Nike • For Every Body
2021 • XR • Clothing • United States • North America
Nike did a campaign using dynamic, digital mannequins using Snapchat A/R technology to create a more relatable and representative in-store experience for Gen Z women.
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The big idea of this campaign was to create a more inclusive and relatable in-store experience for Gen Z women by using 3D photogrammetry and Snapchat A/R technology to reimagine traditional mannequins as dynamic, digital recreations of real women in the community. By doing so, Nike aimed to foster a truer sense of connection with the brand and increase engagement and membership among this demographic.
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The challenge of this campaign was to create a more inclusive and relatable in-store experience for Gen Z women. Traditional mannequins were seen as unrelatable and unattainable, so Nike needed to find a way to showcase a diverse range of body types and promote a sense of connection with the brand.
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The target group of this campaign was Gen Z women.
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The campaign resulted in an average time spent on the lens of approximately 2 minutes, which is 10 times higher than the average Snap lens engagement. Additionally, there was a 43% increase in Gen Z women membership and a 20% increase in Nike Members transactions. These results indicate that the campaign successfully resonated with the target audience and led to increased engagement and conversions.
