| Facebook Awards 2012 | ||
|---|---|---|
| Winners | - | Bronze Award |
Category: Best integrated content campaign
Advertiser: NIKE
Product/Service: RUNNING
Agency: LIVEAD
Chief Executive Officer: Lucas Mello (LiveAD)
Creative Directors: Mauro Silva/Keke Toledo (LiveAD)
Account Director: Aline Rossin (LiveAD)
Creative Manager: Julia Duarte (LiveAD)
Creative Manager: Pedro Perurena (LiveAD)
Art Director: Bruno Zampoli (LiveAD)
Influencer Manager: Amanh Asad (LiveAD)
Copywriter: Marcelo Rosa (LiveAD)
Project Manager: Karina Rehavia (LiveAD)
Account Executive: Felipe Oliveira (LiveAD)
Content Director: Ariel Gajardo (LiveAD)
Producer: Breno Assumpção (LiveAD)
Account Executive: Bianca Rodrigues (LiveAD)
Planner: Rafael Mendonça (LiveAD)
Content Copywriter: Lara Martins/Alex Correa/Bruno Reis/Gabriel Barreira (LiveAD)
Content Assistant: Priscilla Schall (LiveAD)
User Experience: Fernando Maciel/Fernando Amaral (LiveAD)
Web Producer: Marcus Vinicius (LiveAD)
Producers: Wendy Kerr/Regina Andrade/Nibio Salatino (LiveAD)
Videocase: Antonio Adriano Brito (LiveAD)
Media placement: Launch Meeting - Casa Das Caldeiras - 29 August 2011
Media placement: Kit Sign-Out Event - Nike Stores At Morumbi Shopping Center (SP) / Rio Sul Shopping Center (RJ) - 10 November 2011
Media placement: Technical Congress Event - Pestana Hotel - 19 October 2011
Media placement: Application - Online / Facebook - 1st October 2011
Media placement: Confessional - Race Course - 20 October 2011
Media placement: Like Button - Race Course - 20 October 2011
Media placement: Animated GIF Mat - Race Course - 20 October 2011
Media placement: Facebook Wall - www.facebook.com/nikecorrebrasil - 30 August 2011
Media placement: Twitter - www.twitter.com/nikecorre - 30 August 2011
Media placement: Blog / Youtube / Flickr - www.nikecorre.com,www.youtube.com/nikecorre, flickr.com/nikecorre - 30 August 2011
Campaign Description
Brazil is going through a transition in its models, wherein TV has been losing space to digital entertainment. Even with TV stations having a dominant say over content generation, Brazil is experiencing an accelerated growth of its digital social networks. Facebook has seen the largest growth (with 45m users in Brazil) and has already far surpassed its largest local competitor, which was Orkut.
Brazilians spend 23 hours online every week, and often leave Facebook and Twitter open as a secondary screen, providing a generally good-humoured ‘live coverage’ of the most relevant news. Blogs experienced intense growth in Brazil starting in 2006 and quickly became too commercial, due to a strong business exchange with the brands. As the blogs became money driven, they lost authenticity and credibility with the audience. Brazilians have been developing an ability to identify brands that have an authentic attitude, and only value brands that walk the talk.
Effectiveness
In the last 3 years, Nike has held the largest relay race in the Americas, with the goal of generating a real connection between the brand (and its products) and amateur athletes and influencers from the running world. In 2011, we invited 20 teams to run from São Paulo to Rio de Janeiro, covering 600km in 3 days.
Along with the marketing challenge, our task was to use the digital environment to bring these runners’ experiences to millions of Brazilians. In addition, to show that, contrary to what Brazilians think, running is neither lonely nor boring, but rather it is an enjoyable sport with team spirit and a plenty of human interaction.
We knew that the event would be an excellent experience, so our strategy was to tell the story of the race in real time, showing everything from the point of view of the athletes themselves, as they ran.
The solution was to make sharing the race highlights an intrinsic part of the race. In a fun way and without requiring any additional effort beyond the effort of running.
Every athlete was connected to his or her social networks using some special tools, such as RFID sensors (for frictionless sharing). This made it possible for each athlete to post animated gifs, ‘like’ messages and videos on their Facebook walls, sharing their most intimate feelings.
Implementation
In order to attract the audience, it was necessary to deliver truthful content. Nothing is more authentic than the most intimate feelings of runners at the exact moment they live the experience.
Each step taken by the athletes generated a share on their networks, filling their friends’ timelines with animated GIFs, ‘like’ messages and video testimonials in which they recounted details of their experiences.
In addition to this spontaneous content, Nike was also covering the event in its official channels. Facebook became the central hub for the event with various types of content.
Outcome
This action was the most important step in a large project to renew running culture in Brazil. In social networks alone (Facebook, Twitter and blogs), the athletes’ messages impacted 2.9m people. Beyond the action’s quantitative results, the engagement results are still immeasurable. The action showed that people can stand out socially through running. This has motivated people to create more running groups, and especially to participate in the group Nike created. The group was created in July 2011 with 100 young runners; today it includes 2,764 athletes from São Paulo and Rio de Janeiro, who often run in groups at parks and pass along the brand’s primary message in a natural way. The Facebook fan page grew from 152,000 fans to 181,000 during the 3 days of the event. In the following months, it gained relevance within the running community and today already has 459,000 fans. With an audience as large as this, owned media has gained power; it has been helping launch products and decreasing the investment in paid media.