Brand: Nike
Agency: Wieden+Kennedy
Country: United Kingdom
Objectives
Achieving the pinnacle is difficult; maintaining it is even more challenging. In a city like London, which is perpetually evolving, Nike had established itself as the top brand. To maintain this position, it was crucial for Nike to reinforce its relevance with the next generation of Londoners by forging deeper connections through genuine, meaningful communication about the transformative power of sport.
Campaign Requirements
- Enhance Nike’s prominence among the youth of London by harnessing the power of sport.
- Encourage more young people in London to participate in sports.
- Provide London with reasons for pride during a period marred by terrorist attacks, political unrest, and a series of tragic events linked to youth violence.
Summary of the Work
In a city where young people face high pressures and expectations to succeed and appear popular and stylish, Nike aimed to uplift them. Unlike other brands that preyed on their insecurities by promoting style and celebrity, Nike chose to inspire the inner athlete in every youth with the empowering, entertaining, and confidence-building qualities of sport.
The campaign eschewed the usual focus on international sports stars and instead made heroes out of ordinary London kids. This marked a shift from glorifying elite athletes to empowering everyday young Londoners, making them feel invincible.
By delving deep into the realities of being a young athlete in London, the campaign highlighted kids who take pride not in their privileges but in their challenges, using these as a source of strength. From dealing with bad weather and strict parents to facing a sexist society, every challenge was portrayed not as a complaint but as a badge of honour.
The campaign, titled ‘Nothing Beats A Londoner’, featured real kids, authentic language, true stories, and iconic London locations, with a supporting cast of influential local sporting and cultural figures. This unique blend of social media and film saw the campaign stars launch a three-minute epic about London life through their Instagram accounts on the last day of school before half term, starting with a post from grime legend Skepta. This ignited a city-wide competition of one-upmanship as kids shared their sporting hardships, culminating in the full film’s release.
Engagement and Awareness
The campaign quickly went viral, trending as number one on YouTube and generating a Twitter moment as celebrities, including Drake and the Mayor of London, participated organically. It garnered over 150 media pieces, including coverage in Fast Company, The Guardian, and BBC, among others. The Sun even hailed it as ‘the best ever made’.
The three-minute film was viewed over 29 million times, equating to 51 years of viewing time, and received over 18,000 comments, well above the advertising average. It also inspired imitations and was widely discussed online, with kids adopting the campaign’s language and using the created GIFs and stickers, amassing over 32 million views on Giphy.
Moreover, the campaign motivated over 10,000 new sports participation opportunities across London, leading to inspiring stories such as a 15-year-old from Grenfell Tower discovering a remarkable talent for rowing, now training on a scholarship.
Social Behaviour and Insight
During a period of frequent distressing news, including terrorist and acid attacks, and gang-related violence, London yearned for authentic optimism. The campaign was shaped by London’s youth, who influenced everything from the locations to the script, ensuring it reflected their reality and vernacular.
The supporting cast included famous Londoners like Giggs, J Hus, and Sir Mo Farah, among others. The film’s initial release through the Instagram accounts of these London youths maximised early engagement, followed by screenings in cinemas during the half term before ‘Black Panther’ to inspire physical activity.
Brand Affinity and Sentiment
Despite already high baseline metrics, the campaign significantly boosted key indicators such as top-of-mind awareness, brand preference, and community understanding.
Sales Success
The campaign significantly increased foot traffic and sales at both Nike Town London and Nike.com. According to Lyst, searches for Nike products surged by 93% in London and saw substantial increases throughout the UK. The campaign also drove significant new member sign-ups and app downloads.
Conclusion
‘Nothing Beats a Londoner’ resonated deeply with the youth, turning the campaign into a cultural phenomenon. It not only met but exceeded all objectives, enhancing Nike’s presence, boosting sales, and importantly, engaging young Londoners in sport. This success underscores the power of authentic engagement and understanding the audience deeply enough to create content that resonates and is shared organically.
Discounting Factors
Throughout the campaign, Nike continued its regular online communications and category-specific CRM activities without additional campaigns or increased year-round activity.
