THE 365 model
NIKE GReATER CHINA
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In the world amidst Covid and a nationwide PR crisis, Nike needed to reinvent their 40 year old marketing playbook to retain users across product categories. I built a new ecosystem and piloted the project.
The approach is a merger of Creative Strategy, Experience Design and Creative Direction principles. Using the NTC app as core, we designed a flywheel to build fitness into user’s training life cycles.
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R/GA
22.3193° N
114.1694° E
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A NEW NIKE 365 DEPARTMENT FOR 2021 ONWARDS
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The results achieved in this pilot led to the formation of a new cross-category and cross-function, 365 department within Nike. It is rolled out from Running to Kids. This is never ever attempted in Nike history.
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A program this complex couldn’t be done alone. We create and evolve the program closely with other departments as well with Nike’s Digital team, making us pioneers in this pilot along with Nike’s City team.
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THE CHALLENGES AT THE START
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Unlike their hardcore counterparts, everyday people are more susceptible to churn in training life cycles. They start out the year strong but just can’t sustain it. Hence, we quickly realize the need to build a connected model based on user behaviour.
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The purpose is to help everyone build their training habit, change perception that training is too hardcore, and for Nike to grow the userbase. And we have to do all these within Nike’s existing tech platforms.
INTRODUCING NIKE 365
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AN ECOSYSTEM BUILT WITHIN NIKE FRAMEWORK
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FIRST…
Instead of matching user motivation to traditional fashion product release window (Sprint / Summer and Autumn / Winter), we flipped the model to focus on user training life cycle instead. A monthly theme will be selected based on seasonal user friction, introduced via WeChat editorials.
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from fashion release to user life cycle
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For example: Just came back from an exhausting 10-day Golden Holiday trip? We introduced light active recovery so users can ease back into workout habit again. As the weather got colder, we introduced isometric workouts so users don’t need to gear up too much for a cardio.
For the first time in how we approach marketing, rather than creating a user-need to a seasonal product, we match a user-need to the huge product catalogue Nike has built over the years instead.
At the end of the article, a link will direct users to the first-ever livestream workout experience, that is modified from NTC app’s workouts to match the theme of the month.
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pioneering LIVE STREAM WORKOUT
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Live streaming is Chinese grown-ups’ new fanfare. Many has daily habit of checking-in and staying for hours. Nike has ventured quickly into it and even selected a live streaming partner platform.
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But the speed has left one component behind: UX Design. This resulted in users dropping off as quickly as Nike can attract them, as this platform is more suited for shoe unboxing. So the challenge:
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how do we turn this:
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into this:
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LIVE STREAM TRAINING experience pillars
The User
Establish user agency
To let users have a sense of control in the experience, we allow users to:
perform under situational disability with over communication
choose difficulty for each movements by having two coaches
quantify their efforts in concrete numbers with fitness trackers
The Coach
Increase user relevancy
The coaches has to be speaking everyday terms rather than sports enthusiasts. So we:
Rewrite coach’s scripts to avoid technical terms
Making syllabus easier to practice everyday without gym equipment
Encouraging mistakes on-set to humanize coach
The Class
Shift tonality
Many thinks training is too hardcore by everyday people. We made it fun by gamifying the class experience with topics that people will care.
As example, how to workout to earn yourself a burger using cardio workout. Burn the amount of calories and enjoy the meal!
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at the end of the live stream class,
users are invited to the last touch point
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DEEPENING with offline community
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The great thing about the 365 model is it allows us to map user progression as we roll, we quickly realize sustaining a daily habit is not easy.
The reason we learned is many tried to tough it out alone. Hence we introduce the concept of training tribes to help, and here are some examples:
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The foodie Tribe
People who do HIITs to eat
The anywhere Tribe
People who will turn traffic lights into gym
The Dance Tribe
People who can only workout to music
BRINGING TRAINING TRIBES TO LIFE
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On-site photographers are stationed to capture participant moments, the photos double as social currency and UGCs.
More importantly, coaches and pacers are there to make sure everyone have a great time.
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EXCLUSIVE merchandise
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Illustration by Brosmind◾
And if users work out consecutively in NTC, they’ll unlock limited edition Training Tribe T-shirts.
It is only earn-able with sweat, not money. They help you find like-minded people to find your own tribe.
We ran the program for a period of 6 months+ at a fraction of a single campaign budget. And these are the result we hauled:
RESULTS
138mm+
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TOTAL IMPRESSIONS
+7.5%
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PRODUCT DEMANDS
1.6MM+
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LIVESTREAM PARTICIPANTS
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AND A NEW OPERATING SYSTEM FOR NIKE’S FUTURE AHEAD
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31.2304° N
121.4737° E
R/GA
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◾ TEAM
Terence Leong
Sally Qin
Fang Cao
Cook Xu
Chris Xu
Ann Yao
Alan Wu
Richard Zhou
Daly Jin
Michelle Huang
