Obsessing her shopping journey.
Across Omni Channel, platform and influence from her peers.
Problem: We were still struggling to communicate effectively to our target consumer on womens.
Insight : She values the opinion of those just outside of her peer group more than Nike.
Opportunity : Create a test and learn initiative to inform on going channel strategy
Solution : User & trainer generated creative across IG and youtube.
Result : A better understanding of the channels and protagonists that appeal to her. We found that we need to provide a multiple touch journey for her across platforms where she spends her time with instagram as a discovery mechanism, partners to validate and then Youtube as a way to authenticate with innovation story telling in her voice.
Creative
We tested content led by our design teams vs influencer created.
Protagonists
We aimed to find out if athletes and influencers with a longer term connection with the brand would have more engagement than non specific protagonists.
Channel
A lot of our content has been focused on traditional channels but we’re seeing a lot of our consumers shopping via new mediums and so we wanted to see how we can best partner in this space.
Creative Test
Traditional Content
We had a tested model. Expensive content created for our own platforms, hoping that consumers would be on our site. The reality is that they aren’t as much as we like so creating this beautiful content, whilst great isn’t getting the engagement we wish.
On our IG this was getting a 0.17% engagement rate.
Trainer Created Content
For 10% of the budget we spent on the traditional content we partnered with Kirsty Godso to create similar editorial for her channels. The result was content that outperformed by 3 times in terms of engagement with completion rate double that of the nike owned content.
Some could be attributed to it being on her channel, but either way it gave us a new way of thinking about content.
Key Learnings :
We can achieve scale by spending less on creation, more on powering content with media.
Consumers find an individual speaking to a product more authentic than a big brand.
People notable in a local region can create a much more successful journey in terms of authentication. It may mean more creators around the world but with lower investment in content creation it can scale effectively.
Influencer vs Trainer
We know that she requires greater levels of validation needing to see an item up to 9 times before converting to purchase. We also know the role of her trainer and trusted sources can increase propensity to purchase by 82% . So to further dive into who can drive the conversation best with our consumer, we wanted to test using third party influencers vs affiliated nike trainers.
Influencer
Whilst we see a lot of brands tapping into influencers anytime they have a new launch, we found that without an authentic connection to the brand it can seem a little false. The content with an influencer saw a 0.75% click through rate with a 49% retention rate.
Trainer
We found that those people who have an authentic connection to the brand did have a better engagement, we believe primarily because some influencers end up promoting multiple products.
We had a 1.01% click through rate and a 75% retention rate on the IG story so higher than the influencer content.
This all led to support the initial insight of 82% of consumers having purchased something based on the recommendation of a trainer.
Youtube Test
To further dig in we wanted to see the effectiveness of youtube for Gen Z consumers, 95% of them use it daily and 30% use it for over an hour a day, To many its become the new google. We began by testing the type of content that is synonymous with women to find the type that we wanted to further explore./
Vlogger Content
We partnered with Alana Davison to feature a new bra and tight pairing giving her full creative freedom in terms of how she features product. The Vlog world is amazing as the channel has such engaged subscriber base but its veers more towards the person than the product.
Product Haul
This is a space where Nike weren’t showing up in the top search results so we partnered with Keltie O’Connor to create a review content around our top 5 bras. We found this to be an amazing way to have her tell the story in her voice and tone without the need for nike innovation language. It also meant that we could show multiple body types across one style so consumers understand how the product would work for them.
The Results
We found that the Vlogger content, whilst quite long had a great retention rate however we found that our product was being lost somewhat.
The product haul content is great as it really informs the consumer whilst also giving their own take on innovation.
We found that the product haul video did a great job of driving to the PDP with over 8000 click throughs (from 200k views) whilst the vlogger content and the workout content felt like a little removed from our product. We did provide affiliate links however conversion was low feeding into our hypothesis that she takes multiple connection points to a product before purchasing.
In summary we found that we need to provide a multiple touch journey for her across platforms where she spends her time with instagram as a discovery mechanism, partners to validate and then Youtube as a way to authenticate with innovation story telling in her voice.