The BASiCs Flashcards

Question

Tell me about a project you are most proud of.

Answer 1

>>I've worked on huge brand campaign launches across sport and lifestyle - from Vaporfly NEXT%, Jordan Launches and more - AND I'm most proud of projects I've had the honor of spearheading. >>One of those projects is the N7 Guided Run Podcast. N7 is a foundation at Nike that elevates the disparities native american peoples experience with a focus on health in the youth sector of the population. The product collection is limited and therefore, budget and resources allocated to support the product is usually slim. My teammate is Native American and shared that she wished we could do more. I was tasked with figuring out how we could make that happen with the resources and budget we had. >> Landed on creating the first ever [and along with that, the first ever purpose-driven, podcast-like] audio guided run in North America. Pitched idea to leadership sharing that we know our members want to make a difference, they see Nike's marketing and want to be a part of the change - got a little more budget. >>Creative team had no bandwidth. Due to my past experience leading content creation engine from end to end in previous digital job - I worked with creative team to assign roles and responsibilities such as script direction along with art direction and copy writing for supporting content to myself with quick checkpoints along the way for the approvals. Everyone had heart and that's what helped to make this happen. End goal was a call to action for community to get involved in supporting the Native American peoples whose land we live on every day. >>Resulted in highest engaged audio-guided run podcast not just during November - which is Native American Heritage month - but, also consistently after.

Answer 2

>>Before I was a Cross-Channel Lead, I saw the opportunity to work more closely with my cross-functional counterparts. It was Pride month and the internal nike Pride Network reached out to the activity app teams [which I was apart of] and shared that they did not see themselves represented in the Play Inside Campaign. I wanted to be an advocate for integrating the LGBTQIA+ community not only into the Plaly Inside Campaign, but beyond. >> Educate leaders on disparity and importance of apologizing and filling the gap immediately. Worked to align teams on the creation of a campaign to include the LGBTQIA+ community. >>Found the Pride parades to be cancelled. Wanted to help honor the parades. >>In collaboration with the Pride Netweork, we created an NRC Challenge that was the length of the first pride parade after the stonewall riot. The challenge ended on the 50 year anniversary of the riots that shifted history forever. Ensured it was marketed on all platforms. Real estate not easy to get - have deep conversations as an advocate. Heart to heart. >>Result - supported teams, closer teams, teams leading with heart - and also the highest performing challenge / content tied to one. Even beating previous ones that prizes were tied to. This allowed us to have leverage to advocate for more purprose driven initiatives! Engagement and Retention drivers.

Answer 3

>> The 2020 Olympics were upon us - and things were starting to get underway. The pandemic had hit China and the entire country was asked to stay inside. As you know, they were unable to go to gyms. >>Our team was all hands on deck with searching for content - including holistic health based photos and editorial - to send to Greater China's way to translate and use immediately. This was done on top of other responsibilities - knew it was the right thing to do for our members. As we all know, the pandemic hit the US. >>Worked to shift the Olympics campaign to the Play Inside Campaign. >>All eyes were on Nike activity apps. Created new programming to support the health and wellness of our members playing inside by digging through old content - photos, editorial - and creating new content to engage members in health and wellness activities! >>During this time, the Nike Digital Ecosystem saw the highest numbers in digital platform history - a lot due to the care and inspiration expressed so intentionally by our teams.

Answer 4

>>The Women's World Cup was upon us. Historically there were no campaigns to enable members to move with each other, in honor of all of the movement and play done by the Women's National Team. Inspirational stories were told, product was sold - but there was opportunity to truly enable people through empowerment by way of a Nike Run Club and Nike Training Club Challenge. >>Create challenge marketed across channels, for the first time doing a large marketing campaign for the Nike fitness apps. >>Created solid plan, worked with partners to find prizes, everything was approved by leadership. A couple weeks before launch our partner agency shared they were over capacity and this project was the first to go given it wasn't the big brand campaign, and it didn't support the bottom line by way of product. >>In a strange way I'm very used to plans changing. This made me extra aware when doing projects like this in the future. To work with teams to make sure they had the bandwidth. We were also left with a first of it's kind, innovative and set strategy we could use in the future in an almost turn key way.

Answer 5

My thoughts: | People at center, take care - connect to insights and consumer, then innovate digitally;

Answer 6

>>When creating big name brand, full funnel campaigns - for some reason - the digital channel teams were left out of the mix. The usual process was for digital channel teams to brief creative using unique channel insights and best practices to produce the highest acquisition, engagement and retention rates - as well as to reduce churn. Since channels weren't included - the content flopped every time. The same video, images and copy were used across all channels, without intention. There was low engagement - and most members acquired during that time churned quickly. >>I elevated this in partnership with my counterpart to leadership for awareness reasons. We tasked ourselves with collaborating with the proper teams - most importantly the creative teams - to craft a content strategy and insight driven briefs. >>We kinda worked backwards since talent was already picked and worked to construct the stories in a way that would be engaging for members. >>This resulted in +7% average increase in engagement compared to other big campaign content. And honestly, more importantly, a tighter and trusting relationship with the creative team.

Answer 7

>>There were no brand guidelines for Nike App, Nike Run Club and Nike Training Club >>Tasked self with creating playbook, best practices and guidelines based on self-led data-informed content analysis. >>Enrolled cross channel teams on the work to ensure alignment and decrease back and forth - simply for asking why we're doing something different. >>Resulted in stronger partner relationships and +4% average increase in content engagement.

Answer 8

Draw it Out, Consider all possibilities Member at the middle Channels on outskirts All possible levers, enablers

Answer 9

Melody Ehsani - footlocker's women's creative director; Paolina Russo - has collabed with adi - known for upcycling; I appreciate the art of her creations;

Answer 10

Beyonce - humanitarian, director, lemonade, truth telling; Kygo - upbeat vibe; LEON - 60s/70s vibe/style;

Answer 11

>>We learned that we aquired millions of female identifying members during big brand campaigns - especially those that elevated and shared how to take action on social issues. We also learned we did not retain these members - to an almost drastic degree. >>Looked into the data - retain female members the most on Nike Run Club and Nike Training Club - double compared to other platforms. Members on those activity apps who purchased also were 38x more valuable than members on other apps. >>Saw this, presented opportunity to leadership to prevent the drastic churn from happening. Lead cross channel teams to craft strategy, narrative, copy direction and imagery direction all aligned to insights. >>Resulted in first ever; Post Purchase Journey to Retain Female Identifying Members;

The BASiCs Flashcards

(35 cards)