NIKE WOMEN / GLOBAL DIGITAL LAUNCH

Nike Women's positioning, Better For It, is all about challenging yourself, breaking out of your comfort zone, and being better for trying – even if you don't hit your target.

To convey the sentiment in a way that millennial girls would both love and understand, Nike commissioned Margot vs. Lily – an 8-part comedy series about a likeable slacker called Margot and an uptight fitness vlogger called Lily.

Our challenge was to launch, distribute and pay off the story, in an innovative, mobile-first way.

To launch, we partnered with Uber. Since the average ride lasts around 8 minutes, it was the perfect platform for young women to watch the first 5-minute episode.

The uber activation bolstered a wider social strategy, driving girls to download our season pass – an Apple Wallet pass that served girls up with the episodes as they were released, so they never missed out.

The pass sent girls directly to the episode on YouTube, as and when they were released. And from the episode, we pointed girls to nike.com/betterforit where they could get their hands on the gear, workouts and recipes featured in the show.