Situation:

WeChat is used by everyone for everything in China. It is part of everyone's daily life. The platform now has over 1 billion users.

HOW CAN WE REACH ALL THOSE POTENTIAL ATHLETES WITHOUT THEM NEEDING TO DOWNLOAD OR USE A SEPARATE APP?

Brief:

Simplify / Unify the Nike online mobile and retail experience for users utilizing the WeChat environment to reach 1billion potential athletes.

Objectives:

Create a seamless WeChat user journey in order to push new signups to Nike+ and drive sales.

The creative idea was driven by an execution to unify the Nike mobile experience by creating "The Nike China WeChat Mini-Program". The idea was to ENGAGE / EXPERIENCE / CONNECT and allow users to unlock a variety of content and services - ALL INSIDE WECHAT. A special mini-program was built inside the WeChat environment where users can connect to Nike+, get the latest offers and info, interact in the store and purchase online. The perfect way to connect with Chinese consumers and link them from offline to online and vice versa in the most seamless way possible. The most important part of the idea was that consumers do not have to download an APP. Everything is seamlessly integrated into WeChat.

When analyzing the target audience, it was clear that WeChat, with its 1billion users is the single most important channel to capture new consumers and reward loyal Nike fans. Tencent had recently launched a new platform for Mini-Programs embedded into the WeChat framework, which connects everything. Think of small, extremely fast loading APP's but native to WeChat and, without a download needed... This platform became the perfect choice for our idea to take shape. We created ONE UNIVERSAL MINI PROGRAM to connect any online and offline scenarios. Everything is seamlessly integrated into WeChat.

A WeChat Mini-Program, deeply embedded into the WeChat ecosystem to leverage social, membership and e-commerce functionality. Data was shared across the Official WeChat account and the Nike Data Center to power the Mini Program personalization and payment systems. The project spanned 4 months working with a combined multi-disciplinary team consisting of project managers, copywriters, UX & UI specialists and designers. Agile development was used and, in every sprint, the team planned, designed and iterated together to incorporate new requests and changes from business, technology and other key Nike departments. Key features include: • Embedded into WeChat ecosystem • Personalized content based on online behaviors and profile • Integrated into WeChat API’s to streamline the experience and functions • Universal member pass (offline to online) NOTE: Please scan the circular QR code on the board using WeChat to view the Mini-Program.

Nike do not allow exact numbers to be shared for legal reasons, but all targets were over achieved with very little media spend.

NOTE: Please scan the circular QR code on the board using WeChat to view the Mini-Program.