Younger generations are moving less and less.

Nike always tries to inspire kids to move more, sometimes with the help of our athletes – like Kylian Mbappé!

We know kids crave more proximity to their idols. So this year, we didn't want Kylian Mbappé to be some distant superstar in an ad. But rather a friend, a coach, and a personal motivator.

This year, we didn't want Kylian Mbappé to be some distant superstar in an ad. But rather a friend and a personal motivator.

So, together with Kylian, we created Lil Mbappé – a digital version of Mbappé that fits in your phone. An Mbappé that kids could talk to and train with—all through an Instagram chatbot experience. All they had to do was DM @nikefootball and a week’s worth of fun began—daily challenges, banter, quizzes, conversations about football, and plenty of encouragement to keep moving.

Younger generations are moving less. Nike wants kids to move more.

We know kids crave more proximity to their idols. So this year, we didn't want Kylian Mbappé to be some distant superstar in an ad. But rather a friend, a coach, and a personal motivator that would help kids move, and keep moving.

Knowing our target audience was young, digital natives between the ages 8-12, we had a unique opportunity to connect them with a superstar athlete and get them moving at the same time.

Rather than bombarding them with more content in their feeds, we created a personal, 1:1 interaction that we knew kids were craving. Depending on the responses, each interaction would be different - ensuring that the engagement level remained high and that kids felt encouraged to move more.

This resulted in a more authentic and immersive experience that continuously motivated kids to keep moving.

The campaign ran on Instagram @nikefootball with the target audience being young, digitally-native kids between the ages 8- 12 with some interest in football. The work ran for 2 weeks.

The campaign created incredibly strong brand lift results,beating all benchmarks for the region and industry.

10.37 minutes average engagement

95 million social impressions

100k challenges completed