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Nike App Launch Mexico
With one of the youngest and most digitally savvy populations in the world, Mexico City was ready for the Nike App. Fueling our digital ecosystem across the marketplace, we focused on building meaningful relationships with our Nike members offering them the best that only Nike could give.
2 MILLION STRONG
Since its launch, the Nike App has seen 2 million downloads and has become our fastest growing platform in the ecosystem, surpassing all expectations in downloads, share of business, member acquisition and conversion rate.
2.4M
Downloads
#5
In iOS shopping apps, fueling digital acceleration
48%
NDDC share of business, surpassing the 40% goal for the first year
2X
The conversion
vs Nike.com
TAKE A LOOK AT KEY WINS OF THE NIKE APP IN ITS FIRST 90 DAYS:
We gave members what they needed. With early access to all our key seasonal stories (Club America, Pumas, Verano de Amor, Haz Algo Nuevo) through the Nike App, we connected with our Nike members through exclusive content and access to unique experiences.
App product exclusives drove energy, contributing 8-11% of our demand
2X
In App, members ordered 2x as often as non-app users
76%
New App users completed onboarding, helping us learn more about every athlete we serve.
Connecting online to offline
QR codes throughout Mexico’s cities
With the biggest combined media investment in Mexico's history at almost $10mn (uniting Nike App launch and Haz Algo Nuveo), our OOH media prioritized placements with a high-traffic of people —subway stations, bus stops, and malls —and included QR codes that consumers across Mexico City, Guadalajara, and Monterrey could easily scan to download the app in real time.
Retail Geo-Fencing
We executed a first-ever geo fence at Nike Direct retail doors, reaching any athlete* within 200 meters of our stores. Athletes in range of the geo fence triggered a digital prompt to their phones, nudging them toward purchase with a 10% off hook. We also posted QR codes throughout the store to allow easy download, made possible by newly installed wifi.
123K
Trigger unlocks
46K
Downloads generated at Store (NFS)
5.5K
New members created at retail (NFS & NSO)
67%
Promo redemption rate (NFS & NSO)
69K USD
in Sales in NFS with download hook
More than half of people who got triggered unlocks redeemed the discount the same day.
CREATING MEANINGFUL CONNECTIONS
We partnered with local catalysts and athletes on a unprecedented "Easter Egg Hunt". With more than 10 million followers in total, they inspired athletes* to hunt for emojis hidden within the Nike App Discover section to unlock special IRL experiences like styling sessions, cooking classes, spa days and personalized gift boxes. They were also key in communicating the app to increase downloads within their followers.
3.5M
Reach
4.3M
Impressions
$130K
USD social media value
Every ‘easter egg’ event reached full capacity, highlighting the relevance catalysts have within their audience.
WE PILOTED NEW MEMBER ACQUISITION STRATEGIES
We piloted a first-ever app-install partnership with Mexican telecom Telcel, the biggest carrier in Mexico, to pre-install the app in 4M devices with 1M guaranteed app opens.
We mapped our media plan to strategically exclude known Nike Members to drive more efficient spend, reduce overlap with organic efforts, and bring more new members to the Nike Ecosystem.
1.8M
Installs
944K
App Opens YTD
690K
First Time Logins
Coming from Paid Media (63% SOB)
74%
Of those logins are New Members
We targeted younger athletes* through their Favorite platform Tik Tok using the:
Top View Format, the best and most unmissable Placement in the platform.
87M
Views
375K
Visits to Nike.com
In just 2 days
WINNING AS A TEAM
From product developers to project managers, business leads to retail store athletes, merchandisers to marketing managers, op leads to strat planners, this was truly an all-hands-on-deck launch.
We went even further, and with the help of our distribution center, we added flyers to product boxes during the pre-heat phase. We also asked all of our employees to help us find ‘bugs’ within the app leading up to launch day.
Recognizing the work of our employees across the organization, we also rewarded them with first access to product exclusives in the app.
MEDIA COVERAGE
The Nike App arrives to Mexico with personalized access to sport and lifestyle
“Nike is taking a decisive step to provide even more personalized experiences and consolidate its digital transformation in Mexico with the launch of its new Nike App.”
The Nike App is officially launched
“Nike knows that the Mexican market for sneakers is on the rise, so with the launch of the new Nike App, Nike is taking the next step in its digital transformation in the country.”
The Nike App hits Mexico to serve consumers: runners and lifestyle
“It doesn’t matter if you run your city, run marathons, or if your sport is basketball, futbol, or yoga, Nike App is the easiest way to find everything you need to move.”
CONSUMERS FIRST
“La mejor aplicación de ropa para móvil, todo es muy fácil de encontrar. Además el servicio técnico es quizás de los mejores que existen, rápido y preciso.”
“The best clothing app. Everything is very easy to find. Also tech support is perhaps the bests that exists, fast and accurate.”
“Es una excelente plataforma para hacer mis compras, me facilita muchas cosas entre ellas tener que salir de casa.”
“Practical, quick, I can buy whenever and wherever I feel like it… Awesome promotions.”
“An excellent platform to do my shopping. I can find what i need without leaving the house.”
KEY LEARNINGS
- Easy Access drives members. Thanks to a curated journey and customized recommendations, member are easily finding what they need. (data member growth)
- Exclusivity is King. Since day 1 of the Nike App, we’ve seen that our members are really hyped about the App exclusive products, most of them being sold out within the first couple of days of their launch.
- Lead with HER. Women make up just 26% of the share of business in the app. We have an opportunity to lead with her, by having product drops she loves, creating content that empowers her, and targeted marketing that will draw her in.
- New partnerships take time. Telcel numbers are under projections, so we will need to double our efforts to reach our targets.
- Member journey should be our priority. While geofencing was a powerful tool, some consumers experienced long delays before receiving their discount hook, which gives us an opportunity to improve our consumer journey and rewards.
- We must win in all platforms. iOS consumers are more likely to complete an order (iOS 24% vs aOS 18%), but they add less to the cart (15% compared to the aOS member at 16%). This is an opportunity to curate audiences and customize all journeys.
- Local Content on the rise. We've had over +1M feed cards views coming from our local content and more than +40K thread cards views! We must continue delivering content that provides meaning, purpose and local context.
“Práctica, rápida, comprar donde esté y donde se me ocurra…Buenísimas promociones.”