For the launch of its React sneaker, Nike wanted to create a digital campaign to attract potential customers, drive them to its e-commerce site, and give them a personalized digital buying experience. Nike also wanted to showcase the flexibility of the React shoes to work with different urban style looks.

In Buenos Aires urban fashion is very diverse. Each neighborhood has its own recognizable style. That is why, when we launched Nike’s latest React model, we identified the unique flavor of each neighborhood to create custom urban looks and then paired them with the perfect React sneaker.

We tapped into our very own creative team’s knowledge of style. The fact that many of our members lived in different areas in Buenos Aires, led us to the insight that each neighborhood has its own unique style identity. We decided to use that as a platform to show the react shoes in different situations by using geolocation of content with different looks according to each neighborhood.

We shot in iconic places of each area, with people wearing the shoes with different clothing styles. Then, we created highly targeted, mobile geolocated ads. Depending on where you were, a uniquely styled ad would pop up in your feed or browser, directing you to a custom, hyper-local and personalized mobile e-commerce experience.

The online store saw a 30% increase in new customers, and we doubled Nike’s benchmark for mobile engagement.