Nike creates YouTube series to target millennial women

Nike has launched its own original eight-part series on YouTube, as part of its 'Better for It' campaign. The campaign differs from Nike's usual style, as it uses native advertising with very little product placement, unlike its traditional commercials, print and digital ads. The scripted series is targeted at female millennials and viewers are able to purchase outfits worn by Margot and Lily during the series.   

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.