Global – Forget Netflix, Nike has launched Margot vs Lily, its own original web series as part of its Better For It Campaign.
The eight-part web series follows the lives of Margot and Lily, two adopted sisters in New York who are on a quest for fitness and friendship.
Moving beyond the usual fitness tropes that focus on sweat and clichéd competitions, Nike has adopted a more tongue-in-cheek approach in the series with an irreverent and funny tone. In the first episode Lily dares her sister to start her own fitness channel, and Margot urges Lily to make some real friends. The eight-minute video follows them both as they challenge each other to improve their lives.
Alongside each show will be a short, guided workout by Lily, in the style of her fictional YouTube channel, LilyNinja, and all of the looks will be made shoppable. Nike is also using the campaign to test email communications with a weekly newsletter called The Fix.
We recently reported on Marriott Hotels’ shift to media, working with independent creatives on native content that they plan to license to streaming platforms such as Hulu, Netflix and Amazon. For more on understanding the blurring lines between content and commerce, see our Futuretainment macrotrend.