How can you quickly reconnect to what women really care about not what secondary research says they care about?

Nike is one of the most iconic brands in the world yet there is a growing disconnect between the values of the brand and European women’s attitude to sporting performance.

We used social media monitoring techniques across six European markets (France, UK, Germany, Italy, Spain, Russia) to understand what women are really saying to each other and beyond, about the brand, about the competitors and about their attitude to fitness, well-being and exercise.
Influence:

• The pan-regional Ogilvy 360 Digital Influence team used the Ogilvy Listening Posts to identify conversations relevant to the brand’s relationship with the target audience.
• The team then went on to turn the conversations that they were finding into actionable insights and created influencer maps for each country for the brand using their strategic insight and planning skills challenging the current positioning of the brand and the target audience influencer model the NikeWomen team currently employed.
• The team’s insights has driven further research across the NikeWomen brand and driven the positioning for NikeWomen in 2010 and beyond.