NIKE SMARTWATER 10K
How do you create reach amongst the UK's 24 million bottled water drinkers? To take smartwater into 2015 we needed to evolve our strategic approach. We looked at cultural insights around sports, what people were discussing and sharing and found that FIT IS IT - fitness being a strong social currency with bragging rights - so we created #smartmovement.
As lead creative/strategist I worked with the team to develop an influencer strategy to put glacéau smartwater front of mind for our ‘fast and curious’ bottled water drinkers.
We partnered with the Nike women’s 10k as a springboard and handpicked 5 influential ambassadors based on their reach in the right circles of ‘fast, curious and fit’. They were tasked to create content to help runners prepare for the event, including fitness prep, yoga moves, how to hydrate, how to ‘get the look’…
The social media plan spanned weeks, illustrating the journey runners take to prepare - activity peaking on race day with live content pushed out (and signed off) instantly. I even ran the 10k myself with a GoPro strapped to my chest to capture footage. Committed to the cause. (I did the race in just under an hour FYI).
On race day alone we reached 2.7 million people with content on glacéau smartwater and ambassador channels.
