Nike Running Spain
Gigaphotos
Doubleyou
Insight
Nike Running Spain had a modest Facebook community but held the powerful position of organizing Spain’s largest race. The challenge was to connect personally with each registered runner and inspire them to engage in Nike’s global campaign, #makeitcount, while leveraging the race as a springboard for deeper brand interaction.
Idea
We turned race participants into the heart of the campaign by creating integrated gigaphotos from the 2011 race finish line. Personalized emails invited runners to find themselves in the photos, tag their profiles, and share their goals for 2012, seamlessly linking personal achievement to the global #makeitcount conversation.
Impact
The campaign exceeded engagement expectations, proving that powerful ideas can act as their own media. Nike Running Spain’s Facebook community grew from 20,000 to over 100,000 followers organically in under a year. The concept resonated so strongly with the audience that Nike adopted it for subsequent mass races, amplifying its reach and reinforcing brand loyalty.
Awards
El Sol 2012: Digital > Social Media Marketing, Gold
Team
Client Services Director: Jordi Pont
Creative Director: Jesús Revuelta
Account Director: Luis Ortiz
Copywriters: Ximo Villalba, Álvaro Doladé
Designer: Marta Torredeflot
Production Manager: Raúl Cruz
Account Executive: Bea Reboll
Interactive Director: Sara Mayoral
AV Production: Irene Choclán