Growing Nike.com Brazil
World Cup 2014 and online releases: search, retargeting, affiliates, display and SEO to help drive traffic and commercial volume.
As a Digital Marketing Specialist at Nike Brazil from January 2014 to July 2016, I worked across the acquisition channels for e-commerce. My contribution was to help bring more people to Nike.com Brazil and support the commercial performance of the store.
The challenge
Nike's Brazilian online store was already operating in October 2013, before I joined. Growing that existing channel meant attracting people to the store alongside an active calendar of products and campaigns. [1]
My contribution
My scope covered search, retargeting, affiliates, display and SEO. I helped drive traffic as part of the broader performance-marketing effort, working alongside improvements to the site experience and conversion.
Beyond Brazil, I also worked with the global media team on paid-search investment in Chile and Mexico. That was a distinct part of my regional contribution during this period.
A concrete change: more traffic to the store
I helped increase traffic to Nike.com Brazil through the acquisition work across these channels. This was the commercial focus of my contribution: bringing people to an existing online store while the team worked to improve the experience once they arrived.
Outcome
Acquisition contributed to the increase in commercial volume within the overall Nike.com Brazil turnaround. This is the traffic and volume side of that shared result; the account does not attribute a separate uplift to each channel or campaign.
World Cup 2014: products and football attention
Nike unveiled Brazil's 2014 home kit in November 2013, before my tenure. The product calendar was already underway when I joined. [2]
In May 2014, coverage reported that the Brazil SB Camo Pack was already available online, with skate-shop distribution scheduled for June 4. That release illustrates the store's place in the football calendar and the relationship between product discovery and online availability. [3]
The Last Game, part of the global Risk Everything campaign, shows the football storytelling surrounding this period. The film is campaign context; its creative work belongs to the credited agency and production partners. [4]
The campaign also extended into interactive media. Google's account of Phenomenal Shot describes dynamic creative and WebGL that let fans interact with and share football moments. It provides context for the global digital-media activity; its engagement figures are separate from Brazilian store performance. [5]
Preparing for Rio: online product releases
NikeLab's Brazilian online debut in March 2016 added another commercial moment within the existing store. In June, NJR x Jordan launch coverage described a limited Nike.com sale of the Hypervenom for three days beginning June 3, followed by other collection pieces. Both happened during my tenure, ahead of the Games. [6, 7]
These public examples show the product and campaign environment around my acquisition work. They do not assign individual launches or campaign creative to me.
Explore my Nike work
Role and team turnaround · Growing Nike.com Brazil · Improving the customer journey · Improving the marketing operation
References and credits
- SneakersBR: Brazilian online store, October 2013 · Exame: Nova Pontocom operating partnership.
- Nike-origin home-kit release preserved by Anadolu. Nike product photograph distributed through Business Wire.
- SneakersBR: Brazil SB Camo Pack, May 2014. Pattern artist Felipe Yung (Flip) is distinct from Felipe Chaves.
- Wieden+Kennedy: Risk Everything. Nike was not an official FIFA World Cup sponsor.
- Google DoubleClick: the technology behind Phenomenal Shot.
- SneakersBR: NikeLab in the Brazilian online store, March 2016.
- SneakersBR: NJR x Jordan launch, June 2016.