Case Study: Nike achieves an engaged Instagram community and scalable customer care with Buffer

Nike’s Secret to Success on Instagram Building an Engaged Community

Nike, one of the world’s biggest consumer brands with over 83 million Instagram followers and more than 1,000,000 social conversations a year across 200 accounts, faced the challenge of managing massive engagement while keeping a consistent, human brand voice across many teams and touchpoints. Cross-department coordination, prioritizing which messages to answer, and training new hires to represent Nike authentically were core obstacles.

Nike addressed this by combining clear brand guidelines with employee empowerment, intensive training, and routine cross-account briefings so teams could anticipate questions and respond in a consistent, human way. By focusing on adding value (answering common, actionable questions once), investing in community activation (gamification and shareable content), and using social and mobile channels as primary support paths, Nike built a more efficient customer-care operation, stronger community engagement, increased social sharing, and a coherent experience across channels.

Nike

Wes Warfield

Social Media Manager