Momentum Powered by Nike
Project Details
We aimed to launch a digital experience for aspiring female runners: Momentum.
One pivotal objective was assessing the viability of community-related features across various products and projects.
Project Outcome
We launched the product and drove a company-wide initiative to adopt community-related elements.
Momentum showcased the value of community-centric product features in enhancing user experiences and contributing to broader business goals.
I spearheaded the product launch and drove an 18% app engagement rate, acquiring 3K+ members within six weeks.
Product Engagement and Adoption Strategy
Led a highly successful product engagement strategy at Nike, achieving an impressive 18% app engagement rate for Momentum.
Implemented targeted marketing campaigns and audience segmentation to drive user interaction.
Developed and executed a user communications strategy, ensuring effective user comprehension and engagement.
Conducted user interviews, providing actionable insights for content enhancements and feature developments.
Email Campaign Strategy
Led Nike's email campaigns with a data-driven approach.
Increased the weekly email open rate by 152% and total link clicks by 128%, achieving an average open rate of 70.3% and a 3% click rate.
Crafted compelling copy and strategically timed campaigns, surpassing engagement goals and enhancing overall customer experience.
Drove a 5.6% increase in class completion rate and a 21% increase in membership through A/B testing key email campaigns.
Paid Social Campaign Strategy
Drove a high-performing paid social campaign at Nike, surpassing expectations with a 1.04% click-through rate (CTR).
Acquired over 3,000 members within six weeks of the digital product launch.
Crafted compelling ad copy and leveraged data-driven insights to optimize campaign performance, contributing to the overall success of the product launch.
Nike App and Email Recruitment Strategies
Implemented strategic messaging and user-centric content, enhancing the effectiveness of recruitment efforts.
Reached 5.8 million Nike App users with marketing collateral, surpassing conversion and retention targets.
Wordsmithed content that shaped perceptions and drove user engagement.
