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TikTok for Business – Nike Case Studies
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Nike Football’s “Future Lab” TikTok Campaign is a Masterclass in Product Launches
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When it comes to launching a new product, it’s important to go where your target audience naturally hangs out. Like any brand Nike Football, turned to TikTok for business growth, for the launch of their “Future Lab” pack. The result was a viral branded hashtag challenge called #MagicBoots, which had fans everywhere showing off their skills while wearing Nike boots.
Similarly to luxury manufacture Bentley, Nike used influencers to help gain popularity.
Nike used TikTok creator @ben, who has 5.7 million followers, to lead the campaign and add authenticity. Ben collaborated with Nike Football stars like Liverpool’s Andy Robertson and Manchester City’s Phil Foden to kick off the campaign. Users could then win their own pair of #MagicBoots if their tricks impressed @ben the most. By placing a creator at the heart of the campaign, Nike was able to leverage his large following in a key target demographic to generate huge organic reach from the start.
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The ‘Magic’ of Nikes New Boot
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The creative concept for the campaign was also cleverly put together, representing the “magic” of Nike’s new boots and the magic of an insane football trick. All of Nike’s official creator videos were eye-catching and inspiring, using camera trickery to grab attention and represent the #MagicBoots concept. The user-generated content (UGC) that followed was also impressive, with everything from a scaffold wheelie-bin goal (@tibbysingh) to crazy keepy-up skills (@xntonio9).
A branded hashtag challenge comes with a one-day run time for a One Day Max In-Feed Ad and a TopView Lite (Brand Takeover). The challenge page remains live for 60 days after the campaign. It’s also highly discoverable through official videos, the Discover page in its trending hashtag list, ads, music, and the UGC it generates. This not only creates a viral moment for the brand, but for anyone in the TikTok community as well.
To maximize reach, Nike also ran additional TopView Lite and In-Feed Ads as part of a wider advertising campaign across social media. The result was a highly successful product launch that effectively reached Nike’s target audience of football-loving Gen Z and Millennials on TikTok.
The campaign was a huge success, with over 317 million video views and 160,000 user entries. Fans interacted with the campaign a staggering 46 million times, including likes, shares, and comments. As a result, Nike’s TikTok profile saw an impressive growth of 215,000 followers in just six days. It’s clear that when the creative, creator, and ad placement strategy are on point, it’s possible to generate massive awareness on TikTok in a short amount of time.
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Summary
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In summary, Nike Football’s “Future Lab” TikTok campaign is a great example of how to effectively launch a new product where your target audience naturally hangs out. By leveraging a popular creator, using a clever creative concept, and running a branded hashtag challenge, Nike was able to drive huge organic reach and engagement on the platform. This campaign serves as a valuable lesson for other businesses looking to launch a new product and connect with their target audience on TikTok.
Data from TikTok
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