In April last year, Nike launched its biggest and the most-orchestrated women’s campaign till date, titled ‘Better for It’, which was released in the traditional format — commercials, print ads, digital, etc.

But this year, the brand has taken their campaign a step further with a much more modern message and approach. They are rolling out a scripted YouTube series of eight episodes, named Margot vs Lily. This concept is fresh and surely a first for Nike.

The trailer was released in January, while the series launched its pilot episode on February 1. This effort is part of Nike’s long-running campaign that is expected to boost the company’s appeal among women.

The series, Margot vs Lily is a collaboration between Wieden + Kennedy and the makers of the Indie film Me and Earl and the Dying Girl. The episodes are based on two adopted sisters, who could not be more different. Margot, is a socially awkward fitness vlogger, and Lily, a social butterfly to whom jogging makes no sense at all. In a classic sibling rivalry, on a New Year’s Eve each one challenges the other to switch roles. Margot is challenged to make real friends, and Lily has to start her own fitness channel and get followers. The series follows the two women on their parallel journeys, celebrating both Lily’s efforts to make human connections and Margot’s attempt at stretches. But most importantly and subtly, the sisters will be seen endorsing Nike apparel, accessories and shoes throughout the series.

Each of these break-friendly episodes will be 8-10 minutes long and along with this, Nike will also be providing an added dose of motivation with Lily’s workout vlogs that will be released every week to help women not only troll themselves but also train themselves.

Nike does a great job of understanding and humouring the everyday female glitches and presents them in a unique motivational approach rather than the traditional advertising. This spreads an inspiring message, which acknowledges the average athlete’s insecurities and encourages self-improvement and empowerment to be who you are, celebrate who you are.

Courtesy: https://www.creativereview.co.uk/