OBJECTIVES
1. INSPIRATION:
Build Brand Awareness for Nike Well Collective
2. INVITATION:
Invite her to Join & Participate in NWC
3. INNOVATION:
Build her confidence in our product.
+8.6
million Users impacted.
3150
units sold Tights y Bras in ND
+10ppt
growth vs. rest of Women BU
120
Attendees at nikewellcollective Talks
50
Attendees at trainers communities events.
1. INSPIRATION
The goal for this season was to introduce Nike as her trusted holistic fitness brand which we approached focused on two pillars: Media and CBM.
MEDIA
We used media to introduce Well Collective and its products. We leveraged global Nike assets to relaunch Nike's fitness offerings in offline and online platforms to build interest in the products and drive traffic to product pages.
CBM
We featured inspiring stories of people using movement to achieve their goals, motivating our community and driving them to Nike stores for experiences and products.
VIEW
GALLERY
0,46%
Average CTR (+ 0,16 pp vs. Benchmarks)
2. INVITATION
We focus on establishing an always on ground game through our Nike experiences and elevating our 3 leading voices.
4 Nike Talks in Nike Women's lounge, +100 consumers participating.
Manu Galdu's first event through product education and seeded 20 consumers with Pegasus 40 to enjoy a community walk and a healthy brunch.
Yoga Day elevating Mica's Yoga event with 30 consumers.
VIEW
GALLERY
3. INNOVATION
Established the Fitness Marketplace for Her, leading with Nike Direct with two must win doors (Alto Palermo y Paseo Alcorta) & amplifying through Partners through Well Collective to increase sell thru of Bras and Leggings.
Marketplace
Our Campaign was elevated in NDDC, NDIS (3 Doors) and our Partner's doors: Dexter (4 doors) leading with Global Assets from 31.05. In our main door, Alto Palermo, we launched a Women's lounge, a new space to serve her with amazing results.
+20%
total women sales vs. LM
+40%
Holistic Fitness products (Tights and Bras) vs. LM
37%
Share of sales in Alto Palermo
