To lower the average age of runners for the London based Nike Women's 10k by engaging students.
12 inspiring students were hand-picked and trained to bring Nike's presence onto campuses, spread awareness and increase student entries to the 10k race.
Student Brand Ambassadors selected their own racing crews, in return for Nike kit. The on-campus experiential 'Do It Together' pop-up toured 11 universities, bringing Nike's essence to students and encouraging them to create a 'we did it' moment to share online.
All student sign ups were directed through our media partner UniDays who offered an exclusive student discount to those signed up.
Seed's activity resulted in more than a 2k spike in the 10k race ticket sales, which exceeded ticket registration targets. More than a million students were reached through on campus and online platforms.
Nike continued to work with Seed on the Nike Training Club and Nike Running Club.
"The team at Seed Marketing always over deliver on campaigns and bring forward a fresh way of thinking that really connects with our Student Ambassadors. They are a reliable agency that we trust to drive our student campaigns in an effective and compelling way."