Key features:

• Seamless integration of social media with on and offline retail
• Online, fully shopable lookbook optimised for all devices
• Dynamic use of video and athlete generated content
• Global assets tailored to UK audience

Nike’s 2012 Make It Count campaign features the best of sport’s established and emerging athletes. Black and white photography shows them at the height of training – exhausted, sweating, determined – next to their pledges for the coming year. We were briefed to take this campaign to the UK youth market through JD Sports.

For the campaign centrepiece we created and built a dynamic, fully shopable lookbook that seamlessly integrated social media with the on and offline retail experience. 

Embedded in both the JD Facebook page and main website, the lookbook featured imagery and video footage of Nike athletes wearing apparel. On click-through this imagery led directly to the section of the JD website where product could be purchased. 

To encourage participation in the campaign all athlete #MakeItCount tweets were pulled into widgets specific to each athlete and displayed live for consumers to respond to. ‘Like’ and share mechanisms with pre-formatted hashtags and URLs extended the campaign reach beyond the initial JD Sports fan base. 

In parallel with digital activity, we rolled out #MakeItCount to all JD Sports retail outlets. Executions ranged from bespoke window campaigns and installations to banners, printed collateral and large screen animations.