About the Project
If you have got a body, you’re an athlete. Nike’s mission is to inspire and bring innovations to every athlete in the world. Nike believes that its greatest opportunity to inspire, help and guide their consumers on their journey to being a better athlete is to convert all consumers to NikePlus members. With the four Nike apps, Nike, Nike Run Club, Nike Training Club, and Nike Snkrs, everyone can get the full Nike experience.
Problem/Challenge
We were challenged to expand the NikePlus membership offers to make it more appealing to 14-19 year old girls located in London to draw them in and retain their membership. Not only did we have to make it easy for these girls to find out about but figure out a way to make it “unavoidable in her path” and something that they will deem “useful”. The NikePlus membership also needs to talk to all the different interests of these girls. From the ones that are sports-obsessed, to the ones who are obsessed with sneakers, to those who express themselves through style, and to those who are just starting their fitness journey.
Design Process/Concept Development
I worked along with a fellow classmate to develop this campaign. I conducted research on the NikePlus apps and the NikePlus membership. My partner did research on schools in London and girl’s physical activity influences and history. In the process of coming up with the solution, there were many things to consider about these 14-19 year old girls. First, the majority of these girls can not drive by themselves, therefore, relying on their parents to get them around. With that, anything we did had to be around the parents schedule and would be something their parents approve of. Secondly, if they can’t get around on their own then we needed to consider where they do spend their time. Third, the majority of these girls are underaged so again, we need the parents to approve their daughter’s involvement with NikePlus.
Solution/Deliverables
To accomplish this challenge given all of the circumstances, we created SHE- Strong, Healthy, Empowered. With SHE we are able to bring the NikePlus membership to these girls without interfering with their everyday routines. The first part of SHE is sponsoring an all-girls gym class. This way we are implementing NikePlus into their everyday lives. To do this, Nike will supply underfunded schools with IPads to use in the gym classes, restricting access to everything but the Nike apps to make sure the girls stay on track and prevent distractions. In order for the girls to use the Nike apps in school, there will be a push card sent home asking for parent permission and to sign them up for the NikePlus membership. Nike will also be supplying these girls with gym outfits including a shirt and shorts.
There will also be weekend girls-only events. These will be held at the same schools that the gym classes will be implemented, ensuring that this is a safe area for the girls to spend their time but also a known area for the girls who may have graduated to come back to. These weekend events will consist of a light, introductory workout along with a motivational talk from a female athlete. The same shirts and shorts from the gym classes will also be available here too.
To promote these events, there will be posters hung in the schools. These posters feature a series of female athletes who will speak at the weekend events. It also includes a call to action to go onto the NikePlus apps to learn more and sign up. The main color of the posters are purple for ambition, power, and pride along with undertones of yellow for positivity, energy, and remembrance. There will also be social media posts for Twitter and Instagram. The posts will consist of the same content as the posters along with Instagram using the grid system to peak people’s interest to look at their account.
The last part of SHE is the creation of new achievements for the varied interests of the girls. There is the Above and Beyond for beating a personal record for the active ones, 1,000 steps in one day for those who are lightly active, and mileage to track your shoes for the fashionistas. This encourages the use of the NikePlus memberships even for those who are not so into working out.
