Problem

14 – 19 years old girls in London are trying to pick up healthier habits, but stop short as soon as they feel they’re not making any progress. They’re reminded of defeat from the girl they see in the mirror. At this stage, girls become less active and less engaged than teenage boys. They start strong with high hopes, only to stop short of any results. They could use a reminder, or a tip on the right ‘nutrition’ to go even farther.

source: womeninsport.org

Solutions

Nike+ Coach Lora setting! A personal life coach that caters to the target audience’s needs. Users can turn the setting on when they first open any Nike app and it extends to the other services. Coach Lora can Recommend new ways to optimize working out. Set a personal schedule tailored to you. Create personalized reminders for motivation when you stop running or meal tips. Coach Lora will also give digital rewards like a Nike+ premium free membership trial and mail them personal achievements notes on behalf of Nike for reaching new milestones.

Strategy

We’ll also do a brand takeover and hashtag challenge #coachlora on TikTok to build awareness among the audience. The hashtag challenge will be a 15-sec workout video with a voiceover of a coach prompting someone to work out. The UK is the world’s third-highest contributor to TikTok’s revenue and 41% of their users are aged 12-20 years old.

Disclaimer: This piece was created solely for the purpose of the D&AD New Blood Awards 2020 Competition and was not commissioned by the client.