MAKE IT COUNT WITH
NIKE+ FUELBAND
“Excellent relationships with cross-functional partners are critical to a successful GTM strategy.”
MAKE IT COUNT WITH NIKE+ FUELBAND
In 2011, Wearable tech was a nascent market. I joined an incredibly talented cross-functional innovation team that led the Fuelband launch. DTC took the lead and as the eCommerce brand marketing lead, I owned and executed the go-to-market acquisition content and media for Nike.com.
This included:
+ All acquisition content to support the Nike.com journey across homepage, Nike+ category landing page and product detail page.
+ Owned media (web, mobile, social media)
+ Paid Media (PPC, email, display, re-targeting, behavioral, influencer)
+ Earned Media (Mentions, shares, re-posts, reviews)
+Twitter timeline, search, and YouTube with mobile roadblocks.
Results:
Media delivered 109MM impressions and 500K visits.
Wildly successful at launch. It sold out in minutes and was the first ever high velocity sale at Nike — 27K units in under an hour. 450 units/minute, 8 units/second!
This high profile integrated launch campaign became a best practice standard for future launches at Nike.
gallery
#makeitcount
How do you want to make it count? Casey Neistat ditched the agreed upon spot and set off on a journey around the world with Nike’s money and advice to “Make it Count”. 30M+ views later, it worked.