MarKeting McKenna

Nike – “Show Up” Social Launch

Platforms: Instagram + TikTok

The Challenge
Launch a motivational brand video across two high-impact platforms while adapting tone, structure, and engagement strategy for each audience.

The Strategy
Nike doesn’t sell products first — it sells mindset.
The social rollout centered on one insight: Progress is invisible before it’s impressive.

Instead of pushing product features, the posts positioned the video as a shared experience for everyday athletes balancing early mornings, long days, and personal discipline.

Platform Strategy

Instagram

Instagram favors polished storytelling and community interaction.

• Structured, emotionally driven caption
• Clear call-to-action to drive comments and shares
• Supporting Story sequence with interactive poll
• Vertical optimization for feed + story placement

Focus: Saves, shares, and conversation.

TikTok

TikTok prioritizes authenticity and relatability.

• Short, conversational caption
• Fitness + motivation hashtags for niche discoverability
• Framed as identity-driven content rather than branded promotion

Focus: Retention and algorithmic reach.

Analytics Information

Before posting, I defined success through both qualitative and quantitative metrics.

Qualitative

• Engagement from 18–30-year-old fitness-driven audience
• Accountability-style comments (“Needed this today.”)
• Shares among gym partners and student athletes

Quantitative

• High completion rate (strong hook + emotional arc)
• Above-average saves (motivational content behavior)
• Engagement spike within first 6 hours

The Impact

This campaign demonstrates my ability to:

• Translate brand identity into platform-native content
• Adapt tone without losing consistency
• Build engagement strategy around audience behavior
• Integrate analytics into creative planning

The result

A cohesive social rollout that reinforces Nike’s “Just Do It” philosophy through relatable, everyday discipline.

Social Media Posts Link: https://drive.google.com/drive/folders/10hKixxkf_nNHa4SxTjOVH4G52IoPc5U9?usp=share_link