Case Background
In order to further improve people's perception of female athletes and strengthen the public's awareness and love for football, Nike and Tuke collaborated based on the UEFA European Women's Championship (WEUROS).
Solution
During the early stages of event preparation, Nike positioned Tuke as the main communication platform and chose freestyle footballer Emani @emankassem79 as the core storyteller. With the joint participation of England captain Leah Williamson, French legend Marie-Antoinette Katoto, and Ballon d'Or winner Alexis Putellas, the event's attention level was further elevated.
In addition, based on an in-depth understanding of Tuke, Nike knew that "adaptation" was key to achieving better results. Therefore, Nike advocated for an approach more suited to the Tuke platform, namely collaborating with influencers to create native content. It teamed up with 36 Tuke influencers to launch the #NikeShesBallin challenge in six major European markets (UK, Netherlands, Germany, France, Italy, and Spain), using DJ Blaqstarr & Rye Rye's inspiring and catchy "Shake it to the Ground" as the background music, attracting countless users to participate. With the combined effects of TopView, Top Feed, and In-Feed Ads, the campaign's reach continued to grow.
As part of the collaboration, Nike also set up two Tuke booths at its London UEFA European Women's Championship event, encouraging participants to use a 180-degree slow-motion robotic arm camera to create their own Tuke brand challenge videos and post them online to join the interaction.
#NikeShesBallin was originally designed to raise everyone's competitive level through the challenge and encourage more fans to showcase their performance both on and off the field. The results were also very impressive, with users from all over the world enthusiastically showcasing their unique skills and life insights.
Marketing Results
#NikeShesBallin ultimately garnered 3.6 billion video views, and several collaborating influencers performed remarkably well, with @ben's video reaching 15.7 million views, @liriansantos_ 9.7 million, and @sara_guzo 7.9 million. Meanwhile, #weuros2022 ranked first on the UK trending topics list, marking a groundbreaking moment for women's football.
As of September 18, 2023, the total views for the #NikeShesBallin hashtag exceeded 7.4 billion.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok marketing Case Studies
- Published: January 26, 2024
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.