Nike teamed up with agency AnalogFolk to create a new personalised membership platform for the consumers and athletic community of Hong Kong promoted via an online and in-store promotional campaign.
Territory: Hong Kong
Agency: AnalogFolk
Objective:
Nike has a global ambition to be a true partner to everyday athletes and to better reflect this and to provide a membership experience relevant to the athletic community of Hong Kong, the sportswear behemoth’s marketers worked with AnalogFolk to create a new personalised membership platform.
The redefinition was shaped by an analysis of what consumers valued the most:
> Early access to the best products
> Experiences – in terms of events as well as services
> Recognition – for their achievements and loyalty to Nike
> Expertise – athletic coaching from top names in their sports and personalised product advice
The agency’s challenge was to introduce existing members to the new membership program, to attract new members (mainly active teenagers and young professionals) and to increase direct sales.
Activation
Aligned with the overarching global strategy, the agency created a locally-relevant online platform with nike.hk as the central hub.
The platform was centred around four main benefits that are all tailored to the members shopping behaviour and interests:
> Member-only products
> Coveted experiences
> Exclusive rewards
> Nike expert access
AnalogFolk worked with the Nike Shanghai strategy team and the Hong Kong business team to roadmap the platform.
For the first launch, the team created a hyper relevant local experience reflecting the spirit of Hong Kong.
The online experience was created to ensure offline and retail still played a pivotal role and the result was an O2O experience where mobile wallet and geo targeting bridge the gap between offline shopping, retail and our membership offerings online.
The first version of the NikePlus platform was launched at the end of March 2019 and it contains most of the same benefits and offerings with the exception of Nike Experts.
Along with the platform, a first test of an online-to-offline retail experience was released.
The launch was supported by marketing communications online and in-store.
To mark the start of the new personalised membership program, all existing members received personal ‘unlocks’ (exclusive offers) reflecting their interests and rewarding their loyalty.
Nike, Membership 2.0 – Case study film from AnalogFolk on Vimeo.
Outcome:
Amongst the campaign’s key success metrics were:
> 25m+ Nike passes and unlock cards in first 48hrs
> 26% traffic increase vs before launch
> 53% increase in buying members
Links:
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
AnalogFolk
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