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你的一年。由 Nike + 执导。
案例简介：执行 我们与 illustrator Mcbess 合作，创建了数以千计的动画序列，涵盖了所有可能的用户数据变量，包括位置、天气、活动和个人耐克 + 运动。这些电影在新年前夕直接交付给耐克 + 会员。一个个性化的 “你的年” 页面展示了他们的电影, 社交链接和 2015 年的定制挑战。由他们的数据驱动的定制挑战将每个 Nike + 会员链接到他们 Nike + 应用程序中的个性化培训计划，使 2015 成为他们有史以来最好的一年。 结果 -2亿获得媒体印象。-50% 的电影在社交网站上分享。-400% 点击率。 战略 洞察/战略: 数据的力量在于动机，而不是反映。耐克没有使用数据让消费者一瞥他们的过去，而是使用数据向消费者展示他们未来能做什么。想法: 使用 Nike + 数据向 100,000 名最活跃的 Nike + 成员提供超个性化的动画电影，讲述他们一年的故事，使用他们的数据发布个人挑战,让他们在 2015年成为更好的运动员。观众: 耐克 + 跑步者、耐克 + 训练俱乐部 (N + TC) 和耐克燃料会员。高度投入，品牌忠诚。相关性: 对于耐克及其应用程序成员来说，没有终点线。 机密信息 N/A
你的一年。由 Nike + 执导。
案例简介：Execution We partnered with illustrator Mcbess to create thousands of animation sequences covering all possible user data variables including location, weather, activity and individual Nike+ movement.The films were delivered directly to Nike+ members on the eve of the New Year. A personalized ‘Your Year’ page featured their film, social links and a custom challenge for 2015.A custom challenge driven by their data linked each Nike+ member to a personalized training program within their Nike+ app to make 2015 their best year ever. Outcome -200 million earned media impressions.-50% of films viewed shared on social.-400% click-through rate. Strategy Insight/Strategy: The power of data is in motivation, not reflection. Instead of using data to give consumers a glimpse into their past, Nike used data to show consumers what they could do in their future.Idea: Use Nike+ data to deliver hyper-personalized animated films telling the story of their year to the 100,000 most active Nike+ members, using their data to issue personal challenges, and enable them to become better athletes in 2015.Audience: Nike+ Runners, Nike+ Training Club (N+TC) and Nike Fuel members. Highly engaged, brand loyal.Relevancy: For Nike – and its app members – there is no finish line. Confidential Information N/A
Your Year. Directed by Nike+.
案例简介：执行 我们与 illustrator Mcbess 合作，创建了数以千计的动画序列，涵盖了所有可能的用户数据变量，包括位置、天气、活动和个人耐克 + 运动。这些电影在新年前夕直接交付给耐克 + 会员。一个个性化的 “你的年” 页面展示了他们的电影, 社交链接和 2015 年的定制挑战。由他们的数据驱动的定制挑战将每个 Nike + 会员链接到他们 Nike + 应用程序中的个性化培训计划，使 2015 成为他们有史以来最好的一年。 结果 -2亿获得媒体印象。-50% 的电影在社交网站上分享。-400% 点击率。 战略 洞察/战略: 数据的力量在于动机，而不是反映。耐克没有使用数据让消费者一瞥他们的过去，而是使用数据向消费者展示他们未来能做什么。想法: 使用 Nike + 数据向 100,000 名最活跃的 Nike + 成员提供超个性化的动画电影，讲述他们一年的故事，使用他们的数据发布个人挑战,让他们在 2015年成为更好的运动员。观众: 耐克 + 跑步者、耐克 + 训练俱乐部 (N + TC) 和耐克燃料会员。高度投入，品牌忠诚。相关性: 对于耐克及其应用程序成员来说，没有终点线。 机密信息 N/A
Your Year. Directed by Nike+.
案例简介：Execution We partnered with illustrator Mcbess to create thousands of animation sequences covering all possible user data variables including location, weather, activity and individual Nike+ movement.The films were delivered directly to Nike+ members on the eve of the New Year. A personalized ‘Your Year’ page featured their film, social links and a custom challenge for 2015.A custom challenge driven by their data linked each Nike+ member to a personalized training program within their Nike+ app to make 2015 their best year ever. Outcome -200 million earned media impressions.-50% of films viewed shared on social.-400% click-through rate. Strategy Insight/Strategy: The power of data is in motivation, not reflection. Instead of using data to give consumers a glimpse into their past, Nike used data to show consumers what they could do in their future.Idea: Use Nike+ data to deliver hyper-personalized animated films telling the story of their year to the 100,000 most active Nike+ members, using their data to issue personal challenges, and enable them to become better athletes in 2015.Audience: Nike+ Runners, Nike+ Training Club (N+TC) and Nike Fuel members. Highly engaged, brand loyal.Relevancy: For Nike – and its app members – there is no finish line. Confidential Information N/A
你的一年。由 Nike + 执导。
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Your Year. Directed by Nike+.
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