THE BRIEF:
Make running an attractive sport for young women.

THE SOLUTION:
We founded a community that meets offline for running and online on Facebook. The „Club der Töchter“. ID to the Club was a special shirt with a special twist: The girls couldn't just buy it, they had to run for it. The clubs backbone was a clubhouse on facebook where everything was coordinated. Clubapps on facebook allowed the girls to invite each other to runs, parties, special events and shopping offers. Everything that happened in reality, then later went back to facebook and was discussed by the girls.

THE RESULT:
The Nike founded club turned into an active, steadily growing community. Within a week it grew from 15 Members to 50. From 50 to 300 within a month (per city). And the club grows and grows and is looking forward to be launched all over european metropols. This expansion shows that the Club der Töchter did, what Nike wasn't able to do before: Make running a sport that young women love. Read Less