Colombia, a key piece of the CaSA portfolio, is a complex region.
Due to fragmented population blocks, large distances between cities,
and complex traffic patterns, serving consumers consistently across
the country is difficult. With the recent surge and trust of digital
platforms, launching Nike.com.co is the chance to democratize the
Brand for all Colombians.
The launch of Nike.com.co marks a significant step towards establishing
more personal connected experience to the Athlete* and secures a broader
presence in the Colombian market.
LAUNCHED WITH EIGHT LANDING PAGES:
Influencers, athletes and amplifiers expanded the message of Nike.com launch. They showed consumers the functionality and ease of the platform, highlighting the desire for product matched with the trust and convenience of the official Nike platform.
The 2024 Atletico Nacional Kit launched on Nike.com.co. Influential club supporters in Medellin created their own content which drove traffic to Nike.com.co and establishing credibility with local football communities.
Customers from Nike Global and local databases were contacted with launch news and given the chance to opt into the new local Nike database.
Athletes* that currently move with us on NRC and NTC were among the first to hear about the Nike.com.co launch via targeted app cards.
Out-of-home billboards and ads were placed in hubs throughout the city that connect directly with our target consumer such as near sports centers and universities. Additionally, a digital mobile billboard was touring around the city.
The launch of Nike.com.co was featured on the cover of Publimetro, a free newspaper distributed nationally in universities, busy shopping areas, public transport hubs, stadiums, and other high-traffic zones. Nike.com.co ended up in the hands of thousands of Colombians nationwide, boosting our visibility and engagement.
QR Code strategy for 25 Nike Direct doors directed to Nike.com.co homepage:
INLINE – 17 Attract / 17 connect.
UNITE – 8 Attract.
*Period February 1st to March 17th
