Nike Drops First Episode In Original YouTube Series As Part Of ‘Better For It’ Campaign
April last year saw Nike launch its ‘Better For It’ campaign, which ran largely as a typical campaign with print ads, commercials and digital stuff. But now the Nike Women brand has gone down a completely different path and launched its own eight-part YouTube series.
Taking cues from Netflix, the brand has launched its own original series that follows the story of two adopted sisters, Margot and Lily, on their quest to essentially ‘swap’ lives and prove who can do it better.
This is made complicated by the fact that Margot is a slacker with heaps of friends, and Lily is a fitness YouTube star with no social finesse. You can see a snapshot trailer of it here:
The series, Margot vs. Lily – a collaboration between Wieden + Kennedy and the makers of the film Me and Earl and the Dying Girl – will post an episode every week for eight weeks, with the first episode, ‘Resolutions’ now showing on YouTube.
So far it’s nabbed over 500,000 views since it was posted. You can check it out here:
It is surprisingly light on the product placement, with only the occasional shot of a Nike shoe or some activewear, a nice change to other native advertising.
The episodes point to nike.com/betterforit, which will feature, among other content, vlogs highlighting specific Nike+ workouts seen in the show, with the end goal of getting women everywhere to ignite their own ‘Better for It’ journeys, using Nike products and services.
NikeWomen and Women’s Training VP of global brand marketing Kerri Hoyt-Pack said the campaign is about relatability and growth.
“Better For It and the original series ‘Margot vs Lily – A Better For It Production’ is a celebration of athletes. It’s about personal growth and pushing yourself to be your best,” she said.
“This message embodies a relatable range of human experiences and emotion – from self-confidence to self-doubt – that women encounter with sport and fitness. Being ‘Better For It’ doesn’t mean accomplishing an unbelievable feat; it means being bold enough to take on a personal challenge, like the characters Margot and Lily do.”
“We wanted to surprise and inspire her through story, and we knew that longer form would give us something where we could get a little richer in bringing the story to life,” she added in a chat with AdWeek. “It’s also a format that clearly women around the world today value. Connecting to this longer-form original programming just made sense for where she is.”
“As a brand, that’s something we’re really proud to showcase, to invite our consumer into that experience, to be relatable.
Please login with linkedin to comment
ADMA Advertising Standards Bureau Animation Fashion KFC. Yum Brands what really happens on the gold coastLatest News
ghd Appoints GrowthOps Digital As Digital Marketing Partner
Global hair styling brand, ghd has today announced the appointment of GrowthOps Digital as its digital marketing partner.
Prahran Market Announces Masterchef Grand Finalist Simon Toohey As ‘Sustainable Simon’
Prahran Market is excited to announce Simon Toohey as the Market’s new sustainability guru ‘Sustainable Simon’
Xandr Shares Comprehensive Approach To Identity
Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.
Bolster Group Launches Regional Tour ‘Small Town Big Sound’, For The Transport Accident Commission’s Vanessa
A nod to the colourful, late 70’s Aussie pub rock scene, Bolster Group has created the Small Town Big Sound campaign; collecting a handful of the nation’s locally adored bands to tour regional Victoria in the latest campaign for TAC’s Vanessa.
When It Comes Brand Building, Less Isn’t Always More
In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]
Seven Victorian Charities Join Forces To Light Up Thousands Of Lives With ‘Power Up’ 2021 Campaign
Seven Victorian charities are uniting for a month-long virtual fundraising challenge - Power Up 2021 - between 28th February and 28th March. There’s no denying that 2020 affected everyone, but small charities experienced a huge drop in much needed donations and it is hoped the Power Up campaign will bring fundraising back to life.
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]
AFG Launches Brand Refresh From The Works Ahead Of Tech Launches
Ahead of major new technology launches, AFG (Australian Finance Group) has unveiled a new brand design, logo and campaign created by The Works.
Client Retentions Boost Carat’s Billings And Solidify Growth
Jim Groves, Managing Director of Carat Perth, announced today a significant growth period for the agency with the retention of three existing clients.
Julie Bishop, Thelma Plum And More: Klarna’s First Aussie Smoooth Session
A-listers turned out to Klarna's Sydney party last night. It did move significantly down the alphabet on B&T's arrival.
The Future Of Post-Pandemic Advertising Or Plain Gross? People Are Freaking Out Over This Racy Menswear Campaign
B&T warns this contains imagery of attractive people in various states of undress. And by "warn" we mean "encourage".
A Win For Privacy Or For Google? Ad Tech Industry Weighs In On Tracking Changes
Here, B&T asks "a win for privacy or for Google?" & you'd pick the splinters out of our arse such was the fence-sitting.
72andSunny Announce New Narratives: Mapping Modern Masculinity Event
72andSunny announces plans for a masculinity event, adding it's not compulsory to do donuts in a ute before attending.
Government Supports ‘Buy Aussie Now’ Marketplace With ‘Tick Of Approval’ For Australian Businesses
B&T always looks to buy Australian, except that is when it comes to sombreros, Shih Tzus or plundered Inca ruins.
Co-Founder Of Eyeota Returns As Head of Brand Solutions AU/NZ
Eyeota, the leading audience technology platform enabling the intelligent use of data, today announced its co-founder, Trent Lloyd, has been appointed Head of Brand Solutions, Australia/New Zealand.
Muval Launches First Broadcast And Digital Advertising Campaign, Targeting ‘Relocation Of The Nation’
Muval is an online booking platform for removalists, despite sounding like a psyllium fibre supplement for constipation.
The Indie Recipe: A Dash Of Agility And A Spoonful Of Adaptation
Here's the recipe for indie agency success! Sadly it doesn't go so far as tips on stealing your competitor's clients.
Clems Melbourne Launches New Content Division
Judging by the press photo, Clems content division enjoy a laugh. Unless they're learning of a colleague's termination?
The Wiggles Mash-Up Tame Impala’s ‘Elephant’ With Iconic Hit ‘Fruit Salad’ For Triple J
The Wiggles have done triple J's 'Like A Version' and, thankfully, no one had a bout of narcolepsy or a heart attack.
Yes, You Can Now Buy Cadbury Creme Egg-Flavoured Beer!
The hot cross bun said to be the ideal accompaniment to Cadbury Creme Egg beer. Followed by a trip to Weight Watchers.
WPP Snares Facebook’s Dave Rolfe For Global Head Of Production Role
Dave Rolfe named WPP's global head of production while confirming he's no relation to convicted sex pest Rolf Harris.
Thursday TV Wrap: Gogglebox Numbers Continue To Climb
With MAFS on hiatus, it was a Steven Bradbury sprint to the line for the networks last night. Sans the silly helmets.
Australian Community News Launches Travel Website
Clearly having not read a newspaper in the past 12 months, Australian Community News announces plans for travel website.
Moccona Launches New “Me-Time” Brand Platform, Via Edge
Moccona's the premium instant coffee of choice at the B&T office. Even if we do refill the jar with International Roast.
Network 10 And Nickelodeon International Partner For First-Time With Live Action Series
Dreading the fast-approaching school holidays? This may be of interest or even a bulk purchase at Dan Murphys.
Introducing The Zavy Social Scoreboard
Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.
Study: 81% Of Creatives Say COVID’s Hit Their Earnings, 40% Saying It’s More Than Halved
In lieu of the AstraZeneca vaccine, B&T's warding off the pandemic with a Vick's Vapor Rub & a Johnnie Walker & honey.
Priceline Pharmacy Celebrates Every Day Being A Festival of You, Via Whippet
Priceline celebrates the 'festival of you' in latest campaign. Particularly if you stink, itch, secrete or blister.
Foxtel Media Unveils Four New Digitally Enabled Cient Offerings
Miss the Foxtel Group 2021 Showcase yesterday? Watch a video replay of it in full here while pausing for toilet breaks.
“The Free And Open Internet Is A Force For Good”: Quantcast Reveals New Intelligent Audience Platform
On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]
