50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Nike Find Your Greatness. For more, see:http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People‟s Insights: Volume 1, Issue 30
Nike Find Your
Greatness

2. What is Nike Find Your Greatness?
Nike‟s ambush ad campaign for Olympics 2012 that shares stories from
various Londons across the world, inspires people to achieve greatness
in sport, and celebrates achievements of everyday athletes.
1) nikeinc.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-
the-everyday-athlete#/detail/12562
2) gramfeed.com/nike

3. A new story from Nike every day
Throughout the Olympics, Nike released a new Find Your Greatness
story each day. The minimalist ads featured normal people and re-
enforced Nike‟s philosophy – “If you have a body, you are an athlete.”
Gymnast & Soccer – youtube.com/nike
Baseball - youtube.com/nike via ebuzzing
Gymnast Soccer
Baseball

4. Jogger - the story that went viral
The story about Nathan Sorrell, a 200lb 12 year old from London, Ohio,
achieving greatness despite his appearance and weight touched
Americans deeply, and has been viewed nearly 1 million times.
“Somehow we‟ve come to believe that greatness is a gift for a chosen few.
The prodigies. The superstars… Greatness is no more unique to us than
breathing. We‟re all capable of it. All of us.
- Jogger, YouTube“

5. Jogger story hits an emotional chord
People were moved by the honesty of the story, related to Nathan and
his accrued weight, and were inspired by his decision to continue
jogging even after shooting for the TV commercial.
twitter.com/fresh_masalayoutu.be/LsXRj89cWa0

6. Criticism: „exploiting‟ an overweight child
While most people reacted to the Jogger story positively, several people
were uncomfortable about Nike‟s use of a fat child in the commercial,
and of over-simplifying the nation‟s severe obesity issue.
“
“If American kids are gaining weight, it‟s not because they‟re just naturally
lazy and they naturally don‟t want to work out. There are systemic problems
in our country… that are ours to fix, not that kid‟s.
- Lindy West, Blogger, Jezebel
twitter.com/gemswincjezebel.com/5932248/nike-uses-fat-kid-to-sell
-shoes-nation-rejoices

7. A domestic sponsor of Team USA, Nike didn‟t alienate achievements by
US elite athletes in its social media updates. On the contrary, Nike
highlighted their achievements to inspire others to find their greatness.
Celebrating achievements at the Olympics
facebook.com/nike

8. Inspiring people to share their stories
Nike tied up with athletes and celebrities to promote #FindGreatness on
Twitter, and to inspire people to share their own stories. These stories
were featured on Nike‟s digital hub - gameon.nike.com.
Mike Schmidt shares his greatness via gramfeed Ryan Bailey via Nike Game on world

9. Integration with Nike‟s digital products
A sub-campaign, #FuelCheck, encouraged brand ambassadors and
customers to measure their achievements using their Nike FuelBands.
People shared these on Twitter and the Nike+ community.
1) twitter.com/801PUNX 2) twitter.com/nike 3) gramfeed.com/nike

10. Story culminates on August 12
Nike urged its global online community to make August 12 the „most
active day in the history of Nike+‟ and succeeded in breaking the record
of NikeFuel earned in one day – more than 600 million NikeFuel.
gameonworld.nike.com/#en_SG/findgreatness

11. One of the top buzz gainers at the Olympics
An instant hit at launch, the Nike Find Your Greatness campaign topped
the AdAge viral video chart and received extensive coverage . On
Facebook, Nike was mentioned by up to 430,597 people/day.
Week ending July 31 - AdAge Viral Video
Chart
Nike Facebook statistics from July 26 – August 12 via
Appdata.com
Read more at peopleslab.mslgroup.com/peoplesinsights/peoples-insights-volume-1-issue-
30-nike-find-your-greatness/

12. More People’s Insights Weekly reports
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing
Mahindra Spark the Rise
Storytelling:
@MarsCuriosity
Citizenship
#Kony2012

13. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights
Network
50+ MSLGROUP planners
share and discuss inspiring
projects on corporate
citizenship, crowdsourcing and
storytelling.
People’s Insights
weekly blog
We deep dive into
conversations around one
project -- on the MSLGROUP
Insights Network itself but also
on the broader social web -- to
distill insights and foresights.
People’s Insights
Quarterly magazine
Every quarter, we will compile
the best insights from the
network and the blog in the
iPad-friendly magazine, as a
showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com

14. Coming soon: People‟s Insights Annual
Report
In early January 2013 we will publish the People‟s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

15. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

16. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com