#TIMETOTRAIN
Copy | Strategy | Concepting | Film | Campaign
The challenge: Launch a campaign to motivate athletes* to train through the holiday season.
The idea: For the athleticism obsessed, it's always time to train. We branded times of day into training personalities, created launch videos and training stories to set the tone, then left the rest to our audience to see what they could do. The UGC campaign challenged athletes* like never before—with inspiration from professional athletes, world-class trainers and the best Nike Training product.
The result: Nearly 200% growth in followers, the category's most-engaged campaign to date and what every creative wants: Adopted behavior for the long-run using the training personalities #earlyriser #daysquad #laststanding.
And because the athleticism obsessed never stop, neither did we. As a surprise for the athletes* who participated in the campaign, we created a UGC montage to introduce their next challenge—and our next seasonal campaign—#TodayIGetStronger.
Responsibilities:
Research/strategy
Visual/story concept
Production treatments
Athlete & ambassador UGC briefs
ROS creation (Instagram, Twitter, YouTube)
Daily copy execution