Celebrate why real life runners actually run for through an individual direct social media response the Mexican way: handcrafted.

Through big data we targeted and stalked real life runners to discover their real life motives.

We shared the data with our illustrators and surprised each runner in real-time with a hyper-personalized animated video by Nike after they shared their run.

Journey

1. Data mining

2. Select our real life runners

3. Craft the story

4. Translate it into art

5. Wait for the to go out running again

6. Send them a customised .MOV with their own story

750 hyper-personalized and hyper-local handcrafted targeted video content.

7,200 new real life -followers- runners asking us to tell their story.

+1 million emotional reactions with no media budget that inspired Mexican runners to keep going by simply praising their true goals.

Only using Twitter our content went all around other social platforms.