Nike Training Club - Canada Launch
Reaching women is easy. Connecting emotionally with them is not. Inspiring them to achieve is even harder. To launch the Nike Women (formerly Nike Training Club) brand in Canada we were enlisted to develop and execute the brand’s digital strategy in combination with retail and grassroots events.
Facebook became the digital hub for young, active females in Canada. Our approach established a portal for the latest and greatest in Nike technology and products to help them reach their goals. A Facebook application became the destination to learn about Nike trainers and sign up for free workout classes. The development of Canadian market-specific content became a source of daily inspiration that drove engagement.
Our target just couldn’t get enough. The community grew twice as fast and larger than forecasted. The Nike Training Club classes in Toronto filled up within hours and created national conversation and demand to expand the program. Building and sustaining a highly enthralled social community created more appetite through the entire digital ecosystem, with Nike Training Club app download rates increasing over 20%. And through the process of it all we established a new Nike global standard for social media strategy and execution.