Nike’s objective was to ignite demand for the Kyrie 3 product innovation. Kyrie Irving is known for his creative moves on court and unique charisma off court. His persona and the launch of the Kyrie 3, a lower price-point sneaker, gave Nike a window to position the product in a unique way and speak to a broader youth audience.
The approach had to look beyond the core basketball audience and do something to shake up the category. Kyrie’s unique persona and the “Cut to Create” platform demanded media that inspired creativity and brought his non-traditional, dynamic style to life. Bili Bili is the top community with 50M ACG fans. It provided the opportunity to get Nike basketball stories to the wider youth culture to shake up the market. We wanted to get Nike Basketball into that culture using Bili Bili to create excitement around the Kyrie 3.
Nike handed over the keys to the Bili Bili community to adapt the global Kyrie film in a way that resonated with today’s youth.
Nike partnered with Mr. Yuan, a respected Bili Bili animator who has a passionate fan community of 160k followers. Mr. Yuan cut and remixed his own version of the “Cut to Create” film using the film and product asset, additional Kyrie content and drafted up a new story line using Manga-style graphics.
In only one week, the custom uploaded video successfully generated 4x the projected views with only native Bili Bili site traffic drivers and organic sharing. The uploader video content generated 81K shoppers directly from the video page, achieving an ROI 47% higher than the previous basketball campaign that only utilized global brand assets.