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How do you engage female runners with Nike+? Stoke the oldest rivalry known to man of course. Men Vs Women was the most successful Nike Plus cha… Read More
How do you engage female runners with Nike+? Stoke the oldest rivalry known to man of course. Men Vs Women was the most successful Nike Plus challenge ever, attracting over 120,000 new registered runners including over 50,000 female runners. Read Less
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As Digital Brand Director for Nike EMEA I was responsible for leading and directing the development of Nike EMEA’s digital brand presence. This was split between five main categories- Football, Running/Nike+, Nike Sportswear, Womens Training, and Basketball and covered websites, social media, mobile, and services and utilities.

One of the biggest campaigns I was responsible for was 'Men Vs Women' for Nike+.

Our challenge was to raise awareness of the Nike+ system (a chip in your shoe that collects your running data and plugs it into a vast online community). The Nike+ community was 70% male, so a major goal was to attract more female runners. How did we do this? Stoke the oldest rivalry known to man of course. 

Men Vs Women was the most successful Nike Plus challenge ever, attracting over 120,000 new registered runners including over 50,000 female runners.
Video overview of the campaign.
E-mail played a key role in fueling the gender rivalry and prompting action. We announced the launch of the campiagn via E-mail to women first giving them a Valentines Day head start. Reminders and handy instructions were sent out to registrants just in case they hadn't figured out you needed the kit. Launch E-mail click through rate 24%.
Male and female Facebook pages were set up with sporting ambassadors dropping by to rally their team. The Facebook pages included a 'Head to head' widget which allowed you to challenge a friend of the opposite sex to beat your running stats and for the looser to carry out a profile based forfeit.
Online ads were created to stoke gender rivalry
The Nike+ website formed the hub of activity- gathering new registratnts, showing off the kit, giving you the tools you needed to rally support for your team and displaying live updates of the results.

Did you spot who won? Yes it was the guys. They took two out of the three categories- most total Ks and highest average Ks. Women won the most Ks in a single.

In total the campaign attracted 120,000 new registrants (110,000 higher than our original target). 45% of those new registrants were female.