Turned 1000 grassroots stories into one Nike campaign

Nike '1000 Victories'

World-first "tiktokumentary". Watch all 19 episodes on Nike's global TIkTok account.

Insight:

The 2023 Women's World Cup put unprecedented eyes on women's football in Australia and New Zealand. But the real shift wasn't on the pitch. It was happening at grassroots level. Victory in women's sport isn't a scoreline. It's the small, personal wins nobody usually tells.

Idea:

Reframe victory entirely. Not the scoreline, but every personal milestone that gets someone, or their community, closer to the game. Make TikTok the place those stories get told, by the people living them.

Execution:

Launched with a call out from Matildas Vice Captain Steph Catley: "What does victory look like to you?" Partnered with 30+ creators, athletes, ambassadors, grassroots players and fans, to co-create a 19-part TikTok documentary series. Each part, a different definition of winning: learning the game, forming a team, convincing family to watch.

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‍My role:

As the TikTok creative lead I provided creative strategy and concept development from the pitch to initial concept through to production, working closely with the client, media and production teams involved.

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Results:

The first community-powered documentary format on TikTok.

70m+ views.

A 12.4% lift in brand association with investing in women's sport.

Nike landed in the top 5% of AU retail advertisers for ad awareness.

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