Nike and Mindshare were looking to better understand how teenagers in London use social media to shape the 'Nothing Beats A LDNR' media strategy.
We studied the behavior of a selection of young people (aged 14-21) situated in diverse subcultures in London by:
This approach enabled us to understand the teens’ context, the role social media plays within it, and how this translates into behavior.
We detailed our findings in an easy-to-use playbook, explaining some of the surprising and interesting angles to understand how to best engage this group. We found that:
These granular qualitative insights were relayed to the teams to aid with decisions about how to best invest in media for maximum impact.
The campaign won two Golds and the Social & Influencer Grand Prix at Cannes 2018.