Pilot new consumer engagement channels, including the development of Nike’s first live streaming platform and operational scale of the NTC Premium content production, authoring, and publishing capabilities.
Growth & Scale
NTC Livestream Pilot
Problem
At the height of pandemic in-persona content production came to a halt, but the need for storytelling through video & audio mediums did not, in actuality it only increased as members sought new avenues for social and community engagement.
Hypotheses
For Nike to maintain, and grow, it’s membership basis we needed to evolve how we captured content, what relevant content meant to our consumer, and operationalize that channel delivery strategy. By developing the livestream platform, in collaboration with the SNKRS team, NTC would be able to deliver relevant content at this critical time, to it’s members.
Outcomes
The livestream pilot eventually turned into the feature “NTC TV” and is now a featured carousel on the NTC App landing page, driving community engagement and adding value to Nike membership.
In the EMEA geo, cities that have live stream capabilities enabled, are working with their local training community leaders and have have seen lifts in both app engagement and retention.
Early Stage Prototyping
Current In-App NTC Experience
Contribution
As the lead technical producer for the pilot, I worked directly with the lead product managers for both NTC and SNKRS to coordinate the development and testing of the live-streaming platform; inclusive of all technical directing, collaboration with our content and product design teams to ensure usability and on-brand consumer-facing treatments, platform discovery testing, executional processes, process documentation, talent identification and contract management, schedule ownership.
Geo-Specific Productions
Problem
NTC Premium business model proved to be a key engagement and acquisition tool for Nike membership, within the United States, but was not originally developed to support a scaling the capabilities to our geo partners.
Hypothesis
If we were to continue to deliver best-in-class content, via the NTC app, to our global community we had a bit of work ahead of us, including developing a content production playbook, content operations strategy, an execution guide, develop the necessary features within the CMS to support geo-authoring, and develop features within the App to support geo-specific carousels and content publishing.
Contribution
As part of this initiative I lead the content production & operations teams to in creating a set of robust playbooks, technical documentation, and learning the technical production sessions for our geo-partners. Working directly with the Greater China brand, product management, and performance teams to establish the necessary requirements to execute their content within the App. This included consulting on standing-up a geo-specific content production team, establishing on-brand practices and principles, and lead UAT testing for their pilot experiences.
In addition to facilitating the scale and on-boarding to the Greater China team, I also lead the technical development and on-boarding for the APLA digital brand authoring team, and orchestrated the first North America geo basketball specific workouts.
Outcome
Greater China was the first geo to develop the team and operations to execute on the NTC Premium content strategy, and serve their community with hyper-local workouts from their roster of influencers and master trainers, effectively decreasing membership churn during the pandemic.
The APLA geos was then on-boarded specifically for authoring their own marketing content, alongside the NTC 5.0 localized workouts, and saw a significant increase in product revenue directly related to app promotional content.
North America was the next geo to on-board, and lead the way with new workouts modalities like Basketball skill training and influencer workouts.