Nike's 'Better for It' Women's Campaign Gets Brand's First-Ever Scripted YouTube Series

Marketer explains the journey to 'Margot vs. Lily'

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Last April, Nike launched "Better for It," its largest and most integrated women's campaign to date. It was mostly traditional in its format—commercials, print ads, digital, etc.—if not in its message, which refreshingly acknowledged the average athlete's insecurities and other obstacles on her way to self-improvement and empowerment through sport and fitness.

Now, for 2016, the brand is putting that more modern message in a more modern format, rolling out an eight-episode scripted YouTube series—a first for Nike—that follows two sisters who become involved in an unusual competition with each other, with fitness (and Nike products and services) at the center of it. 

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