Launching Nike’s Rise Concept Store In Doha

CROWD

Supporting Nike with integrated comms for the launch of their first Rise elevated concept store in the Middle East.

MARKET RESEARCH AND AUDIENCE INSIGHTS

MEDIA PLANNING AND BUYING

ASIA

As the first Rise store in Qatar, Nike was looking to create a new, localised, personalised and destination focused shopping experience for the flagship outlet. The store’s offering encourages residents and citizens in Doha to rise to their top, focusing on performance and lifestyle, and raising the profile for football, running, basketball, fitness and individual training.

The new store is now one of the largest in the region with 1,549 square feet showcasing everything consumers need across menswear, womenswear and kidswear.

THE CHALLENGE

To celebrate Nike’s new store at Doha Festival City Mall in Qatar, Crowd were briefed to create a media activation plan and deliver a campaign that would meet the objectives for amplifying the new store opening, communicate USPs, drive store footfall and engage media partners that would broaden our reach to local audiences. Considering an integrated approach, the client required coverage across social media, digital and online media.

Launching during Eid created a new set of challenges with many partners and influencers travelling for the holiday weekend. Shortlisting viable influencers for the campaign required extensive research and deliberation but after a proactive search, we were able to secure six strong profiles with creators able to develop strong creative content for the launch, driving the store’s key messages whilst tagging @nike and using the hashtag #NikeRiseDoha and location sticker ‘Doha Festival City‘. Content was posted across Instagram and TikTok reaching an aggregated reach of 937,000 and 175,000 unique users with an average engagement rate of 12.8% on Instagram and 2.4% on TikTok.

For Digital, programmatic push notifications were launched around surrounding areas of the store location, targeting local audiences and driving them to the pin location through Google Maps. Creatives were kept simple with a clear call-to-action, generating well above the average CTR industry benchmark and over 11,000 clicks. To also encourage footfall, we partnered with Waze to deploy cross-format campaigns including Pins, Promoted Search, Arrows and Brand Takeovers, exceeding benchmarks by 84% and delivering 1.9k navigations to the store.

To maximise brand reach, we also partnered with Time Out Doha to activate across their digital channels throughout July 2022. Media delivery included an online published article with an average dwell time of 2.39 minutes, social posts with over 15,000 engagements, e-blast to 10,000 subscribers, and display banners achieving over 40,000 impressions. The editorial team was also present on launch day to capture content that was posted live and reserved for later in the month. The campaign was a huge success, generating Time Out Doha’s most successful campaign of the last quarter.

“Crowd has been a trusted and reliable agency to work with, keeping the brand’s interest as a number 1 priority when delivering any campaign. Trust and transparency is what we value most when working with Crowd. ”

MARY ABBOUD, DIGITAL MARKETING MANAGER