Nike - Creative Automation
Creative automation.
The Nike creative automation and performance marketing team uses the Celtra platform to dramatically scale our display production, accelerate creative testing, and optimize performance at incredibly efficient speeds. It’s a mix of imagination and automation that we call Creative Offense, and it’s how we generate big results and brand resonance on a massive scale.
Our Objective
Scale the elegance of the Nike brand by testing at the intersection of design and performance.
Our Opportunity
Become the most distinctive digital brand in the world. To meet Nike’s audience along their journey, we needed to meet their moments. Speak their language. Reflect their data. And test to make sure we got it right. Multi-frame templates that merge product with moments and data signals are how we drive scaled creative that feels tailored to an individual and optimized to their needs.
In order to adapt and meet audience needs effectively and evolve our testing capabilities, we also developed multi-frame templates that deliver brand elegance, while being versatile to dynamic feeds. We match our creative variations with a sophisticated test and learn program that delivers insight across multiple performance levers. This helps drive real-time decisions and huge performance gains across every campaign.
Our Impact
With a relentless commitment to results-driven innovation and data-driven optimization, we’ve brought Nike into the future of digital marketing—and we’re just getting started.
Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories.
We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
We’re Critical Mass, but our friends call us CM. Please call us CM!
