Reimagine Girls: Nike's campaign with Kids Corp

In collaboration with Kids Corp, Nike launched the "Reimagine Girls" campaign in Brazil and Mexico with the goal of inspiring and empowering girls through sports. The initiative focused on girls aged 10 to 13 and their families, promoting a message of confidence and personal growth.

‍

Campaign background

Originating in the United States, it was implemented in Brazil and Mexico with the main slogan "You Got This". This statement became a communication platform for teenagers, ensuring that all girls feel capable of facing challenges with Nike by their side. "You Got This" is a call to action, an affirmation that resonates in the pursuit of personal goals.

‍

Girls and sports

According to information obtained from the Insight Portal by Askids, the most powerful data and insights platform about children, teenagers, and their families, girls' participation in sports tends to decline starting at age 12, while boys' participation remains steady over time.

‍

Additionally, 4 out of 10 young people under 18 in Latin America engage in some sport after school. As they grow older, both girls and boys incorporate physical activity into their daily routines, albeit with different preferences: 56% of boys participate in team sports, while 44% of girls opt for individual sports.

‍

Strategy

Understanding the audience in depth allowed the development of an authentic and genuine strategy to connect with them. Every touchpoint of the campaign conveyed the values that define the spirit of Nike, allowing not only the communication of the campaign message but also connecting with girls on topics they are passionate about, such as entertainment, music, video games, travel, and vacations, among others.

‍

To maximize the reach of the message, Kids Corp's initial proposal was based on pre-roll ads on YouTube in both countries, scheduled through Kite, the first SaaS advertising platform designed to connect with U18 audiences while they consume their preferred content.

‍

Through Kite, Kids Corp helped Nike plan, deliver, optimize, and measure "Reimagine Girls" efficiently, ensuring the highest privacy standards in the delivery of the entire campaign.

‍

Achieved results

The developed strategy surpassed conventional limits, reaching millions of girls through their favorite digital platforms and channels that they consume daily. For example, Maria Clara e JP, Luccas Neto, and Natan por ai (Brazil) or Alejo Igoa, Luisito Comunica, and Disney Music (Mexico).

‍

Through an appealing, segmented, and effectively directed message to the audience, the view-through rate (VTR) reached 50%, an outstanding metric considering it was a video longer than 2 minutes.

‍

Conclusion

Nike's "Reimagine Girls" campaign not only promoted physical activity among young girls but also fostered self-confidence and a positive attitude towards sports. Data obtained through the Askids Insight Portal showed that starting at age 12, girls tend to decrease their sports participation. Therefore, it was essential to design a campaign that not only inspired them to stay active but also aligned with their preferences.

‍

By using advanced technologies and a deep understanding of sports trends among teenagers, we managed to amplify a powerful message and authentically connect with young girls, motivating them to pursue their goals with confidence.

‍

The strategic role of Kids Corp

The success of Nike's "Reimagine Girls" campaign in Brazil and Mexico is largely due to the strategic role of Kids Corp and its innovative technologies. Kite, with its ability to plan, deliver, optimize, and measure campaigns efficiently, ensured that Nike's message reached its audience effectively and with the highest privacy standards. Askids provided crucial data and insights that allowed a better understanding of girls' and teenagers' preferences and behaviors, ensuring that the campaign was perfectly aligned with their interests.

‍

The integration of these advanced solutions from Kids Corp not only enabled the efficient execution of the campaign but also ensured that Nike's message of empowerment and confidence resonated deeply with the target audience, inspiring a new generation of girls through sports.

‍