MEDIA
For the Launch of Vomero 18 we took over the city with an aggressive OOH deployment across GBA and CABA with more than a 1000 placements.
Our digital campaign encompassed both Brand and Performance Media with a strong presence across key platforms including TikTok, Meta, Google, X and YouTube.
To build awareness of Vomero we leveraged a partnership with La Casa Stream and featured our Nike Run Bue coaches Santi Coria and Ine Gaviña on their platform to educate consumers on running fundamentals, product technology, and live trials.
ENERGY
We expand our roster of key running voices and invited them to experience the benefits of the product during a Nike Run BUE elevated session, combining product education with a unique seeding and unboxing experience.
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SEEDING
NDDC
The campaign was launched with prominent placements on both the Homepage and Landing Page. Our launch strategy also included a focused email campaign sent to 57K consumers, highlighting the product's technology.
Some of the most relevant results include:
- The Vomero 18 launched strong, ranking in the Top 20 best-sellers on .com and achieving 1,195 units sold through August.
- The digital priority banner was highly efficient, generating 357K views and a 2% CTR
- This success drove significant growth in the Running category, registering a 29% increase in revenue and 23% growth in units compared to the previous month.
NDIS
We also executed the campaign through our NSO doors in an Attract - Engage - Connect level. Also, we transformed our Alto Palermo store into the Vomero House, intervening the facade with the vibrant campaign red. Inside, we created an immersive experience by deploying the full campaign and installing a treadmill for consumers to directly test the product's innovation. This trial drove excellent results, achieving a conversion rate of +50%.
The experience was further elevated by product trials led by Nike Run BUE and expert talks covering product innovation, nutrition, and 21K preparation. These sessions featured Running Coaches Ine Gavina and Coco Suarez, Trainer Mica Pichniy, and Athlete Dai Ocampo.
STRATEGIC PARTNERS
We also executed the campaign through our partners Dexter and Category Specialty Run & Bike in an Attract - Engage - Connect level.
We executed an elevated running activation in Mar del Plata, partnering with Run & Bike to present the Vomero 18.
GROUND GAME
We hosted an Elevated Session with product trial alongside our Nike Run BUE community. We also held dedicated running sessions with our key local running partners: Epo Training, Correr Ayuda, and Oeste Running.
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VIDEO RECAP
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