1000 Victories

We listened to the community and ultimately understood that the definition of victory has historically been too narrowly defined. We wanted to give the community a platform to demonstrate the meaning of victory - its breadth and diversity - and for the community to feel more connected through the world in and around football..

Using a combination of insights from Nike, community interviews, editorial analysis and trend reports we understood that success has long been defined as a big win or a big moment. This has left younger audiences feeling like they couldn’t really celebrate in the way they wanted to - feeling the most susceptible to judgement or criticism - and we knew this was exactly what we needed to challenge this and inspire storytelling in a unique way.

We took this insight and the new way users are telling stories on TikTok and used the platform as a place to source real stories, casting native creators and storytellers who formed the collective recruited to help co-create 1000 Victories with Nike.

As TikTok is the home of modern-day storytellers, creators and community-driven content - we knew that this wasn’t just another platform for broadcasting branded content, but a way for our next gen audience to connect with their community like no other.

This campaign had fan culture at its core, using the power of social media to deliver a rallying cry to an audience and bring them closer to the brand.

The work was crafted around a platform-first way of storytelling on TikTok and leveraged brand ambassadors, athletes and creators to recruit storytellers from across the women’s football community in Australia and New Zealand to form a part of the first ever community powered documentary on TikTok. The UGC campaign delivered multiple world firsts and pushed the boundary of creative social thinking.