Case · Nike · 2017

How do you shoot a boot into the centre of football's biggest moments?

The goal countdown campaign “New Emotions”

Social media campaignCo-Created ContentInfluencersReal-time postsEmoji design

Co-created content campaign for the social media launch of the new Nike Hypervenom 3 boot. During the race for the Bundesliga top-scorer trophy, we developed real-time posts with custom emojis of the players, their Nike boots and their current goal count. In collaboration with artists and influencers around the world, we created relevant content with over one million views.

Case film

Three players, three boots, one countdown: the campaign at a glance.

The heart of the campaign

Emojis of the players, their boots and their individual goal celebrations.

Teaser film to kick off the duel.

With every goal, football influencers posted a “real-time goal celebration”.

The winner's post for Dortmund star Aubameyang achieved over 450,000 views.

And of course we also celebrated the runner-up afterwards: Robert Lewandowski.

With his very own goal of the year. He thanked us officially on his account.

Details

Task, approach, outcome.

Task

Launch of the Nike Motion Blur Pack for the 2017 season finale among football-mad teenagers, pro athletes and influencers.

Starting point

At campaign launch, Bayern are already confirmed as Bundesliga champions and main sponsor Adidas is in the spotlight. How do we create attention?

Challenge

Young football fans have no interest in plain packshots of boots or athletes. They want content with meaning that stands apart from the look of conventional football posts.

Approach

Interviews on media behaviour, weekly rhythms and relevant football moments, combined with studies on youth culture, football fandom and social media use.

Execution

An influencer goal countdown. During the race for the top-scorer trophy, we developed real-time posts with custom emojis of the players, their Nike boots and their current goal count.

Outcome

Over 1.2 million views. 460,000 views on photo posts and 810,000 on video. We received comments on the emojis and boots from all over the world.

Cookies for Google Analytics and Google Ads?We would like to use Google Analytics to understand how our site is used, and Google Ads conversion tracking to measure whether our ads lead to enquiries. For this, Google (Google Ireland Limited) sets cookies, and data may also be transferred to the USA. Without your consent, nothing is loaded and nothing is sent to Google. You can change or withdraw your choice at any time via “Cookie settings” in the footer. Privacy policy