Nike+ TAKEMOKUM harnesses super-engaged community

Posted on: June 17, 2011

Nike’s been impressing far and wide lately with its social media efforts. It’s simple but fantastically engaging Facebook Superfly campaign has done so well they’ve moved it off into it’s own Facebook page.

What stands out for me with the TAKEMOKUM Nike+ graffiti challenge campaign is the relatively small number of super-engaged community members (< 10k) that were engaged to meet the campaign objective – smashing through the notion that for many young people, running is boring.

This helps us to see how niche is indeed the new black and social media success does not have to mean astronomical numbers of ‘likes’ – but rather sweating the small stuff to develop the right concept to enthuse a super-engaged group.

image above via Amsterdam AdBlog


2 Responses to "Nike+ TAKEMOKUM harnesses super-engaged community"

Or does a small number = lack of success?

After all, who’s going to say their brand marketing didn’t have the impact they thought it would? That’d never fly with the board… Good to see you putting a positive spin on it.

That’s a good question… I think the truth is it’s difficult if not impossible to have massive numbers and deep, meaningful engagement, because coherent community interactions don’t scale… but in terms of flying with the board I guess it depends on how much Nike values developing greater understanding of the consumer .. leading to benefits across product development, marketing, sales etc.

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