Nike - NIKE DUNK ATTACK

Nike is a world-famous brand of sportswear and footwear owned by the American company Nike Inc.

The agency worked with Nike from 2009 to 2012. Campaign dates: February 20 — March 7, 2010.

GOALS AND OBJECTIVES

To support a new Nike Dunk sneaker model on the market with a promotional campaign, and to use such an unusual tool at that time, as influencers, as well as:

1. Develop and run an advertising campaign on social networks.

2. Organize media and contextual advertising.

3. Arrange publications in the media and from opinion leaders.

offline tasks

1. Generate demand.

2. Attract customers to the store.

3. Help in sales of specific model sneakers.

TARGET AUDIENCE

Men and women aged 20-35 who live in Kyiv. They are interested in sportswear brands, fashion and love sneakers.

IMPLEMENTATION

The event helped to reveal the product to consumers as much as possible — for four days, in one of the stores of the network, those who wished could purchase a new shoe model at a promotional price of UAH 599 per pair.

We did a hype campaign for Nike Dunk before the word even came into common use. And to make everything work, we used a tool that at that time did not really have a designation in Ukrainian marketing — seeding and attracting influencers who did not yet know that they were called that.

Consumers learned not from advertising, but from recommendations, that within 4 days they will be able to purchase a new model of sneakers at a promotional price of UAH 599 per pair in a particular store on the network. Even in 2010, it was a fabulously low price for an exclusive: imagine that Nike brought only 500 pairs to all of Ukraine.

Our channel mix for this campaign included three components. Number 1 — publications from users who have gathered a streetwear and street fashion audience on their pages. Number 2 — posts in thematic coties: people who understood why to stand in line for a pair of Nikes gathered here. Well, and number 3 – messages on information and lifestyle portals to give sufficient coverage and official status of the news. As a result, on the day of the launch, half an hour before the opening of the store, a queue of 26 people lined up in the Globus shopping center. On the first day, 150 pairs of sneakers were swept off the counter, without a single hryvnia invested in additional offline advertising.

Our channel mix for this campaign included three components. Number 1 — publications from users who have gathered a streetwear and street fashion audience on their pages. Number 2 — posts in thematic communities: people who understood why to stand in line for a pair of Nikes gathered here. Well, and number 3 – messages on information and lifestyle portals to give sufficient coverage and official status of the news. As a result, on the day of the launch, half an hour before the opening of the store, a queue of 26 people lined up in the Globus shopping center. On the first day, 150 pairs of sneakers were swept off the counter, without a single hryvnia invested in additional offline advertising.

Results

1 of the first satisfied clients of the agency

432 pairs of shoes sold

43 publications in the media and from bloggers

​

​​