Nike has launched a new campaign this year, aimed at developing an online motivational community through Twitter. “Make it Count”- the campaign’s tag line, is aimed at encouraging consumers to consider their new year’s resolutions, and to pledge to stick by them publicly on Twitter. The campaign is heavily promoted via emotive posters and TVC’s of UK’s top athletes, illustrating intense pictures of themselves in training, and their personal pledges and motivations.
Created by Wieden + Kennedy London and AKQA, the campaign features athletes such as Mark Cavendish and Paula Radcliffe. Nike urges consumers to share their personal pledges via the Twitter hashtag #makeitcount. Shoppers can also be photographed at Nike’s flagship London stores with their handwritten pledges and share these photos online or have them put up at the stores.
By tapping in to the public’s personal resolutions, and encouraging dedication through their public “pledge”, those involved become a community – supporting one another to achieve their individual goals. From a brand perspective, this provides the ability to convert them from fans to true advocates – seeing the brand as the pillar through which they are each connected and supported.