crowdsourcing | storytelling | citizenship
People‟s Insights: Volume 1, Issue 30
Nike Find Your
Greatness
What is Nike Find Your Greatness?
Nike‟s ambush ad campaign for Olympics 2012 that shares stories from
various Londons acr...
A new story from Nike every day
Throughout the Olympics, Nike released a new Find Your Greatness
story each day. The minim...
Jogger - the story that went viral
The story about Nathan Sorrell, a 200lb 12 year old from London, Ohio,
achieving greatn...
Jogger story hits an emotional chord
People were moved by the honesty of the story, related to Nathan and
his accrued weig...
Criticism: „exploiting‟ an overweight child
While most people reacted to the Jogger story positively, several people
were ...
A domestic sponsor of Team USA, Nike didn‟t alienate achievements by
US elite athletes in its social media updates. On the...
Inspiring people to share their stories
Nike tied up with athletes and celebrities to promote #FindGreatness on
Twitter, a...
Integration with Nike‟s digital products
A sub-campaign, #FuelCheck, encouraged brand ambassadors and
customers to measure...
Story culminates on August 12
Nike urged its global online community to make August 12 the „most
active day in the history...
One of the top buzz gainers at the Olympics
An instant hit at launch, the Nike Find Your Greatness campaign topped
the AdA...
More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we div...
Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insig...
Coming soon: People‟s Insights Annual
Report
In early January 2013 we will publish the People‟s Insights Annual
Report, in...
People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approa...
For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com
Upcoming SlideShare
Loading in...5
×

People’s Insights Volume 1, Issue 30: Nike Find Your Greatness

9,613

Published on

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Nike Find Your Greatness.

For more, see:http://peopleslab.mslgroup.com

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
9,613
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
45
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "People’s Insights Volume 1, Issue 30: Nike Find Your Greatness"

  1. 1. crowdsourcing | storytelling | citizenship People‟s Insights: Volume 1, Issue 30 Nike Find Your Greatness
  2. 2. What is Nike Find Your Greatness? Nike‟s ambush ad campaign for Olympics 2012 that shares stories from various Londons across the world, inspires people to achieve greatness in sport, and celebrates achievements of everyday athletes. 1) nikeinc.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for- the-everyday-athlete#/detail/12562 2) gramfeed.com/nike
  3. 3. A new story from Nike every day Throughout the Olympics, Nike released a new Find Your Greatness story each day. The minimalist ads featured normal people and re- enforced Nike‟s philosophy – “If you have a body, you are an athlete.” Gymnast & Soccer – youtube.com/nike Baseball - youtube.com/nike via ebuzzing Gymnast Soccer Baseball
  4. 4. Jogger - the story that went viral The story about Nathan Sorrell, a 200lb 12 year old from London, Ohio, achieving greatness despite his appearance and weight touched Americans deeply, and has been viewed nearly 1 million times. “Somehow we‟ve come to believe that greatness is a gift for a chosen few. The prodigies. The superstars… Greatness is no more unique to us than breathing. We‟re all capable of it. All of us. - Jogger, YouTube“
  5. 5. Jogger story hits an emotional chord People were moved by the honesty of the story, related to Nathan and his accrued weight, and were inspired by his decision to continue jogging even after shooting for the TV commercial. twitter.com/fresh_masalayoutu.be/LsXRj89cWa0
  6. 6. Criticism: „exploiting‟ an overweight child While most people reacted to the Jogger story positively, several people were uncomfortable about Nike‟s use of a fat child in the commercial, and of over-simplifying the nation‟s severe obesity issue. “ “If American kids are gaining weight, it‟s not because they‟re just naturally lazy and they naturally don‟t want to work out. There are systemic problems in our country… that are ours to fix, not that kid‟s. - Lindy West, Blogger, Jezebel twitter.com/gemswincjezebel.com/5932248/nike-uses-fat-kid-to-sell -shoes-nation-rejoices
  7. 7. A domestic sponsor of Team USA, Nike didn‟t alienate achievements by US elite athletes in its social media updates. On the contrary, Nike highlighted their achievements to inspire others to find their greatness. Celebrating achievements at the Olympics facebook.com/nike
  8. 8. Inspiring people to share their stories Nike tied up with athletes and celebrities to promote #FindGreatness on Twitter, and to inspire people to share their own stories. These stories were featured on Nike‟s digital hub - gameon.nike.com. Mike Schmidt shares his greatness via gramfeed Ryan Bailey via Nike Game on world
  9. 9. Integration with Nike‟s digital products A sub-campaign, #FuelCheck, encouraged brand ambassadors and customers to measure their achievements using their Nike FuelBands. People shared these on Twitter and the Nike+ community. 1) twitter.com/801PUNX 2) twitter.com/nike 3) gramfeed.com/nike
  10. 10. Story culminates on August 12 Nike urged its global online community to make August 12 the „most active day in the history of Nike+‟ and succeeded in breaking the record of NikeFuel earned in one day – more than 600 million NikeFuel. gameonworld.nike.com/#en_SG/findgreatness
  11. 11. One of the top buzz gainers at the Olympics An instant hit at launch, the Nike Find Your Greatness campaign topped the AdAge viral video chart and received extensive coverage . On Facebook, Nike was mentioned by up to 430,597 people/day. Week ending July 31 - AdAge Viral Video Chart Nike Facebook statistics from July 26 – August 12 via Appdata.com Read more at peopleslab.mslgroup.com/peoplesinsights/peoples-insights-volume-1-issue- 30-nike-find-your-greatness/
  12. 12. More People’s Insights Weekly reports For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/ Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship. Crowdsourcing Mahindra Spark the Rise Storytelling: @MarsCuriosity Citizenship #Kony2012
  13. 13. Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine. MSLGROUP Insights Network 50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling. People’s Insights weekly blog We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. People’s Insights Quarterly magazine Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities. For more, visit http://peopleslab.mslgroup.com
  14. 14. Coming soon: People‟s Insights Annual Report In early January 2013 we will publish the People‟s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.
  15. 15. People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change. For more, visit http://peopleslab.mslgroup.com
  16. 16. For People’s Lab solutions, contact pascal.beucler@mslgroup.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×