Perfect Fools helped Nike to launch one of their most important running innovation in several years, Nike React, on Europe's biggest markets.
Today, most purchase decisions are made from recommendations, and online-reviews affect consumers and buyers more and more. With that insight, Nike invited experts from Nike Europe's most important reseller brand, Intersport, to let them test and then review their new running innovation. The experts from Intersport consisted of 20 runners who were invited to a rainy London to try the shoe in action.
How far could they run?
In order for the runners to get an overall experience of the shoe and really get the opportunity to test the product to the maximum, we gave them a challenge, namely how far they would run in a relay as a team. After each runner and every leg, we asked them what they thought about the new shoe and how it felt like running in it. We captured the runners' responses and reactions on video to seed online to consumers when the shoe was launched.
To roll out the campaign, we created almost 200 different videos to be used for online teasers, Instagram stories and both Facebook and Instagram posts. The videos were created for the launch in all the European markets, in all different languages. They were pushed online in bought channels, as reviews on Intersport’s different European websites and on screens in physical stores. We also helped Intersport to build a page on their website to host the reviews and information about the shoe.
– We’ve built an extensive experience of working internationally with lifestyle brands like Nike over the years. This campaign is a great example of how we, thanks to that, can deliver a fast paced global production making sure we tell the campaign story in all possible channels, says Klas Lusth, Executive Creative Director Perfect Fools.
Curious to try out the new Nike React? Find it at your closest Intersport store or shop online here!