Nike's D&AD brief challenged us to expand NikePlus membership offers in 2020 to make it more appealing to 14-19 year old girls in London. This required us to explore the current NikePlus membership model and establish a new exciting way of dragging in female membership and retain it. We should think what sort of offerings could the membership model offer to make it more exciting for this audience, as well as thinking about how can this audience find out about this.
Who's the Audience?
All 14-19 year old females in London. From the sports obsessed, to the sneaker obsessed. From the ones leading style and culture in the city, to those in the front row of fitness classes. From those who are interested in their style and self-expression, to those who have just found sport and are just starting out on their journey with it.
Nike wants to speak to all girls in London and invite them into the world of Nike.
The Problem
Very few young girls feel connected to sports, and there is a reason for this. The challenge here is making girls
more aware of what they can achieve with sport, and how to target these girls and get them to practice sports.
more aware of what they can achieve with sport, and how to target these girls and get them to practice sports.
One of the reasons for girls to quit sports at a young age is because there is a serious lack of encouragement when it comes to girls practicing sports at school. Girls not looking into sports as much, can also be due to children being more likely to see men in active sports careers, since women's events only make up for 7% for all sports coverage
in the UK.
in the UK.
Among many other reasons that might include lack of access, unconfidence, stigmas around body image, inapropriate/unconfortable clothing, social stigmas, menstruation and gendered sports there is the lack of positive role models. Girls are bombarded with images of external beauty and not those of confident and strong female athletic role models. To some young girls, fitting within the model they are constantly told to stay in is more important than standing out. Peer pressure can be hard for girls at any age and when that pressure isn't offset
with strong encouragement to participate in sports and healthy physical activity, the results may lead to girls dropping out.
with strong encouragement to participate in sports and healthy physical activity, the results may lead to girls dropping out.
Illustrations inspired on Ellias Stein's work
The Concept
This concept is exactly about this, building positive, confident and strong role models. It is about strengthening the relationship of young girls with sport, and invite them to see how empowering it is to practice a sport. Any kind of sport. We want to invite girls to look up to strong women athletes and, like them, grow strong, empowered, respected, confident, and beautiful. And more, with this, we invite girls to become their own role models, the person that they look up to. The ones to take the lead. This membership feature aims to motivate young girls to feel happy, confident and strong in their own bodies, and the best way to achieve this, is through the practice
of sport.
of sport.
Therefore, 'Be Your Own Role Model' is the way Nike has of promoting sports to young girls through the inclusion
of them in their NikePlus membership. This is done by developing a personalised space in their training apps and websites, specifically developed to target these girls.
of them in their NikePlus membership. This is done by developing a personalised space in their training apps and websites, specifically developed to target these girls.
This new feature is designed to encourage girls to the practice of sports with a personalised experience. And more, in order to get to as many girls as possible, this program includes a series of sports events around London's nicest parks. All girls will be target through social media, and be offered the chance to adhere to the NikePlus membership for free and have access to these special events, developed just for them. All the girls that adhere to the program, will get a NikePlus membership card that will give them free access to these events, as well as 20% discount on all Nike's products.
Strategy
The strategy is to firstly put girls to think who their role models are, by rhectorically asking this question. Then, the campaign advances to a stage where girls are put into focus and how, through the use of NikePlus membership these girls can achieve anything by the empowerment through sport. This is when the messages start becoming much more targeted and start being "be your own role model" and use the #takethelead. this is to encourage girls to be pro-active and show the world how strong and talented they are.
Targeting Young Girls
According to a UK government study, girls (13 and older), are more likely to be using Snapchat and Instagram. Therefore, these should be the main platforms that Nike would use to advert the new feature of
the NikePlus membership and target their audience.
the NikePlus membership and target their audience.
Twitter would also be a platform to consider, as it is easy to spread the message through people's retweets, getting the message to many people.
NikePlus Membership Personalised Experience
This is the way the membership cards would be delivered home.
