Resolutions Instagram Campaign
NikeResolutions Instagram Campaign
New year’s resolutions are easy to make but hard to keep. Nike has two apps for that.
The holiday season is a tough time to make healthy choices — and an even tougher time to stick to a workout routine. There’s the parade of holiday parties. The hours spent at the airport for just a day spent with your parents. There’s the Amazon shopping, the late-night present wrapping and the eggnog. For most of the country, even the weather conspires to make working out least inviting at just the moment when you need it most.
For our Instagram-first campaign for Nike, we built creative around all of the challenges in December that keep us from being the athletes we want to be in January. Inspired by that simple idea, we wrote, produced and edited an artful and effective suite of (literally dozens) of Instagram Story ads — each just ten seconds long.
Our series of Instagram-first ads do what the best Nike ads always do: they inspire us to believe that we can be our better selves. Our creative showed Nike fans that they can defy odds, the weather and the couch. And beat the holidays in the process. Our rallying cry for a healthier holiday reminded Instagram that we only need 20 minutes to tackle one of 100 different workouts.
The Power of Versioning
One part art, 216 parts science.
We wrote, storyboarded and shot 6 different ads — 3 for each Nike app. Because we built the ads as an extensible systems, not one-offs, though, we were able to produce more than just 6 finals edits. After writing 6 different variations of the headlines for each ad unit, Nike ultimately produced 36 ads. These ads competed against one another to see which performed best with a test media budget. Once a winner had been crowned, that ad unit received 95% of the total media spend.
Nike’s versioning didn’t stop there. The ads were ultimately translated into 6 different languages and run across the EU. In total, there were over 216 ads run on Instagram.