Bringing the Community Impact Report to life for young people
Kids today are part of the least active generation ever and may even be faced with a shorter lifespan than their parents. Nike had a long-standing commitment to get young people moving and combat this scary statistic, but few young consumers knew about its programs.
We know that young people are heavily influenced by their peers, which includes people they follow on Instagram. With the power of the Nike brand and these micro-influencers, who ranged from yogis to photographers, we wanted to exemplify that you don't have to be a sports star to get involved.
We developed a fun challenge that tapped select social content creators to complete 60 seconds of activity and invite their followers to do the same! The participant call-to-action also asks that they each share their individual 60 seconds of movement through Instagram Stories with the designated challenge hashtag #60SecondPowerUp and #MadeToPlay.
In just three weeks (and not using the Nike branded social channels!), we saw over 385,000 engagements with the influencer social posts, including 68,956 quiz completions on the activity crisis and nearly a thousand followers submitting their own 60-second power-up videos! We also secured 173,911,088 media impressions through promotion of the program. Not only is Nike geared up to more effectively engage young people; the Community Impact team also now has a way to collect user-generated content from its activations—something it has struggled to achieve before.