How Nike scored new traffic channels and customer loyalty with Criteo
Nike is a brand that needs no introduction. Aiming to spark inspiration and innovation from average gym-goers to professional athletes, Nike presents itself as a brand for everyone. Nike believes “if you have a body, you are an athlete.”
Despite Nike’s fame as a global brand, online shopping is a highly competitive space. Customers are often swayed by discounts and the lowest available pricing. Seasonal events like Black Friday or sporting events also create surges of traffic and conversions, followed by significant declines.
With these challenges, Nike needed to establish a steady stream of customers to its online store. Nike wanted to engage its active userbase by promoting its exclusive collections and the benefits of its premium membership.
Nike partnered with Criteo to engage each customer at the right time and with the right offer across its entire product catalogue.
Using Criteo’s Dynamic Creative Optimization+ technology, Nike was able to create hyper-relevant ads for different audience segments. Insights from the Criteo Shopper Graph of 1.9B monthly shoppers generated real-time ads personalized for every individual.
“What really sets Criteo’s approach apart is the insight into the target audience, and the more personalized approach that it can develop across a range of profiles,” says Luciano Nunes Cardoso, Digital Media Specialist. “This helped us achieve much higher return rates than expected, in addition to a significant reduction in the pre- and post-seasonal variations.”
Beyond just sales, Criteo’s consideration solution delivered high-value, new audiences that fit the profile for Nike’s target audiences. Driving 2 million unique visitors, these results surprised and exceeded Nike’s own expectations for the campaign. This helped in scaling Nike’s reach, by providing a consistent channel of new visitors.
Drive more traffic with Criteo’s consideration solution.
Increase in ROI since November 2018, from web traffic campaign and automated bidding strategy
Unique users visited the Nike website after being targeted
of users were subsequently engaged in conversion campaigns