Anthony Baker
Brand Marketing, Technology Strategy & Digital Transformation
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Nike On Demand

Nike on Demand put the entire network of Nike athletes, coaches, services, events and more at the Athletes* fingertips through a bespoke text based tool using SMS and WhatsApp. Hundreds of conversations were handled at once to intimately serve and help Berlin Athletes* unleash their potential.

The Challenge

Nike’s wealth of athlete data showed us that the hardest thing for athletes is staying committed to their goals over time. At the same time, we were seeing audiences move away from public social media-based conversations to the closed world of private messaging: Facebook Messenger, WhatsApp, etc. This was particularly pronounced in Germany, where privacy is paramount.

The Approach

The Approach

We partnered with Nike and their network of trainers and coaches to build Nike On Demand, a one-of-a-kind fitness and motivational program that lives inside of WhatsApp. But unlike personal training services that carry a high monthly subscription fee, or so many impersonal A.I. powered experiences, Nike On Demand is machine-assisted, not powered. We connected real athletes to real experts in Nike’s network who can provide personal help to crush any goal.

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The Solution

The Solution

Every day for 6 weeks, inside the Nike On Demand Service Centre, Nike experts, coaches, trainers, etc. cross-referenced motivational messages with users’ activity to determine which nudges saw the greatest behavior change.

The qualitative messaging sentiment and quantitative activity data that we gathered during service hours was collected and analyzed twice daily, with teams in the US working though the European night to turn around actionable insights for the morning shift.

These insights then formed the basis of bespoke motivation (e.g. personal voice messages from Nike athletes) and individual training plans, with the experts in the command center tapping into the entire Nike ecosystem to serve up the perfect Nike services (e.g. getting a user into the backdoor of a sold out Nike Training Club class), experiences (e.g. a private 1:1 training session with a professional athlete) and products (e.g. a trial of the right footwear) to keep the athlete on track towards their goals.

The Tech

The Tech

We architected, designed and implemented a conversation management system that enabled the Nike experts at the control room to manage thousands of conversations and hundreds of athlete profiles in real time through chat, while integrating with Nike activity data and systems to empower rapid information access, conversation annotation and activity data retrieval.

We leveraged integrations with Twilio and WhatApp for messaging, and built a scalable and lean cloud based web solution for multi-user conversation management.

The Results

The Results

Over 6 weeks, we exchanged over 22K messages and enabled 240 athletes to unleash their potential with the best of Nike’s expertise.

83% would recommend Nike On Demand to a friend.
81% would use the service again.
70% expect this type of service from Nike.

The Awards

The Awards

2018 Global Mobile Awards - 1xShortlist
2017 Clio Sports - 1xGold, 1xSilver, 1xBronze
2017 Campaign Creative Tech Awards - 1xGold, 3xSilver
2017 MMA Smarties Awards - 1xGold, 5xShortlist
2017 ANDY Awards - 1xBronze, 1xShortlist
2017 Cannes Lions - 4xShortlist
2017 Shorty Awards - 2xWinner
2017 Webby Awards - 2xShortlist
2017 One Show - 2xMerit
2017 ADC Awards - 1xMerit
2016 Eurobest - Grand Prix