0-10 MILLION
Nike briefed us to be the most talked-about brand during the 2010 World Cup and grow the largest and most engaging football community on Facebook. So we created the tone of voice, editorial and content strategy for Nike Football that has been adopted and adapted by multiple Nike categories over the last decade.
KEEPING IT REAL TIME
Instead of posting about on-pitch moments a few days later on Nike.com, we created a real-time content strategy that enabled Nike Football to shape the conversation before, during and after any game its teams or athletes were involved in.
Whether it was celebrating Neymar's precocious talent as he tore up the Brazilian league, building up fierce derbies like 'El Clasico' or talking about the W*rld C*p (without running into legal trouble), Nike Football didn't miss a kick—and the community responded.
NEVER MISSING A MOMENT
The Nike Football page mirrored the relentless passion for the game our audience lived. We delivered pro-training programmes, pioneered live-stream Q&As with players like Cesc Fabregas, Fernando Torres and Cristiano Ronaldo, gave unsigned footballers everywhere a chance to be scouted, and had our viewpoint on the biggest games ready on the final whistle.
WINNING THE WORLD CUP
In 12 months, we went from no fans to more than 10 million globally in December 2010—over 44 million fans currently follow the page (Jan 2019).
During the peak period, World Cup content reached over 1.1 billion global impressions and ensured that Nike was the most talked-about brand during the tournament.
The Nike 'Write The Future' TVC went on to become one of the most viewed videos on YouTube (20m+), with another 5 million views on Facebook.
Interactions on the page reached 1.6 million and visits to the Nike Football Facebook pages during the tournament reached 10.9 million. On one of the busiest days, fans 'liked' or commented on Nike posts more than 176,000 times.
AKQA
Group Creative Director: Duan Evans
Creative Director: Phil Haworth
Social Media Editor: Reef Younis
Designer: Benjamin Parisot
Designer: Andreas Levin
Account Director: John Wilson
Account Director: Jo Holdsworth
Account Manager: Ryan Griffin
Senior Production Manager: Ian Applegate