Brand icon Nike established itself as the category leader and pulled away from the pack to nab the No. 1 rank in the L2 Digital IQ Index: Sportswear. Beating out 41 other brands for the top spot—including adidas at No. 2 (the only other digital ‘Genius’ in the Index) and The North Face at No. 3—Nike demonstrated dominance across 675 data points in four main areas: Site, Digital Marketing, Social Media, and Mobile. We’ve highlighted below the Nike+ programming, cross-channel campaigns, and NIKEiD product customization functionality to shed some light on Nike’s digital supremacy.
Its best-in-class fitness tracking system, Nike+, is using digital to increase the perceived value of the product. The accompanying iPhone apps and online dashboards have integrated Nike+ into every aspect of some users’ exercise regimens, and given Nike access to valuable new streams of consumer data. Nike is also leveraging its Nike+ community to activate global campaigns. As a finale to its “Find Your Greatness” campaign during the London Olympics, Nike challenged its Nike+ users to make August 12th the most active day ever in terms of NikeFuel.
Even though Nike was not an official sponsor of the London Olympics, the masterfully executed “Find Your Greatness” campaign stole some of the limelight from official Olympic sponsor adidas. The video premiered on digital channels, followed by primetime TV spots in 25 countries. To date, the film has received more than 5 million views on Nike’s YouTube channel.
The “Find Your Greatness” video was not even Nike’s most successful video of the summer. Its “My Time is Now” video was the centerpiece of the 2012 UEFA Euro Cup campaign. The video has received more than 20 million views on the Nike Football YouTube channel, earning more than 7 million views in just the first few days after its release. The video features players from “The Chance” talent search process for the Nike Football Academy alongside seasoned stars. This campaign boosted engagement by enabling viewers to explore alternative “tunnels” of video content featuring individual players in the film. Nike also bolstered the campaign with print and digital advertising.
Finally, Nike is driving site traffic with its NIKEiD product customization functionality. Product customization is a key tool for sportswear brands trying to increase the percentage of business driven or derived online by providing an experience their traditional retail partners cannot replicate. NIKEiD offers superior product customization by allowing users to custom design a variety of product lines.
To learn more about the Digital IQ Index: Sportswear, download an excerpt of the report here.