ACTION

I led the creative strategy, to include both messages: the serious technology behind the innovation (Behind the Design video) and the more playful aspects of Brooks’ colorful personality.

To extend the campaign over multiple seasons I developed an integrated model to increase efficiency and improve collaboration across internal brand partners including marketing, retail, and digital functions.

RESULTS

This was Nike Golf’s most robust social campaign created in shortest time: 13 weeks with most assets ever created (12 videos + supportive still assets; illustrations and full set of guidelines), all completed within budget to be used over multiple seasons.

The campaign overall lift in Nike membership year-over-year +20% and 7% bump in high-value members. 

With explosive interest Nike Golf’s launch plans had to be readjusted, as we could not fulfill the orders fast enough.