Nike Kids Segmentation
Experiential Marketing
THE CHALLENGE
Define Nike’s new global consumer strategy for kids
Nike’s robust global research defined and categorized their kids consumer into various personas, each with their own personalities, styles, and ways of engaging with the brand. This revolutionary approach represented a new dynamic for Nike, one that required internal education to fully comprehend the wants, needs, and thoughts of each type of kid.
THE INSIGHT
Show, don’t tell
Instead of a simple Keynote, we built out an entire experiential marketing experience from the eyes of a child, focusing on three key segments (S, P, and O) that most resonated with Nike. We divided the categories into Live, Learn, and Move, devising a walkthrough that mimicked the day in the life of each child, from the bedroom to the classroom to the sports field.
THE RESULT
A place of knowledge and inspiration
Over 40 top executives, including then-CEO John Donahoe, along with hundreds of Nike employees toured the space, drawing inspiration from the kids' consumer segments and using this knowledge to create new products, experiences, and events that catered to this expanded audience.
Process:
We designed an experience journey to introduce participants to the concept of segmentation and immerse them in the daily life and activities of three segments, S, P, and O, through the buildouts of Live, Learn, and Move.
Live:
Once introduced to the concept of segmentation, we created a walkthrough of each kid’s Live space, replete with artifacts, quotes, and personal touches that made each bedroom and shared living space feel authentic and globally relevant.
Learn:
We constructed a classroom experience catering to all three kids’ ways of learning. The classroom had color-coded artifacts and quotes assigned to each segment, while each kid had their own locker, featuring unique backpacks, clothes, stickers, books, and educational elements that corresponded to their unique personalities.
Move:
Divided into “Play All Day” and “Play Sport,” the Move section captured the ways in which each kid liked to engage with sport, fitness, and the outdoors. We considered both structured and unstructured play, noting global nuances and different ways that kids like to move.
Immersive Elements:
Throughout the space, we provided interactive, immersive moments for participants to engage with the items and data. A guide book with stickers, a lost-and-found exercise, quote buttons, Magic Eye-style optical illusions, artifact tags with quotes and data points, and periscopes were all used to create an imaginative, alluring environment built around kids as a learning center for adults.
Work in collaboration with INDUSTRY