Nike wanted to launch the new Manchester United 2013 ‘Gingham’ home shirt and Express Collection to generate more sales. Their objective was to build buzz by creating content that would represent the heritage, history and pride of the world’s biggest football club.
We needed to reconnect the brand to the heart and history of the club to build advocacy with core influencer fans. This would drive authenticity and unlock a global fan base.
Our #MADEOFMANCHESTER campaign communicated that the gingham fabric was originally exported to the world from industrial Manchester. We commissioned a piece of content from Mancunion street poet Mike Garry. The emotive video promo ‘The Threads That Weave’ content authentically joined the dots between the shirt, the club and the city. We then modernized the message with a shoot that took key players into contemporary Manchester environments. The finale of the campaign was the live activation ‘Made of Manchester’ held at The Museum of Science and Industry, where key influencer fans from the creative industries were invited to attend and meet their heroes.
The emotive video promo ‘The Threads That Weave’ authentically joined the dots between the shirt, the club and the city
‘The Threads That Weave’ content was used across all owned channels and the player shoot was used across retail. Additional content was captured via a multi-screen ‘media chandelier’ which showed hand written messages written by celebrity fans at the event explaining what Manchester meant to them. They could also record short videos explaining their love of the club and city in the Made of Manchester Video Fan Booth. Content was broadcast at www.Manutd.com with fans encouraged to tweet #MADEOFMANCHESTER.
#MADEOFMANCHESTER was the number one trending topic with United fans before, during and after the event. Tweets mentioning #MADEOFMANCHESTER reached 323,253 accounts and made 923,031 impressions during the campaign. The content created from across the campaign was used at www.ManUtd.com and www.Nike.com which have combined monthly web hits of over 20.6 million, resulting in a huge OTV. The increased exposure of the Express Collection culminated in record sell through rates of the three key products that were showcased at the event, driving benefit straight to the bottom line for Nike.
Ear to the Ground delivered a seamless project that has helped Nike and Manchester United connect with its most culturally influential fans. Their digital approach also ensured the campaign was heavily featured across all social media platforms before, during and after the event.
– Nial Bruton, Nike Business Manager for Manchester United