The power of data is in motivation, not reflection. Instead of using data to give consumers charts, numbers and graphs, Nike used data to animate personalized stories of their year in 2014 and issue individual challenges for 2015 – all directed by their Nike+ data.

People saw their data come to life. They saw themselves in the films, their hometown, region and weather. They saw what they did and what they’re capable of. Nike issued members a challenge and members accepted.

The campaign experienced a 400% increase in click-through rate compared to the Nike average. 50% of all films viewed were shared on social, each on average viewed three times. #NikePlus, #YourYear and #OutDoYou social mentions have topped 3.3 million. Worldwide, the films have garnered over 200 million earned media impressions.

And most importantly, Nike+ changed the way brands use data: not to show members what they did – but to show them what they could do.

To turn Nike+ members’ data into true stories of motivation, Nike worked to define areas where personalization could be turned into magical, surprising and inspiring moments throughout the films.

Data teams across three Nike+ performance platforms (Nike+ Running, Nike+ Training Club and NikeFuel) identified data inputs, including: name, gender, miles run, best race time, most and least active day, as well as location, weather and time of day, to not only create an engaging recap of their year, but also issue an individual training plan and unique challenge for the year ahead.

It all started with data collected; it came to life through data projected – issuing personalized challenges Nike+ members simply couldn’t ignore.

100,000 films were delivered directly to the most-active Nike+ members via email/mobile device on the eve of the New Year. A personalized ‘Your Year’ page featured their film – directed by their Nike+ data – as well as social links to share, and a unique customized challenge for 2015.

Each challenge linked Nike+ members to a personalized training program built from their 2014 data within their Nike+ app to make 2015 their best year ever.

Many runners were challenged to their first marathon, while high mileage runners were challenged with a faster race time – all driven by data and projections to improve their performance in the year ahead.

Members of the training app were challenged to do more on their least active day, to start a new training program, or to up their daily NikeFuel goal – also driven by data, urging them to do more.