Under the current situation of education reform, kids are having more spare time outside of school. There comes the tension: parents are either pushing their kids too hard on doing sports, or simply sit by the court without any involvement. Nike believes that it is a great opportunity to inspire parents (millennials and older Gen Zs) with real and impactful stories of everyday families in China, and encourage them to play, grow, and enjoy sports together with their kids. With “Mom & Dad Say Go”, and the help of Nike Kids brand, we want to influence as many Chinese parents as possible to change the culture of parenting a bit.

We found a way to introduce the healthy role of sports in a family relationship, and inspire more parents to be supportive, and have fun together, for longer. So we named the documentary series “Mom & Dad Say GO”, to pass along the sense of action. And under this franchise title, we are periodically hunting for real stories with more diverse backgrounds, and wider sports categories. Every episode launches during back-to-school moments, to help parents recognize the positive changes sports can bring to the kids.

Our target audiences are 9-12 years old kids and their millennials or older Gen Z parents. One unique fact about these audiences in China is that: Most parents understand the importance of sports, but they are either pushing their kids too hard on after-school activities, or simply just sit by the court without any support or involvement while their kids play sports. The excessive attention or the carefree attitude of parents lead to a relatively unhealthy relationship with their children, which potentially would also indirectly influence their children’s personality and mental health. Our strategic approach is to help parents shift their mindset, and gradually build up a healthier and long term relationship with kids and sports through all the real stories.

Episode 1 had a blast of social media impressions and engagements right after its release. On WeChat Video Official Account, Episode 1 of Mom & Dad Say Go received 94k likes with 49k sharing and 903 comments. Which sets the record of likes for Nike WeChat Video OA. Other Nike’s official accounts also gained a strong number of impressions and engagements. This is far beyond what Nike has expected to impact. Episode 2 launched 6 months after the first, with no paid media support, but still gained more than 4k likes with 4k more sharings and a few hundred comments. Many parents shared both episodes to their social media and also mentioned that they would love to watch it with their kids again.