Mock Campaign Brand Manager
Case Study #1 Nike Training Club App
Project Title: Train for Life
Goal: Reframe Nike Training Club (NTC) from a fitness tool to an emotional-empowerment partner for post-grad women navigating transition into adulthood.
Target Audience: Gen Z & Millennial Women (18–30), Recent Grads, TikTok-native.
Research and Insights:
- 86% of female college seniors feel immense pressure to succeed, with 90% of grads feeling scared entering the real world Mary Christie Institute+1Passages+1.
- 51% of young professionals sought mental health support in the last year; 45% attribute burnout to workDefault+1AACU+1.
- Globally, 28% of Gen Z women took time off work due to stress in the past year Statista+1Deloitte+1.
Insight: Post-grad women crave resilience tools, not just physical workouts. They need support for stress, identity, and stability.
Mood Board Includes:
- Soft morning light, jerseys + yoga mats in cozy apartments
- Journals, coffee, structured planners
- Empowered, diverse women sweating, breathing, reflecting
- Warm neutrals, Nike black, pops of energetic color
Strategy:
- Use NTC to train for life challenges, not just fitness.
- Host virtual and in-person classes for young adult women to attend.
- Channel app features, content, and community to position Nike as a partner in transitional resilience.
Creative Executions
| Channel | Activation |
| Campaign Hashtag | #TrainForLifeNTC |
| In‑App Routine | “Life Training Series”—workouts + audio reflections for job hustle, friendship shifts, or burnout. |
| TikTok Reels | Real grads journaling: “This is me facing grad-life stress — here’s my routine.” |
| Spotify Collab | “Train for Life” playlists supporting job interviews, recovery days, self-care |
| Campus Ambassador Pop‑Up | NTC hosts “Life Training Workshops” at universities—mental wellness + strength training |
Sample Copy:
Tiktok Caption: “I didn’t just need muscles – I needed the routine. #TrainForLifeNTC taught me how to show up for me, everyday.”
In-app routine title: “First internew jitters? Try the Ground Yourself flow + 5 min gratitude audio.”
Tactics & Results (hypothetical):
- 35% engagement boost on NTC among women 22–30
- 22% lift in Premium sign-ups during campaign months
- 40M+ views across social via campaign hashtag
- Notable press mentions in Bustle, ForbesWomen, and Women’s Health
Visual:
Digital Portfolio 