Dive Brief:
- Nike is launching a scripted YouTube series as part of the “Better for It” campaign encouraging women to achieve their personal bests in fitness and sport.
- The eight-episode Margot vs. Lily depicts two very different adopted sisters engaging in a social-media fitness challenge.
- Wieden+Kennedy and the makers of last year’s Sundance winner Me and Earl and the Dying Girl collaborated on the series, which begins today.
Dive Insight:
Nike is expanding its “Better for It” campaign, targeting women with a scripted YouTube series about an unlikely competition between two adopted sisters. Brigette Lundy-Paine and Samantha Marie Ware star as the title characters in Margot vs. Lily, who compete to attract YouTube followers with their own self-styled fitness routines.
Communicating empowerment over insecurity via fitness, the “Better for It” campaign launched last April with a variety of media placements. Margot vs. Lily is the first foray into scripted content from the fitness brand, and represents an effort to create the authenticity young women seek in determining which brands to buy.
Nike branding is mostly subtle in the series, which directs viewers to the “Better for It” page for videos of Nike+ workouts seen in the series. The company is mostly concerned with engagement, but plans to measure Margot vs. Lily’s success by tracking Nike+ membership numbers and sales. The company expects revenues from its Nike Women division to nearly double from 2015 totals to reach $11 billion by 2020.