During the 2012 Olympics in London, Nike launched this inspirational campaign under the name of “Find your Greatness” as a way of sending a powerful message to all those who are aspiring athletes or those who have some trouble with fitting exercise in their daily routines. Even though Nike wasn’t the official sponsor for the Olympics ( long time rival Adidas was selected instead), that didn’t stop them from running this campaign. People around the world were inspired to find their inner greatness and push their limits.
The whole campaign was based on the idea that anyone can achieve greatness, not only a selected few, and consisted of minute-long videos in which sporty Londoners from other” Londons” in the world ( such as London, Ohio, London in South Africa or Jamaica) were recruited and became the stars of the video campaign. The campaign was launched with a “Find your Greatness” video which was aired on July 25th. You can watch the video below.
Their YouTube channel was constantly updated with new videos and gathered millions of views. The most popular video was entitled “The Jogger” and it alone gathered over a million views.
On Twitter, Nike encouraged people to use the hashtag #findgreatness to open conversations and engage the audience. Considering the fact that Nike has an online community of over 8 million people, the hashtag created a lot of buzz. People were constantly sharing their thoughts through social media websites. Studies show that tweets with the subject of Nike and the Olympics were extremely popular: over 16,000 tweets in just a few days, from July 27th to the 2nd of August. Furthermore, on Facebook, Nike got almost 200,000 new Likes.
Nike took the campaign offline as well- billboards were placed all over the world, as the campaign ran in 25 countries. Nike’s Find Greatness campaign is a great example of using a famous and anticipated event- in this case the Olympics- to create some hype around your brand. The campaign was brilliantly executed and is one of the best social media campaigns of 2012.
What’s your take on Nike’s campaign?
References: theinspirationroom.com, nike.com
Photo Source: pinterest.com
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