Nike Member Promise
The Ask: Scale up and tailor comms across platforms (Nike App, Nike Dotcom, Nike Run Club, Nike Training Club and the SNKRS App) and points in the customer journey for Nike Members, ensuring objectives are met and are clear across APLA.
The Execution: Create custom messaging that is consistent with Nike branding and can be translated without issue for APLA partners – for multiple channels, aligning with specific goals and nuanced objectives for numerous touches.
Here, you’ll see the messaging journey for Nike Run Club. (Fun Fact: working on this project got me into NRC Guided Runs, which I highly recommend.)
Nike Member Days Copy Playbook
In addition to individual comms, we were also asked to provide a Member Days copy playbook for the different teams across Nike APLA.
This playbook included copy frameworks for more specific and nuanced Member Days scenarios, with copy options for folks to plug in variables based on their specific needs. You’ll also see grounding slides in the beginning, establishing the voice, tone, and types of audiences we’re speaking to.
