How Nike's TikTok Ad Campaign Shook the World of Women's Football
Hi online friends, If you are a fan of football (or soccer, depending on where you are), you might have heard of the UEFA European Women's Championship (WEUROS) that took place in July 2022. It was a thrilling tournament that showcased the best of women's football in Europe, with England emerging as the champions after beating France in a dramatic penalty shootout.
But what you might not know is that behind the scenes, there was another game-changer happening: Nike's TikTok ad campaign that aimed to inspire the next generation of female footballers and change the way they are seen by the world.
Nike, as the official sponsor of the WEUROS, wanted to do more than just promote their products. They wanted to create a movement that would celebrate women's football and empower young girls to start and keep playing the beautiful game.
How Nike Used TikTok to Reach Millions of Fans
To achieve their goal, Nike decided to partner with TikTok, the leading platform for short-form video content, and leverage its creative and engaging features to connect with their target audience.
Nike's TikTok campaign had three main components:
- A hero film featuring football freestyler Emani Kassem and other star players like Leah Williamson, Marie-Antoinette Katoto and Alexis Putellas, set to an original sound 'Shake it to the Ground' by DJ Blaqstarr & Rye Rye. The film was launched across all destinations, including TikTok, YouTube, Instagram and TV.
- A branded hashtag challenge #NikeShesBallin, inviting users to show how they are a baller both on and off the pitch. The challenge was supported by 36 TikTok creators from six key European markets: UK, Netherlands, Germany, France, Italy and Spain. The challenge also had TopView, Top Feed, In-Feed and Spark Ads to boost its visibility and reach.
- A sponsorship of the official Women's Euros hub on TikTok, featuring daily branded content and highlights from the tournament. The hub was spotlighted across the platform and in stadium screens.
What Were the Results of Nike's TikTok Campaign?
Nike's TikTok campaign was a huge success, generating massive engagement and awareness for women's football and Nike's brand.
Some of the key results were:
- 3.6 billion views of the #NikeShesBallin hashtag challenge on TikTok
- 14.6 million likes and 4.4 million followers for Nike's official TikTok account
- 1.2 million user-generated videos for the #NikeShesBallin challenge
- 86 million views for the hero film on YouTube
- #weuros2022 trending number 1 in the UK
Nike's TikTok campaign also received positive feedback from fans, players and media outlets, praising its creativity, authenticity and impact.
For example, Marketing Week named it as the most creatively effective ad on TikTok in July 2022, saying:
> "Nike’s ‘She’s Ballin’ is an example of a TikTok ad that got the balance right. It has been identified by Kantar’s The Works study as the most creatively effective ad on the platform in July in terms of public response."
Why Nike's TikTok Campaign Was a Game-Changer for Women's Football
Nike's TikTok campaign was not only a marketing success, but also a game-changer for women's football.
By using TikTok as their main platform, Nike was able to reach millions of young fans who are passionate about football and social media. They were able to showcase the diversity, talent and personality of female footballers, and inspire them to pursue their dreams.
By creating a branded hashtag challenge, Nike was able to spark a conversation and a community around women's football. They were able to encourage users to express themselves and their love for the game through creative videos. They were also able to amplify the voices of female footballers and influencers who joined the challenge.
By sponsoring the official Women's Euros hub on TikTok, Nike was able to elevate the profile and visibility of women's football. They were able to provide fans with exclusive content and access to their favorite players and teams. They were also able to create a buzz and excitement around the tournament.
Nike's TikTok campaign was a game-changer for women's football because it showed that women's football is not only exciting and competitive, but also fun and empowering. It showed that women's football is not only for women, but for everyone who loves the game.
Conclusion
Nike's TikTok ad campaign for the WEUROS was a brilliant example of how brands can use TikTok to create impactful and engaging campaigns that resonate with their audience.
Nike used TikTok's features and formats to create a campaign that celebrated women's football and empowered young girls to play the game. They used TikTok's reach and community to create a campaign that generated massive engagement and awareness for women's football and Nike's brand.
Nike's TikTok campaign was a game-changer for women's football because it showed the world that women's football is not only a sport, but also a movement.
If you want to learn more about Nike's TikTok campaign, you can check out the following links:
- [Nike's official TikTok account](https://www.tiktok.com/@nike)
- [Nike and TikTok case study](https://www.tiktok.com/business/en-US/inspiration/nike)
- [Nike's hero film on YouTube](https://www.youtube.com/watch?v=9ZfGj8w7Z0Q)
- [Nike's TikTok ad creative effectiveness analysis by Marketing Week](https://www.marketingweek.com/nike-tiktok-creative-effectiveness/)The article is complete. .
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