Nike’s social community became the heartbeat of the Write the Future effort. Long before the tournament began, Nike decided to build their social channels to have a vibrant community established to activate them around the big event.When it came time to launch the 3-minute film, we gave our community the exclusive premier to see and share it first. From there, we launched the film to a broader audience to create a positive, social disruption around the world. We worked with Facebook to execute the first ever global takeover of their site across 20 countries on the eve of the Champ League Final. In literally one day, we quadrupled the size of the community from 1.1 to 4.8 million fans. It is now over 12 million fans.Once the community was established, we developed exclusive experiences for them to get involved in Writing their Own Future throughout the big tournament.

“The World Cup has been won. And the winner is Nike.”The Telegraph“Other companies who want to win with social media should take note.”Harvard Business ReviewThe quotes from the press speak for themselves. Nike was successful in connecting with consumers, driving conversation and creating community around the biggest global sporting event.The key metrics:1) Nike global product orders were up 7%2) Nike sentiment / brand buzz was twice adidas and 30% of the overall football conversation3) YouTube views of the 3-minute film reached 12 million views in one day and 40+ million and growing.