Engagement amplified: Nike’s dynamic approach to Double 11

Double 11, China’s biggest shopping festival, kicked off earlier than ever this year in October. As the most widely celebrated retail event in the country, it’s the perfect time for consumers to snap up everything from essentials to luxury items at a discount. For brands and retailers, Double 11 is more than just a sales event — it’s a critical opportunity to create unique experiences that drive customer engagement and boost revenue.

In fiscal year 2024, Nike experienced impressive growth in China, marking its seventh consecutive quarter of rising revenue in the region. With sales reaching $7.5 billion — an 8% year-over-year increase — Nike’s connection with Chinese consumers remains strong.

To elevate Nike’s presence during Double 11, Wiredcraft brought innovative, immersive experiences to Nike’s Tmall platform. From new apparel for 3D avatars and member tagging features to interactive elements like lucky draws, group buying, and the “Find Your Sneakers” gamification, we crafted a seamless shopping journey. Our engaging designs invite customers to explore more products, collect coupons effortlessly, and shop confidently, with chances to win exciting prizes.

For over seven years, we have partnered with Nike to shape its digital footprint in China, delivering impactful experiences across its Chinese website, apps, mini-programs, and Tmall. Our approach combines advanced technology, data insights, immersive UI/UX, and 3D design with customer-centric strategies. By merging strategic localization with innovation-driven solutions, we empower Nike to connect meaningfully with Chinese audiences, expanding its influence in this dynamic market. (More of our works with Nike)

Building on this strong foundation, this Double 11, we have elevated the customer experience on Tmall with enhanced functions and engaging features, including:

• A fresh look of member cards: Customers immediately notice their refreshed member cards, which showcase their personalized avatars and prominently display available coupons, making it easier to see and redeem discounts.

• Unlock your limited-edition avatar outfit: As customers level up their memberships, they unlock access to exclusive outfits they can virtually try on, making shopping both stylish and fun.

• Interactive member tasks with rewards: Fun tasks keep customers engaged, with special incentives for those returning after a long break. Customers who haven’t shopped recently receive a personalized avatar with a special coupon offer to welcome them back.

• Flash sale coupons: Customers can quickly access flash sale deals directly from the Tmall homepage, complete with countdowns and reminders for upcoming sales. This makes it easy for them to keep track of limited-time offers and jump on deals as soon as they drop.

• Team up for group buys: By teaming up in groups of three, customers get to inflate virtual balloons that unlock prizes as they shop together. The excitement builds with each purchase, as balloons grow and reveal the potential for top rewards like iPhone watches, exclusive avatar gear, and golden and diamond prize tickets.

• “Find Your Sneakers” mini games: Customers can dive into a fun challenge, testing their skills across easy, normal, and hard modes. Completing the hardest level brings the thrill of a prize draw, with top rewards like the Nike Alphafly 2 sneakers.

These features showcase our commitment to creating immersive, user-centric experiences that enhance customer engagement and build brand loyalty on a massive scale. 

If you’re looking to elevate your brand with epic digital products that reach millions, connect with us today to see how we can bring your vision to life.