When Tiger Woods entered the 2019 Masters he hadn’t won a major since 2008. After 11 winless years and ongoing injuries, everyone had counted him out. But Tiger knew he had the experience and the will to make it happen. He knew that if he was in contention come Sunday, he could win.

Based on this insight, we developed our brief: at the 2019 Masters, all Tiger needs is a shot.

We then used this brief to develop a creative idea that could harness all the attention and emotional energy that would undoubtedly surround Tiger as he competed at the Masters and pulled off the greatest comeback in sports history. Our idea needed to be a big, insightful, of-the-moment answer to all of this energy.

It doesn’t matter whether we’re in 1996, 2006, or 2019. Tiger is still Tiger: he’s still dangerous.

And that’s because at the 2019 Masters, Tiger is still chasing the same dream he always was.

At three years old, Tiger proclaimed that he wanted to beat his hero, Jack Nicklaus, holder of 18 major championships. And at one time, it looked like he just might do it. But an 11-year span without a Tiger win had almost everyone doubting the possibility.

To celebrate his 15th major victory at the 2019 Masters, we set out to show everyone that Tiger has never lost sight of his goal and doesn’t intend to stop chasing the record until he gets there.

We knew that golf fans would flock to their feeds immediately after his win, so a strong, reactive social plan was critical to our campaign’s success. By lighting up feeds around the world with the film at just the right moment, we created a global synergy around Tiger’s accomplishment. Through this, even those not tuned into the Masters knew that Tiger just did something special, and Nike was ready with a beautiful film to celebrate that.

The comments and a spike in relevance the day of and after the Masters moment (via Google Trends) proved that we drove excitement around the brand by being ready with a strong and timely message.

We orchestrated and executed a congratulatory film for Tiger Woods immediately after his Masters win, then got the film into the feeds of golf and Nike fans across nine global markets within minutes of the victory.

- It had the fourth most views and was the second most shared organic @Nike post in the past year.

- On Sunday, there were 1.1MM mentions of Tiger or the Masters on Twitter alone, and Nike was at the center of the conversation. The buzz this moment created was on par with the Kaepernick/Dream Crazy film launch.

- The Tiger Woods film nearly doubled the engagement of Nike’s #MambaDay tweet (Kobe Retirement) and was on par with the Serena catsuit organic moment leading up to the JDI launch in September 2018.

- It was the third most engaged post on Twitter with 471K, behind Serena and Kaepernick (647K and 1.28MM respectively).