Make It Count Social and In-store Campaign

1 January 2012 marked the beginning of a very important year: not just for the cream of the sporting crop, but for everyone. This is the year to step up and Make it Count. To celebrate, Nike created a campaign in which top UK athletes make their pledges for the coming year while inspiring others to make their own pledges (under the hashtag #makeitcount) and be part of the movement.

AKQA created a social campaign across Facebook, Twitter and Nike.com based around a series of unique films exploring the hunger of Nike athletes to achieve their goals during 2012. The campaign also featured a digital in-store experience starring members of the public at flagship Nike stores. Shoppers are photographed alongside their handwritten pledges: to create bespoke Nike portraits which are instantly celebrated on-screens around the stores and on out of home digital posters.

Spread solely via social media, the films have clocked up more than 300,000 views in three weeks, and have also been a key part of the takeover of flagship Nike stores in Oxford St and Westfield Stratford City. Almost 4,000 members of the public have also been inspired to make their own pledges in-store.