Nike App Stories
︎︎︎FA 2020 c/o Instrument | ︎Content Curation, Strategy, Editorial & App Design
Piloting Nike App’s newest feature — from strategy to content creation to a scalable playbook — driving Member engagement through bite-sized, shareable stories.
Bite-sized, relatable, hyper-relevant content is a winning combination for Nike’s Gen Z consumers — and the brand tapped us to pilot a new feature in the Nike App intended to offer just that.
To launch App Stories, we leveraged Nike’s tried-and-true storytelling formula, and developed a scalable and replicable strategic framework. Through thoughtful cop
y, design, and UX explorations, we created a process to adapt existing brand content into quick, engaging and testable Stories, grounded in the brand's voice.
With our digital expertise, we introduced the feature and elevated the value proposition of the Nike App — evolving it from a shopping tool to a destination consumers can turn to for quick hits of inspiration and storytelling.
11 Content Franchises
You Can’t Stop Our Voice
What It Took
Get Out the Vote
Stronger Than One
ACG Guide to Peace on Earth
Winter 2020 Holiday
HBCU x Air Shop
Power of Purpose
How to Be a Playmaker
We created interactive how-tos, giving frame-by-frame advice.
We reimagined long-form video into bite-sized calls to action, encouraging Members to get inspired, take action, and do more.
We transformed long-form storytelling into magazine-esque content that paired compelling copy with beautiful editorial design.