Aimed at motivating Young Athletes across the U.S., Nike's #Best1stDay multi-platform social campaign closely followed the unique journeys of seven social media influencers – Miss Jayden B, Aidan Prince, Ruby Rose Turner, Johnna Gaines, Jacob Martin, Mario Selman, and Txunamy - whose genuine passion for sports, school, and fashion drove their excitement as they geared up for back-to-school. Their mission? To have the #Best1stDay Ever and inspire their followers to do the same.
Leading the charge, our influencers came from varying backgrounds and possessed many different passions, including sports like dance, soccer, and swim, after-school activities like color-guard, and fashion.
Over the course of eight weeks, they shared their varying back-to-school journeys with their fans across YouTube, musical.ly, Instagram, Facebook, Twitter & more – showing us glimpses of how they prepare for school and what excites them most about going back.
Nike outfitted the kids head-to-toe with their latest athletic apparel and footwear, including the key shoe for back to school: Nike Dualtone Racer. Talent organically incorporated these looks into their stories, driving thousands of unique visitors to Nike.com for online shopping. The campaign also included four separate livestream Back-to-School shopping experiences in key markets and stores, hosted by select talent from the group.
The talent offered advice and tips to kids nervous about going back to school, engaging with them in the comments section of their posts. They also shared content aimed to excite and inspire them. They tried new experiences (like indoor sky-diving), showed us their back-to-school hauls, and even brought fans along for live back-to-school shopping experiences from Nike stores in LA, Miami, and NYC.
#Best1stDay reached 23M+ people across social media, resulting in a collective 3M+ social engagements across talent's posts, and achieved 823K+ collective video views across talent's video content (not including musical.ly).The high engagement carried over well to talent's live in-store broadcasts on Live.ly and Instagram Live – garnering a collective 100K+ views across the 4 different broadcasts, and a collective 1.8M+ likes and comments during the live streams.