NikePlus Member Days

Some say it takes a village, others, a Member-ship.

Tasked with creating a congruent member experience that touches the multiple benefits of NikePlus membership (such as first access to product, exclusive deals, rewards for sport, and partner access) the membership team at Nike launched its first ever NikePlus Member Days.

This campaign lasted six days throughout the holiday season, providing democratic offers to encourage members to check in and engage with Nike each day. This cross-functional experience took support across a large portion of the Nike Direct team to bring to life. Living across the digital ecosystem in app, dotcom, email and paid marketing the campaign focused on the three main membership goals to increase awareness, drive member acquisition, and retain and reward existing members.

The program resulted in record breaking success creating a membership experience unlike anything before at Nike. Some quick stats below:

• Increased membership awareness by 1300 BPS from 55% to 68%. 

• Drove acquisition of 322k new members during the week (an all-time high).

• Over 4 million digitally active members (1.9mil active in the Nike App) both of which were new records.

Brand: Nike

Role: Marketing Manager

Supporting Agency: Thesis