What we did
We created a parallel space for our voice. A target audience segment within the larger spectrum of audience that we catered to. And then we did what we’ve always done as Nike.
We motivated the shit out of them.
Stitched together a strategic brand advertising plan for Nike, India & SEA with a novel brand narrative centered around women in India.
Based on the data-led insights, created a mainline advertising campaign Centered around women in India- Da Da Ding‘Da Da Ding’ grew the market share to 28.5% (vs 17%) with a 47% share of voice and record sales of Nike apparels and sports accessories in the launch quarter. From the position of 17% market share and a 31% share of voice, grew the market share to 28.5% with record sales of Nike apparels and sports accessories in the launch quarter. Share of voice increased to 47% beating Adidas for a sales quarter- Won the Cannes Golden Lion 2017 for creativity and strategic direction, Golden Abbys 2017 for brand transformation through data led creative insights, and 11 other awards across the industry space.
