Nike is launching an original web video series aimed at inspiring millennial women to get fit. The eight-episode online show Margot Vs Lily follows two twentysomethings – one an exercise addict, the other a couch potato – as they challenge each other to improve their lives.
As we discuss in our Marketing Wellness and Marketing to Millennial Women reports, millennial women are changing the conversation around health and fitness. Fads and diets have been swapped for a holistic approach to wellness, communicated through more positive and empowering language.
Part of Nike’s Better For It campaign, Margot Vs Lily taps into this and other timely trends. As we’ve seen with the likes of Chipotle and Intel, brands are increasingly becoming producers of original web TV content, following the lead of Netflix in targeting a millennial audience untethered from traditional television viewing habits.
Nike’s series is also shoppable, enabling fans to purchase Margot and Lily’s “sweatproof style”. As we saw recently with Bravo’s A Girlfriend’s Guide to Divorce, shoppable video series are becoming ever more sophisticated, as technological advances make buying while watching increasingly seamless.
Creating original content is a bold move for Nike – however, the trailer does raise some questions. As explored in Get Real, younger consumers are seeking media and marketing messages that celebrate the imperfect and realistic. Yet Lily and (the supposedly exercise-averse) Margot are both a picture of glossy health and radiance. And despite its target market, the scripts have been written by a man – celebrated Gen Y author Jesse Andrews, best known for his 2012 novel Me and Earl and the Dying Girl, recently turned into a successful movie.
Nonetheless, the trailer racked up 80,000 views on YouTube in 24 hours (the first full episode airs in February). The appetite is there among millennial women for fitness marketing that reflects a new positive, empowering attitude to wellness.