Margot vs Lily, a Nike original scripted series, is the latest iteration of the Nike Women Better For It campaign. The story focuses on a bet between two rival sisters: a socially awkward YouTube star and an exercise-averse party girl. At its core, the show is about fitness, but it touches on how every aspect of a woman’s life—career, interests, relationships—is better when she takes risks and makes the effort to improve.

Margot vs Lily came to life as an eight-episode web series spanning over 45 minutes of total content. True to the series plotline, the show lived within the world of YouTube, which is also the most popular destination for our target audience to watch videos online.

We rolled out the episodes on a weekly basis, which allowed us to engage young women over the course of eight weeks. Between episodes, we used social media to stir debate, generate conversation, and stoke the show’s fandom.

To give die-hard fans a way to more deeply engage with the show, we created a companion series of workout vlogs led by the Lily Ninja character. Each vlog extended the storyline of its corresponding episode and gave viewers direct access to the Nike products and workouts that were featured in the series.

Margot vs Lily was a hit. It accumulated over 110 million global views during its eight-episode run and entertained loyal fans through a total 45 minutes of in-depth storytelling.

As a testament to the quality of the storytelling, 28% of all comments in social are asking for a season two and 95% of the consumer comments were positive.

But beyond being entertaining, Margot vs Lily also drove the Nike business. The series drove over 2 million visits to Nike.com and 3.5 million app downloads.

Most importantly, Margot vs Lily got young women moving, with over 2 million workouts started on the Nike Training Club app.