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



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 ...

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



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

  • 1. crowdsourcing | storytelling | citizenshipPeople‟s Insights: Volume 1, Issue 30Nike Find YourGreatness
  • 2. What is Nike Find Your Greatness?Nike‟s ambush ad campaign for Olympics 2012 that shares stories fromvarious Londons across the world, inspires people to achieve greatnessin sport, and celebrates achievements of everyday athletes.1) nikeinc.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-the-everyday-athlete#/detail/125622) gramfeed.com/nike
  • 3. A new story from Nike every dayThroughout the Olympics, Nike released a new Find Your Greatnessstory each day. The minimalist ads featured normal people and re-enforced Nike‟s philosophy – “If you have a body, you are an athlete.” Baseball Gymnast SoccerGymnast & Soccer – youtube.com/nikeBaseball - youtube.com/nike via ebuzzing
  • 4. Jogger - the story that went viralThe story about Nathan Sorrell, a 200lb 12 year old from London, Ohio,achieving greatness despite his appearance and weight touchedAmericans 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. Jogger story hits an emotional chordPeople were moved by the honesty of the story, related to Nathan andhis accrued weight, and were inspired by his decision to continuejogging even after shooting for the TV commercial.youtu.be/LsXRj89cWa0 twitter.com/fresh_masala
  • 6. Criticism: „exploiting‟ an overweight childWhile most people reacted to the Jogger story positively, several peoplewere uncomfortable about Nike‟s use of a fat child in the commercial,and of over-simplifying the nation‟s severe obesity issue. jezebel.com/5932248/nike-uses-fat-kid-to-sell twitter.com/gemswinc -shoes-nation-rejoices ““ 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
  • 7. Celebrating achievements at the OlympicsA domestic sponsor of Team USA, Nike didn‟t alienate achievements byUS elite athletes in its social media updates. On the contrary, Nikehighlighted their achievements to inspire others to find their greatness.facebook.com/nike
  • 8. Inspiring people to share their storiesNike tied up with athletes and celebrities to promote #FindGreatness onTwitter, and to inspire people to share their own stories. These storieswere featured on Nike‟s digital hub - gameon.nike.com.Mike Schmidt shares his greatness via gramfeed Ryan Bailey via Nike Game on world
  • 9. Integration with Nike‟s digital productsA sub-campaign, #FuelCheck, encouraged brand ambassadors andcustomers 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. Story culminates on August 12Nike urged its global online community to make August 12 the „mostactive day in the history of Nike+‟ and succeeded in breaking the recordof NikeFuel earned in one day – more than 600 million NikeFuel.gameonworld.nike.com/#en_SG/findgreatness
  • 11. One of the top buzz gainers at the OlympicsAn instant hit at launch, the Nike Find Your Greatness campaign toppedthe AdAge viral video chart and received extensive coverage . OnFacebook, Nike was mentioned by up to 430,597 people/day.Week ending July 31 - AdAge Viral Video Nike Facebook statistics from July 26 – August 12 viaChart Appdata.comRead more at peopleslab.mslgroup.com/peoplesinsights/peoples-insights-volume-1-issue-30-nike-find-your-greatness/
  • 12. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
  • 13. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com
  • 14. Coming soon: People‟s Insights AnnualReportIn early January 2013 we will publish the People‟s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  • 15. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com
  • 16. For People’s Labsolutions, contactpascal.beucler@mslgroup.com