People’s Insights Volume 1, Issue 30: Nike Find Your Greatness

crowdsourcing | storytelling | citizenship

People‟s Insights: Volume 1, Issue 30

Nike Find Your Greatness

What is Nike Find Your Greatness?

Nike‟s ambush ad campaign for Olympics 2012 that shares stories from

various Londons across the world, inspires people to achieve greatness

in sport, and celebrates achievements of everyday athletes.

1) nikeinc.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-

the-everyday-athlete#/detail/12562

2) gramfeed.com/nike

A new story from Nike every day

Throughout the Olympics, Nike released a new Find Your Greatness

story each day. The minimalist ads featured normal people and re-

enforced Nike‟s philosophy – “If you have a body, you are an athlete.”

Gymnast & Soccer – youtube.com/nike

Baseball - youtube.com/nike via ebuzzing

Gymnast Soccer

Baseball

Jogger - the story that went viral

The story about Nathan Sorrell, a 200lb 12 year old from London, Ohio,

achieving greatness despite his appearance and weight touched

Americans deeply, and has been viewed nearly 1 million times.

“

Somehow we‟ve come to believe that greatness is a gift for a chosen few.

The prodigies. The superstars… Greatness is no more unique to us than

breathing. We‟re all capable of it. All of us.

- Jogger, YouTube“

Jogger story hits an emotional chord

People were moved by the honesty of the story, related to Nathan and

his accrued weight, and were inspired by his decision to continue

jogging even after shooting for the TV commercial.

twitter.com/fresh_masalayoutu.be/LsXRj89cWa0

Criticism: „exploiting‟ an overweight child

While most people reacted to the Jogger story positively, several people

were uncomfortable about Nike‟s use of a fat child in the commercial,

and of over-simplifying the nation‟s severe obesity issue.

“

“

If American kids are gaining weight, it‟s not because they‟re just naturally

lazy and they naturally don‟t want to work out. There are systemic problems

in our country… that are ours to fix, not that kid‟s.

- Lindy West, Blogger, Jezebel

twitter.com/gemswincjezebel.com/5932248/nike-uses-fat-kid-to-sell

-shoes-nation-rejoices

A domestic sponsor of Team USA, Nike didn‟t alienate achievements by

US elite athletes in its social media updates. On the contrary, Nike

highlighted their achievements to inspire others to find their greatness.

Celebrating achievements at the Olympics

facebook.com/nike

Inspiring people to share their stories

Nike tied up with athletes and celebrities to promote #FindGreatness on

Twitter, and to inspire people to share their own stories. These stories

were featured on Nike‟s digital hub - gameon.nike.com.

Mike Schmidt shares his greatness via gramfeed Ryan Bailey via Nike Game on world

Integration with Nike‟s digital products

A sub-campaign, #FuelCheck, encouraged brand ambassadors and

customers to measure their achievements using their Nike FuelBands.

People shared these on Twitter and the Nike+ community.

1) twitter.com/801PUNX 2) twitter.com/nike 3) gramfeed.com/nike

Story culminates on August 12

Nike urged its global online community to make August 12 the „most

active day in the history of Nike+‟ and succeeded in breaking the record

of NikeFuel earned in one day – more than 600 million NikeFuel.

gameonworld.nike.com/#en_SG/findgreatness

One of the top buzz gainers at the Olympics

An instant hit at launch, the Nike Find Your Greatness campaign topped

the AdAge viral video chart and received extensive coverage . On

Facebook, Nike was mentioned by up to 430,597 people/day.

Week ending July 31 - AdAge Viral Video

ChartNike Facebook statistics from July 26 – August 12 via

Appdata.com

Read more at peopleslab.mslgroup.com/peoplesinsights/peoples-insights-volume-1-issue-

30-nike-find-your-greatness/

More People’s Insights Weekly reports

For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

Every week, we dive into one topic for discussion on the MSLGROUP

Insight’s Network and discuss insights and foresights, in three key

areas: crowdsourcing, storytelling and citizenship.

CrowdsourcingMahindra Spark the Rise

Storytelling:@MarsCuriosity

Citizenship#Kony2012

Read People’s Lab insights and foresights

The People’s Lab team shares the insights and foresights from the

MSLGROUP Insights Network on the People’s Insights weekly blog and

the People’s Insights Quarterly magazine.

MSLGROUP Insights

Network

50+ MSLGROUP planners

share and discuss inspiring

projects on corporate

citizenship, crowdsourcing and

storytelling.

People’s Insights

weekly blog

We deep dive into

conversations around one

project -- on the MSLGROUP

Insights Network itself but also

on the broader social web -- to

distill insights and foresights.

People’s Insights

Quarterly magazine

Every quarter, we will compile

the best insights from the

network and the blog in the

iPad-friendly magazine, as a

showcase of our capabilities.

For more, visit http://peopleslab.mslgroup.com

Coming soon: People‟s Insights Annual

Report

In early January 2013 we will publish the People‟s Insights Annual

Report, in which we synthesize our insights from throughout 2012 and

provide foresights for business leaders and change-makers for 2013.

People’s Lab: Crowdsourcing Insights &

Innovation

People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and

approach that helps organizations tap into people’s insight for

innovation, storytelling and change.

For more, visit http://peopleslab.mslgroup.com

For People’s Lab

solutions, contactpascal.beucler@mslgroup.com