Nike #BetterforIt Campaign.

nike-margo-lilly-hed-2015In 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.images

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).

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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.

 

-Katherine Gonzales

 

References:

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

 

 

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6 thoughts on “Nike #BetterforIt Campaign.

  1. Hi Katherine,

    These characters are much more relatable than the most Nike ads out there. Most of us are not gifted athletes. I googled search “Nike ads” and the majority of images that came up were super-fit, hardcore, intimidating athletes that I could never relate too. I think this “Better for It” campaign will do a much better job at connecting with the average consumer.

    -Mandy

    Liked by 1 person

  2. Hi Katherine,
    I really like this new campaign from Nike! Part of what makes it successful, is the fact that is adds a touch of personality in a way that will resonate and stick with regular consumers like you and I. I appreciate the new approach that Nike is taking with this campaign. It’s something fresh and different from- like you said, the typical intimidating “perfectly fit men and women or athletes trying to sell Nike products.” I hope to see more companies pick up on advertising and marketing like this-because I like to see how I can relate to and really use the product myself.

    Like

  3. Thanks for introducing me to this campaign. I’m impressed with how it seamlessly weaves so many parts of the Nike brand into the storyline. Video has proven to be an incredibly effective platform for brands. Nike is on to a good thing here!

    Like

  4. Hi Katherine,

    Thank you for sharing about Nike’s new #BetterforIt campaign! I absolutely love it, too! Below is the first of eight videos for the campaign. According to Jeff Fromm, “Consistent with the overall Millennial theme of charity and the drive to make a difference, Millennial women want to be inspired by the products and brands they are using. Inspirational messages and targeted campaigns are the key to winning with Millennial women.” I think Nike is on to something! It will be interesting to see how marketers continue to evolve their storylines to reach and inspire millennial women. Source: http://www.millennialmarketing.com/2013/12/marketing-to-the-millennial-woman/

    On my blog this week, http://www.brennahaggar.com, I discussed how the video revolution is becoming a new norm. It is clear that Nike got the memo. I would love to hear your thoughts on the subject!

    Have a good one!

    Best regards,
    Brenna

    Like

  5. Thanks for sharing Nike’s new women’s campaign! There seems to be a trend toward consumer empowerment when marketing to women, think Under Armor, Dove and Always. This thinking is very different than historically where marketers believed targeting women was as simple as “pinking and shrinking” a product. This is interesting because 52% of the more than 600 women surveyed indicated that they purchased a product based on the marketer’s portrayal of women.

    But, with more companies using this tactic, is capitalizing on this trend with a series of viral videos enough? And, at what point is jumping on the women’s empowerment trend to sell more product as empty as “pinking and shrinking” once was?

    Below is a link to an article that analyzes the best and worst female empowerment advertising. I would love to hear your perspective on it!
    http://www.entrepreneur.com/article/242677

    Like

  6. Hi Katherine,

    The Nike ads you shared are very relatable. I shared a copy of my favorite image from the campaign below.

    It reminds me of when I first started running track in high school. My best friend and I didn’t have any prior experience but we were determined to make the team. The image of the ad made an emotional connection with me which will influence my future purchase decisions. By Nike broadening their target audience to more than athletes they can increase brand awareness and revenue!

    Like

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