To establish a cool and collective side to running, we created a film that brought together multi-sports professional athletes and everyday runners to run together and call on people to join their movement.

We’ve also developed hyper local activations telling the stories of 4 young runners in the same way we do with Nike’s major athletes. The idea was to portray them as local heroes so they could mobilize their communities to start running. We created graffiti murals in the neighborhood of each runner, amplifying the action through OOH and giving running an urban and cool feel in different locations throughout the city.While we were calling on people to join this movement through a brand voice campaign, we were also developing a kind of sports Kickstarter inside Nike.com where people could create their own runs and recruit others to join them.

From September 15 to February 16, we were on a mission to invite people to join the Vem Junto movement with an “inside-out campaign.” How could we inspire young runners to run with us? Our first move was to connect our running message with the core audience. A targeted Facebook and Twitter campaign was the first step to make this happen. We partnered with MTV to promote a run that was broadcast live by the channel.

To make the Vem Junto movement bigger and stronger, we started to spread the Vem Junto message organically from the most popular target channels (Facebook, Instagram and Snapchat), aligned with a targeted digital campaign before we spread the message inviting all Brazilians to run with us. Our media efforts supported 6 different channels with over 30 creatives, and targeted different audiences and channels from a mobile push notification to a building in Rio de Janeiro.

Our platform had 365 registered runs in the 1st month. If we consider that there are ony 300 official runs that take place each year in Brazil, we see that we managed to create a significant number of proprietary daily events without spending a penny on sponsorship. By the 3rd month, the platform had 700 runs and now that number is almost reaching 1,000 runs, showing that Nike is really turning more people into runners. The campaign reached more than 120 million people throughout the country and was responsible for one of the highest sales rate in Nike.com`s history.