Problem:

Nike wanted to dramatically overhaul their ad targeting strategy by leaning into real-time moments during major sporting events. But each event presented a multitude of variables - from athletes to fans - making it difficult for Nike to determine who (or what) to focus on minute to minute.

Solution:

  1. Monitor social activity before, during & after critical games.

  2. Own important keywords throughout matchups. 

  3. Dynamically change bid strategy without exhausting campaign budgets.

breaking Ad Targeting records

Results:

I helped spearhead Nike’s foray into real-time behavioral analytics, achieving unprecedented engagement rates & low CPCs (cost per clicks) across multiple paid social campaigns. Additionally, Nike was able to monitor all relevant in-game UGC, hashtags & topics while isolating content with the highest social momentum.

Identifying impact moments before they went viral online gave Nike a huge advantage over competitors looking to own that same audience. The brand even used these insights to bolster internal executive reports, incorporating new KPIs that prioritized data types like human emotion over more standard metrics like impressions.