In June 2012, Nike Women celebrated the 40th Anniversary of Title IX – the 1972 game-changing, historic legislation that gave rise to modern Women’s athletics – by creating an integrated campaign to not only ignite appreciation for the great women athletes who came before, but also actively engage today’s athletes to get inspired. Over the course of 5 days, Nike Women teamed with Razorfish to reach almost 10,000,000 people on Facebook alone, drive 60,000 new page likes, garner 12,000 Facebook shares and 3,000 pins, as well as a lot of influential big-name athlete participation, including Serena Williams, Hope Solo, and Mia Hamm. Over 96 athletes tweeted, and 11.5M+ followers were reached. Across social and media activations, the #MAKETHERULES campaign accumulated over 300M+ impressions.To inspire athletes everywhere, Razorfish and Nike Women launched the integrated #MAKETHERULES campaign, using paid, earned, and owned media across Facebook, Twitter, Instagram, Tumblr, Pinterest and YouTube. Title IX legislation allowed women to now make their own rules in sport. Using the rally point “Rules Don’t Define Us. We Define Them, We Make the Rules", the #MAKETHERULES was born. Nike Women athletes were featured throughout the campaign, creating their own “rules" – for example, the first American woman Olympic boxer, Marlen Esparza’s: If No One Thinks You Can Then You Have To – which were featured at events around the country and as digital assets across all of Nike Women’s social channels. To ignite the energy of Title IX and evangelize the future of sport and training, Nike Women hosted influencer events with 75+ elite trainers and bloggers to kick start the #MAKETHERULES digital campaign. Leveraging the Nike Women social ecosystem and key Nike athletes, Razorfish created a content strategy inspired by athletes and focused on publishing daily challenges to garner active engagement across social channels. Daily posts on Facebook and Twitter seeded the conversation and introduced athlete challenges, showcasing athlete rules as digital images. In real-time, Razorfish designed and curated pinnable posters using fan comments, tweets, and Instagram photos, which created a 5-day groundswell of brand conversation leading up to the 40th Anniversary. In partnership with EspnW, a #MAKETHERULES Pinterest board served as the culminating place for all digital campaign assets, both brand and user-generated. On the Title IX 40th Anniversary (June 23, 2012), Nike Women held physical events to celebrate women in sport. Over 2,700 female consumers trialed Nike+ gear and participated in events in NYC, Chicago, Los Angeles, Eugene (at the Olympic Trials), Phoenix (WNBA Mercury vs. Sparks game) and Dallas (24 Hour Fitness). Athlete appearances were made by Shawn Johnson, Lisa Leslie, Brandi Chastain, Hope Solo, Cappie Pondexter, Ary Nunez and more. That same day, Wieden + Kennedy launched “Voices", a film celebrating how far women’s sports have come, featuring elite athletes who defied conventional expectations. “Voices" was viewed by 15M households on ESPN and ABC Family and within a few days, and has 900,000+ viral views. The #MAKETHERULES campaign earned national media attention, including Mashable, Fitsugar, Adweek, Adage, Bleacher Report, and more.
Sample Facebook Content: June 18, 2012 (Featured Athlete: Mia Hamm + “Athletes Rulebook") https://www.facebook.com/media/set/?set=a.10150978649379683.449031.6261664682&type=1 June 18, 2012 (Featured Athlete: Marlen Esparza) 22,193 Likes, 275 Comments, 3,955 Shares https://www.facebook.com/photo.php?fbid=10150979167279683&set=a.215888269682.129885.6261664682&type=1 June 20, 2012 (Featured Athlete: Diana Taurasi) https://www.facebook.com/photo.php?fbid=10150980710094683&set=a.215888269682.129885.6261664682&type=1 June 21, 2012 (Featured Athlete: Joan Benoit-Samuelson) https://www.facebook.com/photo.php?fbid=10150983279134683&set=a.215888269682.129885.6261664682&type=1 June 22, 2012 (Featured Athlete: Lisa Leslie) https://www.facebook.com/photo.php?fbid=10150985385494683&set=a.215888269682.129885.6261664682&type=1 June 22, 2012 https://www.facebook.com/photo.php?fbid=10150986167804683&set=a.10150986167769683.449927.6261664682&type=1 June 23, 2012 (Title IX 40th Anniversary) https://www.facebook.com/photo.php?fbid=10150988023054683&set=a.215888269682.129885.6261664682&type=1 Sample Twitter Content: https://twitter.com/nikewomen/status/216334774271352832 Pinterest Board: http://www.pinterest.com/espnw/maketherules/ Leveraged as the culminating place for all UGC. Facebook comments, tweets and Instagrams were monitored, selected and then designed real-time into digital assets by Razorfish. Instagram: Search #maketherules Tumblr: Search #maketherules “Voices" Film (Wieden + Kennedy): http://www.youtube.com/watch?v=f1ighxU1vYw
