In 2011, Nike tapped our team with our first big challenge: turn social channels launched for the 2010 Olympics campaign, and fresh off celebrating double hockey gold, into valuable and sustainable digital communities. Since that time we have developed, and refined the strategic direction for Nike Hockey’s digital ecosystem, transitioning from Nike Training.
With an eye on inspiring the young hockey player, and elevating some of the biggest athletes in the game, the digital channels became a brand-building tool for Nike Hockey. By focusing on the biggest on-ice moments, the product that fuels the pros and the off-ice training that separates good players from great players, we grew the Facebook page from 40,000 likes to over 300,000 and increased twitter following by 1300%.
From content ideation, through to capture and production, combined with focused community management and real-time community intelligence, we cultivated a vibrant two-way dialogue across Facebook, Twitter and Youtube – nearly tripling benchmark engagement rates.
In early 2015 we worked on transitioning Nike Hockey social communities into the amalgamated Nike Canada ecosystem.
A reflection of your game. Keep the tanks full next season by adding extra sets of these to your summer schedule. http://t.co/Bx3g2N4fCi
— Nike Canada (@NikeCanada) July 31, 2013
What We Did:
- community management