Creative Direction, UX Designer, Agency Owner
Nike wanted to reach young women 12-18 for their Nike Women Delicious Trainingcampaign. Highschoolsports.net reaches this audience at 18,000 high schools inthe US.
These young women represent a school team and want to show their excitement and dedication to the training that goes into being successful, as an individual and as a team. A Nike Delicious Team contest would harness this excitement and unity of training for their team, as they express themselves with team photos defining what “Delicious is…” A dynamic digital ad campaign communicating this same message can run on HighSchoolsports.net (Gannett) to target and drive theF12-18 audience to the contest.
To make these ideas a reality, Billups Design developed the messaging and created a “Nike DeliciousTraining Contest” site and ad campaign to attract and engage the audience. The contest asks the female students and teams to “upload and vote for the photo of your favorite female athlete’s or team’s personal bests for the chance to win aDelicious Training session with a Nike athlete.”
The Nike Women’s Delicious Team Contest site and ad campaign increased awareness of Nike Women Delicious Training message, drove participation and engagement within the contest, and received more contest entries than were expected.