Nike’s ‘Nothing Beats a Londoner’ campaign took on a problem that many advertisers find difficult to deal with: wavering brand affinity. Nike was still the best-selling sportswear brand with young Londoners. But the audience didn’t feel the connection between celebrity-led advertising and their real lives.
Using insights derived from extensive quantitative and qualitative research, we developed a nuanced understanding of what those lives looked like. We tailored the brand’s content strategy to the lifestyles of 16- to 24-year-old Londoners. To do this, we developed a campaign that — using a range of personalised cues — allowed each Londoner to create a multi-platform, multi-instalment story unique to his or her location in and on their journey through Britain’s capital.
Our content campaign engaged millions of young Londoners — with 29 million completed views — with a storytelling journey unique to each user, their location and their preferences. We amplified this tailored content with a range of social and other assets, including brand-new sticker-packs on Snapchat, Nike London Avatars in Xbox and endorsements from icons such as Skepta and Mo Farah. The result was an uplift of 7% in brand awareness, 7% in brand closeness and 3% in brand sentiment.