In 2015 Nike launched its largest Women’s Campaign to date, #Better For It. I’m going to share Adweek’s excerpt of the new campaign because I don’t believe there is a better way to capture the details myself. “It was mostly traditional in its format—commercials, print ads, digital, etc.—if not in its message, which refreshingly acknowledged the average athlete’s insecurities and other obstacles on her way to self-improvement and empowerment through sport and fitness.
Now, for 2016, the brand is putting that more modern message in a more modern format, rolling out an eight-episode scripted YouTube series—a first for Nike—that follows two sisters who become involved in an unusual competition with each other, with fitness (and Nike products and services) at the center of it.
Lily, who lives in Manhattan, is a budding YouTube workout star. Margot, who lives in Brooklyn, is a slacker who has recently lost her social media job at an accounting software company. But in some ways, each wants to be like the other. Lily, despite her growing audience of fans, has no real friends, and envies Margot’s social life (if not what seems to be a mild drinking problem). Margot has plenty of friends but doesn’t exercise and (grudgingly) envies Lily’s discipline and healthy living.
So, they hatch a plan: Margot starts her own (unconventional) online workout show, and they begin to keep score: Can Lily add friends or can Margot add followers the quickest?
Adweek previewed the first four episodes this week, and as branded content series go, Margot vs. Lily is sure-footed and entertaining. The premise is fun, the actresses are perfect for the roles, and the plot—while cartoony at times—will ring true to the experiences of young single women, particularly those living in major cities.
It also goes fairly light on the Nike branding. There is plenty of Nike merch on display, from sneakers to workout gear, and also glimpses of Nike digital products in action, like the Nike+ Training Club app (which Margot uses, with somewhat disastrous results, in one of her first workouts). But for the most part the integrations are seamless.
That’s not to say the project isn’t pointedly commercial. The episodes point to nike.com/betterforit, which will feature, among other content, vlogs highlighting specific Nike+ workouts seen in the show. The goal is to get women everywhere to ignite their own “Better for It” journeys, using Nike products and services—continuing the brand’s ongoing evolution from inspiring athletes to improve to enabling them to do so through a digital ecosystem of engagement, building a worldwide community of users in the process”(Adweeek).
I absolutely adore this new campaign. I think it resonates with women today. The campaign is witty, funny and realistic. It incorporates all Nike Media platforms that anyone, primarily women would utilize as well as their products. I also enjoyed that the tied to social media, primarily Youtube.
This is a new type of campaign in my opinion for Nike. I wasn’t overwhelmed with perfectly fit men and women or athletes trying to sell Nike products. Instead I was subliminally being shown Nike products with relatable characters. I cannot wait to see how the public interprets this campaign.
Nudd, T. (2016, January 28). Nike’s ‘Better for It’ Women’s Campaign Gets Brand’s First-Ever Scripted YouTube Series. Retrieved from http://www.adweek.com/news/advertising-branding/nikes-better-it-womens-campaign-gets-brands-first-ever-scripted-youtube-series-169245