Nike invests its entire marketing budget in female first-time runners.
To make running more appealing to women, we invested Nike’s marketing budget directly into the target audience and created the “Girls Club”, a community that meets both offline for running and online on Facebook.
Jung von Matt
We founded the “Girls Club”, which meets in person for running and online through Facebook. The ID for the club was a special shirt with a twist: girls couldn’t simply buy it, they had to run for it.
Through Facebook apps for the club, we coordinated runs, parties, special events and provided exclusive shopping offers. Anything that happened in real life was later shown and discussed on Facebook.
The Nike-founded club grew into an active, steadily growing community, launching in cities throughout Europe and becoming a worldwide phenomenon. This expansion shows that the “Girls Club” helped make running a sport that young women love.
Client: Nike • Agency: Jung von Matt AG, Germany • Creative Directors: Jacques Pense, Michael Ohanian, Kai Heuser • Copywriters: Gun Aydemir, Norman Scholl, Alexander Seifritz • Art Directors: Benjamin Beck, Jenny Orel, Katharina Hanel • Account Managers: Denise Winter, Sonja Kaufmann • Agency Producer: Simone Abel • Technical Manager: Nils Doehring • Programmer: Daniel Hübschmann • Photographer: Stefan Schmid • Production Company: Embassy of Dreams, Cem Kaya
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