Case Study: Nike Football engages young fans with Lil Mbappé using Manychat

How Nike Football leveraged Manychat to bring the Engage Mbappé Mode campaign to life

Nike Football wanted to reach football-loving teens in a way that felt fun, personal, and native to where they already spend time online. To do that, the brand partnered with ManyChat to create an Instagram DM automation experience for its Engage Mbappé Mode campaign, centered around a digital avatar of Kylian Mbappé called Lil Mbappé.

ManyChat helped Nike Football and its creative partners build a custom chatbot that delivered seven days of challenges, quizzes, mini-games, banter, and video messages in English, French, and Spanish. The campaign ran on @nikefootball’s Instagram and was amplified through posters in Paris and London, driving users to DM the account; while the case study doesn’t share hard conversion metrics, it reports strong popularity across Nike Football’s 45+ million followers and Mbappé’s 72+ million followers, and notes the team would use ManyChat again for future social chatbot campaigns.

Nike Football