Young women across Nike’s focus regions are insecure and anxious when it comes to styling. They want to stand out, but they need to fit in. Sneakers didn’t fit with how they saw themselves or who they wanted to be: smart, adult, attractive, responsible, or just effortlessly cool. They didn’t know when to style sneakers, what to wear them with, and crucially they didn’t perceive sneakers as fun.

Nike’s core ambition is to inspire and serve people, so they relished the challenge of creating an approachable and fun service that legitimizes sneakers as a form of self-expression for women. The opportunity? To create a unique service that takes women on a styling journey from insecurity to confidence, that was easy to use and engage with, and that could convert delight into action.

From this north star was born the idea of a 1-to-1 sneaker styling service that speaks her language.

To help women style looks and have fun with sneakers, we designed a user experience to serve both needs. Users can seamlessly interchange between browsing looks to style their whole week from work to street, and uploading photos to magically create customized Air Max sneakers.

To be relevant, we knew that we had to speak their language, literally. So we translated StyleBot, leaving no turn of phrase or quip unturned, into local languages for our key markets.

On 3.27, the day after Nike’s annual celebration Air Max Day, StyleBot launched across the globe, capitalizing on buzz generated around sneaker culture. We launched a streamlined paid media plan that afternoon, driving directly into the bot with media that could storytell the StyleBot experience. Daypart targeting in Instagram styled her week with looks from the bot, and Facebook drove quality traffic into the bot using previews of the bot content and functionality.

Nike StyleBot set out with one goal – to inspire women to engage with sneaker style – and so far the experience has delivered some amazing results. (Results only account for launch month)

Out of the 280,000 women who have clicked into the bot, users enjoyed over 130,000 styling sessions, digging the streetstyle and athleisure looks to rock their weekends. UGC has been a key success story of StyleBot, with users creating 44,000 customized and shoppable Air Max sneakers!

Women have spent on average 3 minutes in the bot, surpassing the average for chatbots by 34% - a key indicator of StyleBot’s value.

Nike.com integration has also paid off, resulting in 6,000 Nike.com page visits at a CTR 12.5X higher than the global Nike average. 80% of Nike.com visitors also check out multiple pages, showing that users are highly engaged when choosing to visit the site.