Nike Football – End of Season Social Comms

Client and context

Anchor Leg is a brand positioning and strategy powerhouse. They know exactly what ideas and channels get the best returns on investment. What Anchor Leg needed was a copywriting agency that could match their vision and provide impactful social copy for their client – Nike Football EMEA.

We’ve got more than seven years’ experience writing for Nike – not only for Nike Football (Europe, UK and Global), but for practically every other category. This means we can just drop in and out of Nike’s iconic tone of voice without breaking a sweat.

What we did for Nike

Our sharp copy for Instagram celebrated these moments through the lens of the players, leveraging their playing style and positioning Nike crafted for them. All the while being careful not to mention clubs, leagues or tournaments Nike isn’t affiliated with. That’s a no no.

We’re no strangers to writing copy for demanding clients with tight deadlines and to nuanced tones of voice. This project is a prime example of how we come into our own when working with restrictions, delivering on-brand copy that makes people care.

The results

The response was overwhelmingly positive.

Each post attracted the attention and fan interactions Nike wanted, earning brand engagement to the tune of over 100,000 likes with plenty of comments to boot. Drawing on our deep expertise in social media copywriting and brand voice, we helped keep Nike at the forefront of sport and collective imaginations.

The stats:

USA Claims the Cup – 14.4k likes, 39 comments
Alex Morgan Celebrates 200 games – 12.6k likes, 29 comments
Jamal Musiala – 105,967+ likes, 103 comments
Campions i Campiones – 15,045 likes

Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.

Liam Morgan

Cogs

It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.

Seisho Manabe

Director, Frog Design

Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.

Ben Oliver

Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen

Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’

Anita Stubenrauch

Author of Apple's Credo

Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.

Anita Stubenrauch

Senior Content Manager, Apple

Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.

Anna Murphy

Content Manager, PepsiCo

Paul & Robert at Craft Copywriting patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.

Alex Olmedo

Co-Founder, Fast-Track

Paul’s a really friendly, talented and experienced copywriter. We’ve worked together on several projects for Nike EMEA and Global and he's extremely easy to collaborate with.

Jorge Cumbre

Unseen

We recommend Paul to anyone who wants to find their voice and put personality to a brand.

Simon Croft

Founder and CD, Orangery

Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.

David Clarke

Executive Creative Director, Huge

Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.

Andrew Penfold

Digital & Content Marketing Manager, Security & Safety Things

Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.

Raul Balreira

Digital Project Manager, Tribal Worldwide London

Paul reliably supported our product teams with great copy, but was also essential in setting up foundations for voice & tone and other content guidelines.

Hertje Brodersen

Head of Design ∙ Experience Strategist, Zalando

Nike Football – End of Season Social Comms

Client and context

What we did for Nike

The results

The stats:

Testimonials

Let’s chat