{"id":3312,"date":"2010-01-01T18:46:00","date_gmt":"2010-01-01T15:46:00","guid":{"rendered":"https:\/\/ssqtch.com\/?p=3312"},"modified":"2023-05-23T17:36:17","modified_gmt":"2023-05-23T14:36:17","slug":"nikedunkattack","status":"publish","type":"post","link":"https:\/\/ssqtch.com\/en\/cases\/nikedunkattack\/","title":{"rendered":"NIKE DUNK ATTACK"},"content":{"rendered":"\n
\n\"NIKE\n \n
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NIKE DUNK ATTACK<\/h1>\n

Nike Sneaker Campaign<\/p>\n\t\t \n\t\"\"\t\n

\n #campaign<\/a>\n #influencer marketing<\/a>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
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Nike is a world-famous brand of sportswear and footwear owned by the American company Nike Inc.<\/h2>\n

The agency worked with Nike from 2009 to 2012. Campaign dates: February 20 \u2014 March 7, 2010.<\/p>\n <\/div>\n<\/section>\n\n\n\n

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GOALS AND OBJECTIVES<\/h2>\n
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online tasks<\/div>\n
offline tasks<\/div>\n <\/div>\n
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To support a new Nike Dunk sneaker model on the market with a promotional campaign, and to use such an unusual tool at that time, as influencers, as well as:<\/span><\/p>\n

1. Develop and run an advertising campaign on social networks.<\/span><\/p>\n

2. Organize media and contextual advertising.<\/span><\/p>\n

3. Arrange publications in the media and from opinion leaders.<\/span><\/p>\n <\/div>\n

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1. Generate demand.<\/span><\/p>\n

2. Attract customers to the store.<\/span><\/p>\n

3. Help in sales of specific model sneakers.<\/span><\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n

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TARGET AUDIENCE<\/h2>\n

Men and women aged 20-35 who live in Kyiv. They are interested in sportswear brands, fashion and love sneakers.<\/span><\/p>\n <\/div>\n\t\t\n\t \n\t \"\"\n\n \n<\/section>\n\n\n

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IMPLEMENTATION<\/h2>\n

The event helped to reveal the product to consumers as much as possible \u2014 for four days, in one of the stores of the network, those who wished could purchase a new shoe model at a promotional price of UAH 599 per pair.<\/span><\/p>\n

We did a hype campaign for Nike Dunk before the word even came into common use. And to make everything work, we used a tool that at that time did not really have a designation in Ukrainian marketing \u2014 seeding and attracting influencers who did not yet know that they were called that.<\/span><\/p>\n

Consumers learned not from advertising, but from recommendations, that within 4 days they will be able to purchase a new model of sneakers at a promotional price of UAH 599 per pair in a particular store on the network. Even in 2010, it was a fabulously low price for an exclusive: imagine that Nike brought only 500 pairs to all of Ukraine.<\/span><\/p>\n

Our channel mix for this campaign included three components. Number 1 \u2014 publications from users who have gathered a streetwear and street fashion audience on their pages. Number 2 \u2014 posts in thematic communities: people who understood why to stand in line for a pair of Nikes gathered here. Well, and number 3 – messages on information and lifestyle portals to give sufficient coverage and official status of the news. As a result, on the day of the launch, half an hour before the opening of the store, a queue of 26 people lined up in the Globus shopping center. On the first day, 150 pairs of sneakers were swept off the counter, without a single hryvnia invested in additional offline advertising.<\/span><\/p>\n <\/div>\n\n

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