Executive Summary
In their effort to expand their feminine customer base, Nike released a series, Margot vs. Lily, which reflects on the experiences that young ladies go through to achieve physical fitness. It shows how Nike merchandise and digital products help Margot, one of the main characters to become a physical fitness star. Creativity and logic together with the emotional appeal are evident in the series, and every young lady who sets her eyes on it cannot help sharing the ad on social media. In 2016, Nike released a series prominently known as Margot vs. Lily in their “Better for It,” campaign. The series features stories of two sisters, Margot and Lily. The episodes branded content series point to Nike’s ‘Better for It’ website, which features articles and blogs highlighting particular workouts illustrated in the show. The series displays Nike merchandise such as sneakers, workout gear, as well as glimpses of Nike digital products like the Nike+ Training Club app and portrays them as essentials for enabling aspiring athletes to do better through a digital ecosystem of engagement (Kelly, 2016).
Promotion
The transition of Margot from being a lady with no interest in sports to a prominent fitness guru arouses attention, interest, and desire of millennials, most of who would love to adopt the actor’s lifestyle (Bovee & Thill, 2016). Finally, the series encourages women to use Nike products and services for a superb experience in their fitness activities. The ad is creative since it is done as a series, which most millennials who hate watching advertisements cannot help to follow keenly and in the process, the commercial aspect (promotion of Nike products) is delivered to them in an irresistible manner.
Margot vs. Lily series ad has both logical and emotional appeal. The charisma is logical in the essence that its two major characters are an almost-real reflection of the lifestyles of a millennial audience. For this reason, the series has many ‘likes’ on Youtube and is widely shared on Facebook, and many people have talked about it on Twitter (Kelly, 2016). The many posts on its regard on almost the entire online platforms and social media prove that it has been persuasive to many. It is easy for a new customer to like and eventually buy the Nike products because of watching Margot vs. Lily series.
The artistic part of the series, as well as the compelling message asking the audience to use the products for personal fitness, makes me want to buy the product. In this campaign, Nike is targeting young women who aspire to become physically fit, and its marketing objective is to grow its annual sales of women products (Kelly, 2016). In conclusion, Margot vs. Lily series in ‘Better for It’ campaign by Nike is a creative and persuasive advertisement of its kind, which takes marketing to another level. It acts as an effective way of enabling the company to expand the market of its feminine products.
References
Bovee, C., & Thill, J. (2016). Business in action (8th ed.). Cambridge, England: Pearson Global Edition.
Kell, J. (2016). This is the new way Nike is going after women. Fortune. Web.