In the IGTV water, Nike covered her toes with her personal documentary-style profile of athletes, which she started on the stage in September.
Instagram IGTV was introduced in June as a standalone video program that allows videos of up to one hour.
The sportswear giant has collaborated with the longtime content agency, Conscious Minds, on how to tell new stories in social media. Videen + Kennedy is a Nike standard agency.
The first video of the Maynor de Lyon song from Chicago appeared and sought to lose an astonishing 500 pounds. Starting on April 30, 2016, when he weighed "just over 700 pounds", he followed him through his training and sharing his ideas along the way. De Lyon is on his way well after losing 200 pounds so far.
The second was Paralympic Sarah Reynertsen and her determination to compete despite the absence of one of her legs.
Nike has more than 82.1 million followers on Facebook's photo and video sharing network. At the time of publication of this publication, the De Leon video clip contained more than 702,000 views and Reinertsen more than 670,000.
"The goal is to showcase the way Nike is integrated into the daily lives of athletes," said Stephen Strand, director of global commercial communications for Nike brand voice. "You do not need the product feature in your content to have "We believe that if we leave a lasting impression in our society by doubling sports activity and inspiration, they will think about Nike the next time they need new shoes."
The idea of the campaign was opened earlier this year when she told Conscious Minds that she wanted to re-adjust her broader strategy and creative vision.
In the end, it was only about adding value to the lives of our audience, "Koehler said," We had to stop acting as a company and start behaving like a human being. "
Enter IGTV, a relatively new platform. Introduced in June to give everyone – brands and Instagram users – a way to create vertically oriented long videos that are ideal for mobile viewing.
Shortly after its debut, Bacardi collaborated with DJ A-Trak and Les Twins to produce music video by fans, and used MTV's platform to announce nominations for video music awards.
IGTV was also part of Warner Bros.'s efforts. Marketing of the film Crazy Rich Asians, and even former Vice President Joe Biden embracing the platform, hosts an original series of ATTN :.
"The positive side of IGTV is that there is really no playbook, which provides an opportunity for storytelling, testing and knowing what our audience is responding to in this particular space," Strand said.
Koller described IGTV as "the best place to say an in-depth story on the platform," saying the agency's test found users were more likely to consume longer content through IGTV than other channels.
While IGTV is directed toward longer videos, Conscious Minds and Nike are still aiming for a "sweet spot" from three minutes to five minutes, using "interesting clips" from their videos in Instagram Stories to direct viewers to full videos on IGTV.
Neither the Nike nor the Conscious Minds will give specific figures on the production costs of the videos, but Kohler said, "There is a complete delta" between the costs of IGTV and television broadcasts. "So we can produce the amount of content we seek to achieve, , Nike helped us build a new production model. "