Time to refresh the app and member relationship

Taking the chance of re-launching the app due to data migration, Nike planned on a marketing campaign that highlights app features through a unified approach to cross-channel storytelling. To elevate relationships with existing members and encourage them to migrate. We crafted out the upgraded messages along with promo videos & visuals, as well a comprehensive member hub inclusive of personalized member engagement & GWP weekly refresh & user referral.

Taking the chance to re-launch their mobile app due to data migration, Nike China planned a marketing campaign that highlights the app’s features and benefits through a unified approach to cross-channel storytelling, and we were luckily invited to be of the key creative support.

The priority: To elevate the relationship with existing members by communicating clear app values and inviting members to migrate to the new app for an engaging membership experience.

With that in mind, we supported the Nike team to come up with the upgraded app messaging hierarchy, along with a full line of promo videos and visuals, as well craft out a comprehensive member benefit hub including a personalized member reward engagement experience, weekly new gifts with purchase, as well as a user referral program.

To further build the member’s relationship with Nike, we built a personalized app experience where members could look back at their journey with Nike based on behavior data such as their purchase history in an immersive way. Each profile highlight is depicted by beautiful 3D graphics, which culminates into a unique icon which belongs only to the member. Within the journey, we also inserted easter egg such as lucky draws to reward the member based on his/her preferences and historical data.

Members new to the app were not forgotten - we also created a special journey for them, so that they would quickly grasp the app’s functions and member benefits.

We were tasked to create 1 hero video and 4 shorter videos to showcase the refreshed look and rich features of Nike’s upgraded app.

The 4 benefits / features are:

A smoother shopping experience

Providing the whole story

Joining Nike community

A seamless experience

We created a series of campaign videos and visuals with super bold colors and a fun soundtrack. Those eye-catching visuals are connected through a graphic lens inspired by the digital world and the app’s UI, so as to stay rich but also consistent.

We worked with 4 illustrative creators of various styles each for the 4 features, and then to have 1 animation house to string the 4 stories together into the hero video in a smooth way.

To further build the member’s relationship with Nike, we built a personalized app experience where members could look back at their journey with Nike based on behavior data such as their purchase history in an immersive way. Each profile highlight is depicted by beautiful 3D graphics, which culminates into a unique icon which belongs only to the member. Within the journey, we also inserted easter egg such as lucky draws to reward the member based on his/her preferences and historical data.

Members new to the app were not forgotten - we also created a special journey for them, so that they would quickly grasp the app’s functions and member benefits.

We’re very proud of what we’ve achieved. Within a week of the app’s launch, it saw more than 10 million total impressions. 746,000 existing members migrated to the new app, while 125,000 customers became Nike members on the new platform.

Brand relationships are not simply limited to marketing funnels, email marketing, and tracking data. Building all these proof points into a compelling story, and heroing the end-user, while leveraging technology – that all contributes to the project’s success.