Diary of a 19-year-old Girl
Understanding a specific audience is one thing. Understanding a specific audience on a global scale is quite another.
Nike approached us to produce a meaningful brand calendar for them, focusing on their target audience – the 19-year-old woman. However, this wasn’t just aimed at this particular group in one country, or even a single continent. It was needed to cover key markets across the world. Not quite as simple a job.
So how does fitness fit into her life? What does she need from her sports gear? And how do her thoughts, actions and motivations evolve throughout the year? Following a great deal of robust research, we came back to the Nike women’s brand team with a well-presented and compelling editorial calendar, which they could turn to when planning new communications and content across their markets.
It gives a sense of how we are able to connect with and comprehend an audience for our clients – not just on a small scale, but on a worldwide one too.