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案例简介：概要 对于 Air Max Day 2018，耐克想在 Instagram 上庆祝标志性的 Air shoes 的历史。该品牌为每个 Air Max 创造了视觉 “世界”，并希望有一种方法来吸引消费者进入这些世界，同时在运动鞋爱好者饱和的 Instagram 订阅源中脱颖而出。 结果 我们身临其境的 Instagram 故事试图通过反映耐克 Air Max 运动鞋的实验性和大胆的创造力来创造品牌影响力。通过几十次值得点击的互动，这些故事在保留率、退出率方面一直优于耐克的基准，并包括了一个通向 Nike.com 的滑动功能, 其中 5 款运动鞋中的 4 款在发行后几小时内就卖完了。 执行 Instagram 的故事是线性的。你点击，你喜欢，你扫描，你继续前进。我们想打破这种模式，所以我们在我们的故事中嵌入了一种游戏和互动的感觉，让他们脱颖而出，鼓励互动。每个故事都是进入耐克航空世界的一次小冒险，模仿每只鞋的历史和文化影响的游戏和媒体，每一步都有复活节彩蛋和选择。 活动描述 挑战在于 Instagram 充满了内容，品牌需要的不仅仅是一个伟大的故事和视觉来脱颖而出。消费者习惯于在他们的设备上扫描和遗忘。解决方案是破解 Instagram，建立一个互动活动，在互动是 “不可能的”，给耐克航空迷一个不同于平台上任何其他人的体验。
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案例简介：Synopsis For Air Max Day 2018, Nike wanted to celebrate the history of the iconic Air shoes on Instagram. The brand had created visual “worlds” for each Air Max, and wanted a way to draw consumers into these worlds while standing out in sneaker fans’ saturated Instagram feeds. Outcome Our immersive Instagram Stories sought to create brand impact by mirroring the experimental and bold creativity of Nike’s Air Max sneakers. With dozens of tap-worthy interactions, the stories consistently outperformed Nike benchmarks for Retention Rate, Exit Rate, and included a swipe-up to feature leading to Nike.com, where 4 of the 5 sneakers sold out within hours of their release. Execution Instagram stories are linear. You tap, you like, you scan and you move on. We wanted to break this pattern, so we embedded a sense of gameplay and interactivity into our stories that made them stand out and encourage interaction. Each story was a little adventure into a Nike Air world, emulating the games and media of each shoe’s history and cultural impact, with easter eggs and choices at every step. CampaignDescription The challenge was that Instagram is saturated with content, and brands need more than a great story and visual to stand out. Consumers are used to scanning and forgetting on their devices. The solution was to hack Instagram and build an interactive campaign where interactivity is “impossible”, giving Nike Air fans an experience unlike any others on the platform.
Air Moves You
案例简介：概要 对于 Air Max Day 2018，耐克想在 Instagram 上庆祝标志性的 Air shoes 的历史。该品牌为每个 Air Max 创造了视觉 “世界”，并希望有一种方法来吸引消费者进入这些世界，同时在运动鞋爱好者饱和的 Instagram 订阅源中脱颖而出。 结果 我们身临其境的 Instagram 故事试图通过反映耐克 Air Max 运动鞋的实验性和大胆的创造力来创造品牌影响力。通过几十次值得点击的互动，这些故事在保留率、退出率方面一直优于耐克的基准，并包括了一个通向 Nike.com 的滑动功能, 其中 5 款运动鞋中的 4 款在发行后几小时内就卖完了。 执行 Instagram 的故事是线性的。你点击，你喜欢，你扫描，你继续前进。我们想打破这种模式，所以我们在我们的故事中嵌入了一种游戏和互动的感觉，让他们脱颖而出，鼓励互动。每个故事都是进入耐克航空世界的一次小冒险，模仿每只鞋的历史和文化影响的游戏和媒体，每一步都有复活节彩蛋和选择。 活动描述 挑战在于 Instagram 充满了内容，品牌需要的不仅仅是一个伟大的故事和视觉来脱颖而出。消费者习惯于在他们的设备上扫描和遗忘。解决方案是破解 Instagram，建立一个互动活动，在互动是 “不可能的”，给耐克航空迷一个不同于平台上任何其他人的体验。
Air Moves You
案例简介：Synopsis For Air Max Day 2018, Nike wanted to celebrate the history of the iconic Air shoes on Instagram. The brand had created visual “worlds” for each Air Max, and wanted a way to draw consumers into these worlds while standing out in sneaker fans’ saturated Instagram feeds. Outcome Our immersive Instagram Stories sought to create brand impact by mirroring the experimental and bold creativity of Nike’s Air Max sneakers. With dozens of tap-worthy interactions, the stories consistently outperformed Nike benchmarks for Retention Rate, Exit Rate, and included a swipe-up to feature leading to Nike.com, where 4 of the 5 sneakers sold out within hours of their release. Execution Instagram stories are linear. You tap, you like, you scan and you move on. We wanted to break this pattern, so we embedded a sense of gameplay and interactivity into our stories that made them stand out and encourage interaction. Each story was a little adventure into a Nike Air world, emulating the games and media of each shoe’s history and cultural impact, with easter eggs and choices at every step. CampaignDescription The challenge was that Instagram is saturated with content, and brands need more than a great story and visual to stand out. Consumers are used to scanning and forgetting on their devices. The solution was to hack Instagram and build an interactive campaign where interactivity is “impossible”, giving Nike Air fans an experience unlike any others on the platform.
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