In a moment defined by global disruption and social reckoning, Nike launched “You Can’t Stop Us, ”a split-screen love letter to resilience, movement, and unity. As part of the Social Media Metrics and ROI course at Full Sail University, this case study provides a critical examination of how the campaign was measured, not just in terms of reach, but also in terms of its impact.

The assignment called for more than just a recap of numbers. It required a comprehensive analysis of the campaign's strategy, performance, and evaluation approach, utilizing real-world industry frameworks. This piece breaks down Nike’s cross-platform execution across YouTube, Instagram, Twitter, and Facebook, examining what the brand got right in terms of visibility and sentiment, as well as where the metrics fell short.

Key findings highlight the gaps in Nike’s public reporting, specifically in areas such as post-click behavior, conversion tracking, and audience segmentation. The case study also outlines clear recommendations for how global brands can move beyond surface-level stats and embrace more layered, predictive, and purpose-aligned measurement tools.

It’s part critique, part blueprint, and it makes the case that if a campaign is bold enough to move people, the measurement behind it should be just as thoughtful.