Nike targets aspirational women with first ever scripted YouTube series

Sportswear brand Nike is seeking to draw more women to the fold with the debut of its first ever scripted video campaign – ‘Better for It’.

The eight episode series follows sisters Margot and Lily, who couldn’t be more different, as they compete against each other to outdo the other.

Whilst Lily records fitness videos for YouTube from her Manhattan apartment Margot veg’s out on the sofa munching crisps but their respective lifestyles mean that whilst laid back Margot has an army of friends, Lily spends her down time feeling lonely.

Acknowledging their respective failings the pair team up with Lily teaching Margot how to get fit whilst Margot teaches Lily how to chill out.

These antics serve as a backdrop for the promotion of a number of video blogs pointing out specific Nike+ workouts seen in the show as well as specific products and services.

The series has been produced in collaboration with Wieden + Kennedy.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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