posted by cpio
In China, greatness is reserved only for the chosen few who bring honor and pride to the nation. The 2012 Olympics was an opportunity for Nike to redefine greatness, to honor the pursuit of greatness, and in the process inspire kids to strive for their own personal best.
Nike used Chinese social media (China’s version of Twitter) during real time to reinstate that all the athletes no matter where they placed were great making sure they had their word first before the Chinese media could criticize, releasing print ads almost immediately.
This campaign was successful because it not only changed the definition of what great is, it made the Chinese society who are active in social media (the millenials) question the way of thinking that has been around for centuries.
Here is the case study.