Nike Coach
Client Nike | Agency Rehab
Role Creative Director
The problem
Despite their excellent content offering, Nike needed help creating an effective retail flywheel for running customers. Their data showed high drop-off rates as people moved down the traditional sales funnel, leading to smaller baskets and limited repeat purchases through Nike.com.
The insight
Each runner has their own unique needs defined by a combination of ability, experience, conditions and personal schedules. But advice on kit and training is often ‘one size fits all’, so runners of all levels make choices and purchases they regret - wasting money and time as they chase their goals.
The response
We created Nike Coach – a seasoned trainer, friend and Nike’s first one-to-one voice experience to help runners hit their goals. It brings together inspirational content from Nike’s running ambassadors, sports scientist-approved training plans and contextually relevant product recommendations to guide people from the first step to their first marathon.
By tracking users’ progress through their running plans and mapping on factors like mileage and weather conditions, we were able to give every runner valuable insights and help them buy the kit they need to keep going.
This was the first branded actions to use daily updates through Google Assistant routines.
The results
2,000+ conversations in the first week.
93% of messages were handled effectively.
74% of people who were recommended kit through the experience clicked through to product.
Associated basket sizes were +125% against benchmark, with users over-indexing on product bundling and follow-up purchases.
My role
Collaborating with SVP and C-Suite partners to integrate the experience into Nike’s product strategy and technical roadmaps.
Collaborating with Google Home stakeholders to develop new features and data integrations.
Leading a creative and tech team from concept to delivery, including IX design, conversational architecture and promotional assets.
Presenting the product at Nike inspiration days in the Portland HQ
Awards
Finalist, Apps, Mobile and Voice
The Webby Awards