NIKE
Pegasus 41 Launch
Campaign Case Study
Nike asked the Road Runner Sports Creative Team to develop a multi-channel campaign promoting the launch of the newest model of the Pegasus 41. My team and I were pumped for the opportunity to build exciting, fresh creative for such a legendary shoe and found a balance between the playful, down-to-earth voice of Road Runner Sports and the bold, inspiring tone of Nike. Nike was stoked with the outcome.
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We produced a collection of emails, online assets, social media, mailers, and catalogs building excitement around the Pegasus 41 launch. The results?
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Prior to campaign the Pegasus was a Top 20-selling shoe for Road Runner Sports. After the campaign, it cracked the Top 10.
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We saw a 17% overall lift in Pegasus sales over the initial six-week campaign.
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There was a 23% lift in Pegasus sales in retail with our CTAs primarily driving to local stores.
Postcard
We leveraged Nike photography but layered in our own copy to align with the Road Runner Sports voice.
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Circulation: 425,000.
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Audience: VIP members within a 30-mile radius of a retail store.
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Response Rate: 4.5%
Catalog
We created a one-page feature within the summer catalog promoting the Pegasus 41 on page 3 leveraging consistent messaging from the postcard.
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Circulation: 325,000
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Audience: VIP members within a 30-mile radius of a retail store.
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Response Rate: 8.25% (overall book response)
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Email Series
We ran a series of emails heroing the Pegasus 41. The first email below focused solely on the Pegasus launch. The second email featured several Nike shoes with the Pegasus as the main focus.
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Circulation: 1.2 million (each send)
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Audience: VIP and NON-VIP customers
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Response Rate: 2.75%
Social Media
Leveraging a mix of Nike and Road Runner Sports imagery, we created a package of six social media posts for each social channel, one per week of the campaign (four Instagram posts shown here).
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Reach: 640,000 (combined)
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Engagement: 10,327
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