed online more than 50 million times and Nike was the most shared brand online in that year. Nike achieved its sales goal of overtaking Adidas to become the world #1 in football..
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