To celebrate the drop of Nike’s all new line of Air Force 1 GORE-TEX shoes, Foot Locker and Nike wanted to create a community engagement campaign in Los Angeles to highlight the shoes’ outdoor, all-weather design. Instead of focusing on sales, both brands expressed interest in boosting brand equity and consumer connections with Black and Hispanic consumers.
Working closely with clients at Foot Locker, Tiny Beast created a touring integrated campaign and engaged a local non-profit to launch 3 events in underserved communities throughout LA. The campaign gave residents an inclusive all-access experience in unconventional outdoor green spaces, which included music, urban farming classes, free branded giveaways, photo ops, and a raffle to win a free pair of Nike Air Force 1 GORE-TEX shoes. Each event included donations to support respective community gardens, and played host to local healthy living influencers, who created content about the importance of urban gardening and sustainability in their communities.
Brand, product, and cause-oriented messaging were coordinated across experiential, social media, content, paid digital, and consumer giveaways to create an immersive multi-channel experience on a hyper-localized market level. By engaging consumers on a community level, Foot Locker and Nike gave them an opportunity to interact with other members from surrounding neighborhoods while exposing underserved populations to education about the importance of healthy eating, sustainability, and small-scale farming. This created positive sentiment in the space, making consumers more receptive to brand and product messaging that was integrated into the experiences.
KPI’s for this campaign rested on boosting brand equity and consumer sentiment among Black and Hispanic consumers in L.A. This was primarily measured by event attendance, consumer interviews, purchase intent, recommendation, and social media engagement. Against KPI’s, the campaign surpassed all expectations. But perhaps more important, were the qualitative results that came from consumer interviews and verbatims that represented the boost in consumer sentiment toward the brands. Some examples include:
“I’m so grateful they did this. I have wanted to bring my children to this garden for months but it’s always locked. This gave us the opportunity to learn about gardening and interact with our neighbors. Thank you guys!”
“It’s great to see Foot Locker and Nike out here in our neighborhood teaching our kids about something important. They don’t get to do this kind of thing at school.”
“The shoes are sick, I’d wear them for sure. But I didn’t expect to like the workshop as much as I did. It was cool.”
