NIKE X EASI

 NIKE X EASI JOIN FORCES IN MELBOURNE TO DELIVER AJ1 X MELODY EHSANI SNEAKERS STRAIGHT TO YOUR DOOR

Nike consistently delivers unique experiences for sneaker enthusiasts. On Friday, November 15, for a limited time starting at 12pm, Melburnians had the opportunity to order their very own pair of Melody Ehsani x Air Jordan 1s through the popular Asian food delivery service, EASI.

With a substantial female user base, EASI was the ideal delivery partner for the AJ1s, which were designed by Melody Ehsani specifically for the female sneaker community. The AJ1s could be ordered just like any meal by clicking through to the House of Hoops store on the EASI app, listed like a regular restaurant. The sneakers could be tracked from collection to final delivery, similar to any food order on the app.

Available across the CBD within a 5km radius of Melbourne, consumers received their AJ1s in a limited-edition package exclusive to the EASI app, offering a unique twist on the standard food delivery experience. Instead of napkins, the package included sneaker wipes, and a delivery container was replaced with a collectible food tray. The pack featured a concrete rose sculpture as a centerpiece and gold-colored reusable food-grade chopsticks. Delivered in a gold “money” bag that doubled as a tablecloth, this special dine-in experience made the delivery truly unique.

To generate social buzz, China Social Solutions helped Nike leverage a Key Opinion Leader (KOL) to shoot the user experience, which was used as a pre-launch piece on Weibo, receiving 353,000 post views.

Campaign Results

• EASI Homepage Pop-Up Banners: Launched on November 14 as a pre-launch piece to raise awareness of the EASI HOH store, these banners drove over 180,511 unique impressions (based on user ID) and over 107,805 clicks to the store.
• Traffic Increase: The EASI app typically receives around 40,000 unique impressions daily. However, during the pre-launch and launch dates, app traffic was 2X higher than average, reaching approximately 80,000 impressions per day.
• User Sign-Ups: A total of 2,782 users signed up with EASI as new users, which is 4.5X more than the average follower growth.
• Launch Day Sales: All items sold out in seconds on launch day.
• Highest Concurrent Orders: The highest number of concurrent entries was 15,717, indicating that at one point, there were 15,717 people attempting to order the product simultaneously.

Want to know more about all the exciting projects we’ve been working on?
Follow us on LinkedIn: China Social Solutions