When the average person thinks of buying athletic wear, they think of Nike. Nike is one of the largest suppliers of athletic shoes and apparel in the world. Along with that, Nike has been known for its huge campaigns. Usually, these eye catching, thought provoking campaigns focus on already accomplished athletes such as LeBron James and Michael Jordon. This year, Nike has yet again launched another successful campaign with a twist. They decided to focus on women this time, making the #BetterForIt campaign their biggest advertising push yet.
Nike’s #BetterForIt campaign debuted with a 60-second ad created by Wieden+Kennedy and it was revealed during the MTV Music Awards on a Sunday night. The advertisement showed every day women at a gym and let the audience hear what they were thinking during their various workouts. Along with the TV commercials, Nike also encouraged women to share their experiences on social media, using the #BetterForIt hashtag following their “90-day better for it challenge”, which combines workouts from Nike’s various apps.
The reason why Nike put this campaign on is simple. They see women as a major and important part of their customer base. They already have the majority of athletic men’s support and trust. By targeting women, according to Business Insider, Nike believes they could add $2 billion of additional sales by 2017.
The #BetterForIt movement includes insights from top athletes, including four-time gold medalist and track and field star, Allyson Felix. Having top athletes’ insights and support gives Nike’s campaign more credibility, which engages fans and those interested in fitness even more. Another reason why this campaign attracts women is because Nike has a 40+ year history of serving and innovating for female athletes. Over the years, they have developed many products and services tailored for what women want and need. This campaign also had so many participants, partly because Nike is the most recognizable athletic clothing and shoe brand manufacturer and supplier in the world. When a well known company puts on a campaign, their buyers want to engage with it because it is part of the “you scratch my back, I’ll scratch yours” theory.
This campaign let women not feel intimidated when they work out. #BetterForIt is more than just a hashtag. This campaign is a call to action to share, promote and embrace women’s fitness and sports. Nike invited their global community of athletes to push themselves further, whether it’s a personal best or the latest marathon. #BetterForIt was targeted toward women, but offered all athletes collective inspiration to reach new heights while sharing their experiences.
I believe that Nike’s Better For It campaign was an extremely successful social media campaign, making it a social win. Not only did the kick off, “Inner Thoughts” video have over 8 million views, but it also reached out to millions of women. In their press release, Nike spoke out in regards to the campaign saying that they now have a “digital community of 70 million women who look to the brand when it comes to fitness”. Also, the #BetterForIt hashtag was seen in over 800,000 tweets across the world, ranging from major Olympic champions to every day people.
“Nike Turns Can’t Into Can in Its Largest Women’s Campaign Ever.” AdWeek. Web. 08 Feb. 2016. http://www.adweek.com/adfreak/nike-turns-cant-can-its-largest-womens-campaign-ever-164059
“Nike Turns Can’t Into Can in Its Largest Women’s Campaign Ever.” AdWeek. Web. 08 Feb. 2016. http://www.nike.com/us/en_us/c/women
“Better For It â Inner Thoughts.” YouTube. YouTube. Web. 08 Feb. 2016. https://www.youtube.com/watch?v=zzbjEMaDjrk
Why I’m A Fan of Nike’s New Campaign- http://fashionista.com/2015/04/nike-better-for-it-campaign
O’Reilly, Lara. “Nike Is Making Its Biggest Ever Women’s Push.” Business Insider. Business Insider, Inc, 2015. Web. 08 Feb. 2016. http://www.businessinsider.com/nike-betterforit-women-campaign-2015-4