Nike: SHE RUNS THE NIGHT [video] [long version]

Credits & Description:

Type of entry: Use of Media
Category: Best Use of Social Media
Advertiser: NIKE
Product/Service: WOMEN'S RUNNING
Agency: JOY. Sydney, AUSTRALIA
Executive Creative Director: Christy Peacock (JOY)
Strategy Director: Andrew Wynne (JOY)
Marketing Director: Juliana Nyugen (Nike Asia-Pacific)
Marketing Manager: Tim Wood (Nike Asia-Pacific)
Marketing Manager: Missy Capone (Nike Asia-Pacific)
Creative Director: Chad Mackenzie (JOY)
Head Of Art: Tim Chenery (JOY)
Writer: David Roberts (JOY)
Head Of Digital: Rupert Pay (JOY)
Agency Producer: Corinne Porter (JOY)
Agency TV Producer: Trelise Caughey (JOY)
Senior Account Director: Kirsty Reynolds (JOY)
Account Manager: Brooke Doherty (JOY)
General Manager: Jonathan Hopkins (Razor Media)
Director: Kiku Ohe (Exit Films)
Director/Photographer: Simon Harsent (The Pool Collective)
Sound Designer: Wes Chew (Sonar Music)
Event Director: Andy O'Loughlin (Limelight Sports)
Typographer: Luca Ionescu (Like Minded Studio)
Editor: David Whittaker (The Editors)
Results and Effectiveness
The consumer response exceeded all expectations. By race night we’d built a community from zero to 54,762 female runners (83% above KPI). 44% of runners bought Nike shoes with registration. 98% of the digital community positively engaged with Nike (40% above KPI). 90% of runners intend to run the race next year (13% above KPI).
This campaign demonstrates the power of a culturally connected idea. One that changed the perception of a brand and united our target audience online and offline. We set out to shake up female running and sparked a movement that unleashed a powerful, thriving community.
Creative Execution
Having an understanding of female runners led us to question why no channel existed for this audience. This seemed at odds with women’s natural desire to share and discuss. So we created She Runs, a platform uniting them into one community. We asked these women what obstacles they faced. Some told us they were afraid to run at night, alone. We helped passionate runners start campaigns encouraging women to join them for localised night runs. These runners became our media channel. As the community grew, we launched She Runs The Night, a race challenging women to defy the night together.
Insights, Strategy and the Idea
Nike Australia was strong in the male running category but needed to form a deeper relationship with female runners. Our task was to find a way to connect with female runners (online and offline) and get them engaging more meaningfully with Nike.