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SP23 NA Women's Lifestyle Recap
| SP23 NA Women's Lifestyle Recap |
| Style Culture For Her
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We can’t win her over by doing things the way we’ve done them before.
Nike has shaped sneaker culture for men but there’s a massive opportunity for women: Style Culture for Her.
Style Culture allows Nike to strengthen our brand with female representation, grow our business via the addressable market and connect with the women’s consumer in a new way.
Style Culture (inclusive of sneaker + trend + fashion) establishes a consistent, female-led vision grounded in segmentation insights to serve the spectrum of her life.
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Female-First Creative Lens
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| Women look for brands that prioritize female representation in content and product. We highlighted Nike apparel and footwear in a new light: through a female first, feminine, empowering lens.
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162+
assets across SP23 to truly drive an always on offense
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Female-First Marketing Strategy
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| We created a strategy to drive connectivity across platforms while leveraging marketing tactics and behaviors that uniquely resonate with our female consumer.
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Leading With Her Style Authenticators
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| 92% of all Gen Z credit influencers as the most important driver of purchase decisions above brands, retailers, celebrities. We created a foundation with stylistic leaders (Style Council) who have influence and authority, helping us build trust and equity in the style world.
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Tia Adeola
@tiaadeola
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Tia brings style influence as a designer. She’s a GenZ NYFW force who launched her eponymous brand at just 18 years old.
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Cynthia Cervantes
@cynthiaxcervantes
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Cynthia brings style influence as a creative. Based in Mexico City, she credits her heritage as the source of her work and style inspiration.
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Reign Judge
@reignjudge
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Reign brings her style influence as a model. A young NYC fashion icon, she embodies a timeless and classic aesthetic.
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Miyako Bellizzi
@miyakobellizzi
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Miyako brings her style influence as a costume designer. She shapes her styling through her Japanese ancestry, Bay upbringing and NYC living.
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Yasmin Geurts
@yasminmoonmoon
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Yasmin brings her style influence as an entrepreneur. As a jewelry designer, she uses style as a vehicle for joy and body positivity.
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Social-First Content × Commerce
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| 93% of Gen Z use social media as part of their buying process. 60% of the shopping activity is covered by Instagram and TikTok. We committed to a social first strategy grounded in consumer-right content x commerce.
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STYLE POV
This franchise spotlights each woman’s individual style story.
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3 WAYS TO WEAR
This franchise incentivizes purchase of key Nike pieces by demonstrating their versatility.
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OCCASION DRESSING
This franchise shows her how to wear Nike for different modes in her life.
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FIT CHECK
This established Nike franchise breaks down a head-to-toe look into individual product.
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9 TO 9
This franchise shows her how to wear Nike throughout her day.
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224K
average plays
on Instagram Reels
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73K
average reach
on Instagram Stories
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20
custom social videos
(5 women x 4 videos each) |
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| Nike.com
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| We aimed to redefine nike.com as a style destination for her, making it easier to shop the styles she loves through the lens of the Style Council.
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15.5%
engagement rate on WLP during April
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| Email
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| We unlocked the relationship building potential of email, with the goal of being in her path and serving her product through Style Council edits.
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| App
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| We built loyalty on the Nike App through bespoke content, with our Style Council providing our consumer with Nike product styling tips.
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23K
in pass thru demand via shop home tile
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4.2K
in pass thru demand in one day via shop home tile
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6-9%
thread CTR for all App threads for full season
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70K
in pass thru demand from Cynthia's App thread
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Integrated Media
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| We changed the way she thinks of Nike as a style partner. By leveraging a mix of social and video placements, we showcased how Nike celebrates style while driving demand and acquiring new members through key placements.
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| INVESTMENT CHANNEL MIX
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Nike Style Studio: Creator Experience at Scale
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To complement and extend our Style Council work, we wanted to invite women to experience Nike style. We created a fun, interactive, IRL experience that enabled Creators to find their self expression through our product and create style-led content through their lens.
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Leverage Creator’s Massive Networks to Scale Content
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| Amplified Nike Style reach through a diverse network of Gen Z creators, increasing product awareness and desire by highlighting it in a way that fuels her stylistic self-expression.
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187+
total posts
(TikTok + IG)
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740K
total estimated impressions
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48K
total in-feed engagements
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| Change Product Awareness + Desire
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| Change product awareness and desire by highlighting product in a new way. Show her how a holistic product assortment can fuel her stylistic self-expression.
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| Leverage Creator Content to Fuel Our Nike Ecosystem
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| We leveraged the IRL assets to fuel the Nike digital ecosystem across TikTok, App, Email and Integrated Media via Paid Social.
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| ASOS Partnership
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| We worked with 3PW partners to identify style influencers to invite to the experience and create content on behalf of the Nike x ASOS partnership.
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14.5M
followers on ASOS Instagram
with a focus on Gen Z females
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1.8M
followers on ASOS Tiktok
with a focus on Gen Z females
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Wins
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| Create a New Female Style-First, Always-On Approach
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Opportunities
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| Sharpen While Driving Consistency in SU23
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Nike
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