Cannes Lions

NikeWomen : Tumblr

WIEDEN+KENNEDY, Portland / NIKE / 2016

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Case Film

Overview

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Credits

Overview

Description

Fitness is serious stuff, but Tumblr…isn’t. So we decided to have fun with the idea that exercise kind of sucks. At first, anyway. We used Tumblr as a way to express one of the core messages behind Better For it, the idea that “you have to start bad to get good.”

Execution

We recruited over 50 artists to explore the idea of “Better For It” through whatever medium they chose. The result is a varied take on what it means to work out outside of your comfort zone. We ultimately created over 120 posts that were composed of diverse formats, such as illustrations, animations, cinemagraphs, Claymation, photos, GIFs, short films, and more.

Outcome

In only our first year on the platform, Nike Women became the #1 most re-blogged fashion brand of 2015. Nike was also the only fashion brand to be named as one of the “New & Notable Tumblrs of 2015” in Tumblr’s 2015 Year in Review.

The Nike Women Tumblr channel amassed 175,000 followers in only its first year. Our content garnered over 85 million impressions and achieved engagement rates that were 60% higher than the average brand on the platform.

Most importantly, our Tumblr inspired consumers to adopt our message as their own, with #betterforit used organically over 250,000 times on social media.

The Nike Women Tumblr was part of the larger Better For It integrated campaign that helped grow the Nike Women business by 20% in FY15.

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