Nike Women Instazine:
Smashing stereotypes with a new publishing format.
If the media doesn’t celebrate female athletes, social media will. Meet a new way of using social media to tackle gender imbalance in sports reporting.
In 2019, Nike found that women were only given 2% of coverage in the media. This imbalance furthers the stereotype that the professional sports arena is not really a woman’s world. Nike wanted to tackle this head-on, and make sure the next generation of female athletes know that they have a place in sports.
So we looked at a media that they are all on - Instagram. We used all functions of Instagram to tell stories of professional female athletes who dominated in so-called '“men-only” sports. And combined the traditional magazine publishing format with the real-time interaction that only social media provides, to engage with the Gen-Z audience in the most meaningful and fresh way.
The Nike Instazine brought in 500 million views, and gave young girls new sporting heroines. It did so well that the Instazine format has been deployed globally for Nike.
Awards
AdStars 2020 - Silver - Data Insights (Use of Data)
Creative Circle Awards 2019 - Bronze - Mobile & Digital (Creative Effectiveness)
Creative Circle Awards 2019 - Bronze - Media (Best Use of Social Platforms)
Creative Circle Awards 2018 - Digital Agency of the Year (BBH Singapore)
Magazines have perfected content filtration. Combine this with the real-time engagement of social media.
And the result is an empowering publication that inspires Gen-Z girls to do sports.
The Instazine’s publishing model mimics the way conversations spread on social.
It starts with a main film from Nike. Which is shared with influential publishing partners to inspire even more content. Each one of these content partners create different story angles - from fashion editorials to meditation guides. Resulting in an ecosystem of stories that readers can access from publisher’s native feeds. That leads seamlessly into our Nike Instagram page, and subsequently into one neat Instazine issue.
The Instazine content flexes the real-time responsive power of social.
Questions to athletes are answered within minutes via AMA sessions, fan art gets a shoutout within the issue, and Liked outfits are made instantly shoppable.
To do it all, we launched a war-room to create thousands of assets in the span of 2 weeks.
4 Creatives, 2 Account Leads, 1 kick-ass Producer.
