Nike inclusion + representation
My January, 2019 content audit revealed a low percentage of representation for minorities and the global regions in Nike-curated news and earned media. Responding independently to this finding, I joined all eight NikeUNITED Networks as an ally (Ascend, BEN, NAN, NMV, LaFN, NPN, WoN, Ability*). From there, I proactively cultivated relationships with network members & leadership for visibility into their events and storylines to build greater inclusion and representation of their respective communities in the Nike brand storytelling efforts I managed.
my role:
Brief >> Creation >> Execution — Program Manager, Content Strategist, Producer, Digital Copywriter, Content Curator building inclusion via organic engagement, paid search & social, web and mobile channels supporting TA, NikeUNITED Networks, Nike Purpose, APLA Retail stories, and Global Brand stories.
Digital strategy & content creation for Memorial Day, Ability* yoga, and month-long campaigns for Black History and Military Appreciation. Content curation and social copywriting for Harajuku and Freedom Prep brand stories.
Creative partners included:
Contract Graphic Designer
Contract Photographers
NikeUNITED Networks
Various Nike Brand resources driving the Harajuku and Freedom Prep stories
reSults:
Within 90 days of my recalibration of the content mix for more inclusion & representation, the channel’s new-follower acquisition rate tripled. In less than a year, the follower count doubled to more than 3 million.
