IF YOU’RE BRAVE ENOUGH TO TRY, YOU’RE BRAVE ENOUGH TO FINISH
NIKE’S “BETTER FOR IT” MARKETING CAMPAIGN
Published on 6/27/2017
BETTER FOR IT
In April of 2015, Nike debuted their “Better For It” campaign. The “Better For It” campaign is the largest, and most integrated, female-focused campaign that Nike has invested in to date. The goal of this ongoing campaign is to connect with, and show support to a global community of female athletes. The mission is to “inspire women to be active, take on new challenges, and conquer personal goals.” To accomplish this, the Nike marketing team used a variety untraditional advertising tactics.
Tell a story, even when advertising, like @Nike #betterforit campaign
Rather than focus on decorated athletes as they have in past TV advertisements, the “Better For It” campaign showcases women in the spring of their athleticism. There are three main TV advertisements in this campaign. The situations vary from running your first half-marathon, to dead-lifting your body weight at the gym for the first time, and finally to resolving to do a handstand in yoga. All of theses advertisements highlight different women’s inner thoughts all of whom are travelling outside of their comfort zones and pushing their limits.
The advertisements are catchy with zingers such as, “no shame in running half a half marathon”, “oh good a bunch of models right in front me”, “okay, yoga change my life”, “don’t mind me over here my little baby weights, baby arms”.
These one liners may seem defeatist at first, but by the end of each advertisement the women have experienced some form of transformation. Their attitudes have changed from “yikes, this is hard. I kind of, sort of want to give up” to “Yes, I can!”.
These Ads are relatable. They speak a universal truth for most women; exercise is hard and it is a process. The relatability of these women make their successes even more inspirational.
The strength and determination shown in the advertisements inspire women to go out and “just do it”. This positive imaging and message creates a positive association with the Nike brand. They use this emotional advertising to connect with their female audience.
@Nike has a little bit of everything in their new campaign: TV ads, a filmseries, and the #betterforit challenge
The Margot and Lily series is another example of the untraditional marketing path that Nike has taken with this campaign. The Margot vs Lily project is a youtube web series that follows two adopted sisters living in New York, i.e Margot and Lily.
Margo and Lily are everyone's favorite relatable @NikeWomen
The two sisters are each other’s opposite. Margot is eccentric and a bit of a slacker where Lily is disciplined and active. So, when Margot creates her own online workout channel to contest her sister Lily’s fitness videos a competition between the two unfolds. The challenge is who can add the most followers to their respective fitness pages.
This series combines branded long-form content with video marketing and creates a richer and deeper storytelling experience. This tactic is effective in targeting the everyday modern female.
Similarly, to “Better For It” TV advertisements, the women in the web series are relatable. Their experiences resonantes with the everyday female. The series is fun and light hearted, and provides a great way for Nike to connect with their target audience.
#BETTERFORIT HASHTAG & 90 DAY BETTER FOR IT CHALLENGE
The final aspect to the ‘Better For It” campaign is the 90-Day Better For It Challenge. The challenge is designed to push people out of their comfort zones and to increase strength and endurance. During the women’s soccer world championship, three US soccer stars headlined their own workouts as part of the 90 day challenge.
In conjunction with this, the hashtag #betterforit has risen. This hashtag is used for women to share their experiences during the challenge. Thus the campaign and the hashtag have transcended their conventional functions and have become a call to action.
Nike has turned their advertising prowess towards women because they see women as integral facet of their customer base. In 2015, according to Business Insider, Nike believed they could increase their additional sales by $2 billion in 2017. Now Nike expects to reach $11 billion in additional revenue by the end of 2020.
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