Case Background

In order to further improve people's perception of female athletes and strengthen the public's awareness and love for football, Nike and Tuke collaborated based on the UEFA European Women's Championship (WEUROS).

Solution

During the early stages of event preparation, Nike positioned Tuke as the main communication platform and chose freestyle footballer Emani @emankassem79 as the core storyteller. With the joint participation of England captain Leah Williamson, French legend Marie-Antoinette Katoto, and Ballon d'Or winner Alexis Putellas, the event's attention level was further elevated.

Influencers Brand Challenge

In addition, based on an in-depth understanding of Tuke, Nike knew that "adaptation" was key to achieving better results. Therefore, Nike advocated for an approach more suited to the Tuke platform, namely collaborating with influencers to create native content. It teamed up with 36 Tuke influencers to launch the #NikeShesBallin challenge in six major European markets (UK, Netherlands, Germany, France, Italy, and Spain), using DJ Blaqstarr & Rye Rye's inspiring and catchy "Shake it to the Ground" as the background music, attracting countless users to participate. With the combined effects of TopView, Top Feed, and In-Feed Ads, the campaign's reach continued to grow.

As part of the collaboration, Nike also set up two Tuke booths at its London UEFA European Women's Championship event, encouraging participants to use a 180-degree slow-motion robotic arm camera to create their own Tuke brand challenge videos and post them online to join the interaction.

#NikeShesBallin was originally designed to raise everyone's competitive level through the challenge and encourage more fans to showcase their performance both on and off the field. The results were also very impressive, with users from all over the world enthusiastically showcasing their unique skills and life insights.

Marketing Results

3.6 billion
Brand Challenge Views
15 million+
High-quality Influencer Video Views

#NikeShesBallin ultimately garnered 3.6 billion video views, and several collaborating influencers performed remarkably well, with @ben's video reaching 15.7 million views, @liriansantos_ 9.7 million, and @sara_guzo 7.9 million. Meanwhile, #weuros2022 ranked first on the UK trending topics list, marking a groundbreaking moment for women's football.

As of September 18, 2023, the total views for the #NikeShesBallin hashtag exceeded 7.4 billion.

*Case from Tuke For Business
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