The global nature of Nike’s GS campaign meant it had to consider and be sensitive towards local restrictions and regulations across the world.

Logistically, this provided an extensive set of hurdles which required careful navigation to ensure brand consistency across the regions.

While ad-funded programming is on the rise, the overcrowded online marketplace and savvy audiences who demand premium content, have meant it’s increasingly difficult to stand out.

For the GS campaign, our ambition was to create a buzz around Nike Football’s latest product in an intelligent and intuitive way that cut through the rest of the digital noise.

We injected an element of mystery and intrigue into our launch film that really hit home with our target audience, a demographic who thrive on being first to know and share topical information.

From an audience perspective, the tease film had it all: it gave them the chance to share and talk about an exciting, mysterious new product while simultaneously showing off their expert knowledge of Nike’s star athletes by identifying the secret player.

The follow up film provided the chance to validate their guesses and earn bragging rights among friends. For our football-centric audience, that ticked every conceivable box.

Over two defining weeks, the campaign smashed Nike Football and Nike Better World social engagement records, making it Nike’s most successful social boot launch ever without the support of any paid media.

Our audience responded to the launch in force, generating 135,162 Facebook likes, 20,000 new Twitter followers and a 700% increase in traffic to NBW.com. And the Nike GS sold out in record time.