Nike Run Club App x Charity race
Challange
There were multiple challenges Nike Running team was facing: on one side there was an ambitious goal was to get new people to start running and participating in sport, on another - limited marketing budget and cancellation of all global running sport events.
Solution
We partnered with Naked Hearts foundation, who were helping with their programs children with special needs. On a day of the physical race, Nike Run Club app had a Live digital challenge: for every kilometer people would run, Nike would contributed $1 to the charity and also provide a digital badge-medal to a runner. Campaign included CRM activation of the current user base, community marketing, influencer activations, paid media and PR.
Result
As a result, we had 20'000+ sign-ups for digital race, hundreds of earned media publications, few dozens of mentions from bloggers and celebrities like Natalia Vodianova, Naomi Campbell, Izabel Goulart and amazing 10X boost to NRC Weekly Active Users up to 90'000 runners. Project was a big success and repeated for 3 years in a row.
