Nike published for the first time on IGTV, with documentary-style content following the stories of everyday athletes. A new content strategy it had started deploying last September.
Instagram introduced IGTV in June, yet many brands have not yet bothered to invest on the platform. That was the case for Nike too, until the brand shared on the platform for the first time this week. For its premiere, Nike chose to share documentary-style video stories of everyday athletes, like Chicago native Maynor De Leon and his quest to lose 500 pounds.
The campaign first started back in September this year after Nike told Conscious Minds, its longtime content agency, it wanted to reset its broader strategy and creative vision.
The first video shared on IGTV featured Chicago native Maynor De Leon and his quest to lose 500 pounds. The story starts back in April 2016, when Maynor weighed “a little over 700 pounds” and follows him through his quest and daily workouts.
The second video featured Paralympian Sarah Reinertsen who is training to compete despite having only one leg.
Nike is a powerhouse on Instagram, counting over 82 million followers. Its IGTV premiere already scored over 1 million views.
Steven Strand, director of global brand communication for Nike’s brand voice, told Adweek that the goal was to showcase the way Nike products are integrated into the athletes’ daily lives, and Conscious Minds head of brand Bryant Kohler added, “You don’t need to explicitly feature product in your content for it to have an impact. We believe that if we leave a lasting impression on our community by doubling down on sport and inspiration, they’ll think of Nike the next time they need a new pair of shoes.”
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