The 4 Women of Nike’s Latest Influencer Marketing Campaign

On 12th July, Nike posted a picture of four fierce looking women decked in Nike apparel, along with the caption “stronger with support”. What immediately struck me was the mix of women chosen for this Influencer Marketing campaign, be it because of their vocation, the way they present themselves, or their general affinity to the sporting industry.

Before we delve in, it is worthy to look at how many unique followers these four diverse women have in total, to determine the first reason why this quartet was picked. 

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If we add the number of followers that each influencer has, we will find that the sum is 3.9 million, which is a reasonably big number. But oftentimes, influencers have followers in common and so the sum is not an accurate representation of campaign reach. This diagram tells us that the four women have 3.2 million unique followers, meaning that the campaign will reach almost as many people as they have followers added together.

When the difference between reach and unique reach is small, it is a sign that the right combination of influencers have been chosen for the campaign. 

So who are these formidable women? What are their names and what are their stories?

1 – Jorja Smith | @jorjasmith_ 

Jorja is a 22 year old R&B singer-songwriter from England and has risen to fame very quickly in the past year. She was also the first person to post the Nike collaboration on her Instagram account. Jorja has repped Nike before: her 5th most liked and 4th most commented on post this year shows her wearing a Nike shirt in a video at a tube station. 

She also was featured in the Sage Nike Air Force 1 Campaign.

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Jorja’s audience has been growing very steadily and positively this year, witnessing an increase of more than 600,000 followers. She now has 2.3 million followers on Instagram.

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Her largest increase came in May, which was when she made the covers of Elle and The Time Magazines respectively. 

What is most important to note, however, is the fact that Jorja has managed to maintain a 10.16% engagement rate. Influencers with more than 1 million followers belong to the fourth tier of influencers that are celebrities or famous people, and these influencers generally have the lowest engagement rate. Jorja’s engagement rate of 10% is 5 times higher than the average for celebrities in the UK and 2.5 times higher than the average for micro-influencers in the UK, which really is very impressive. 

Her post for Nike has already garnered 124K likes, which amounts to more than 200 likes per minute and a 5.09% engagement rate within less than 24 hours of posting. This is already a successful collaboration in its foetal stages and I am just as excited as everyone else in her comments section. 

2 – Adwoa Aboah | @adwoaaboah

Next up is Adwoa Aboah who is an activist first, model second, as well as the founder of the popular Instagram account @gurlstalk. Adwoa is not new to Nike either: just 2 weeks ago, GURLS TALK released their merchandise collaboration with Nike. 

In addition to a documentary called ‘SPIT FIRE DREAM HIGHER’.

Only 1.03% of Adwoa’s followers are interested in fitness but that is not really the focus. What is important is that a large majority of her followers are women, and this is precisely the demographic that Nike is targeting. Considering the campaign has not hired run-of-the-mill athletes, they are likely also focusing on women that are both conventionally and unconventionally sporty. 

Adwoa commands a lot of clout and respect both on social media and in real life due to her tireless work, and it is a clever choice for @nikewomen to pick her as an ambassador. It adds a facet of female empowerment to the sporting brand, whether or not you are an athlete. 

3 – Beatrice Vio | @bebe_vio

Beatrice is an Italian fencer with a physical disability. She, too, is no stranger to Nike Women and has collaborated with them multiple times throughout the year. Considering the fact that the first two accounts belong to people, her collaborations with Nike are actually her most successful brand partnerships so far. 

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Beatrice is also one of two athletes that Nike hired for this campaign. And it is interesting to see that they chose to work with very different kinds of athletes on the outside, suggesting that what is important is what’s on the inside. And, of course, ‘strength in support’ which is their campaign slogan. 

While Jorja and Adwoa cater to an American audience, Beatrice’s following comes almost entirely from Italy. 

Her post is also in Italian and it will be interesting to see how her audience takes to an American campaign. 

4 – Dina Asher Smith | @dinaashersmith

The second athlete in this team is Dina Asher Smith who is an Olympian and a long-running ambassador for Nike London. 

Amongst the four women she has the smallest audience but the second highest engagement rate of 7.05%, which is double the average engagement for micro influencers in the UK

Additionally, it is Dina who pulls in the audience that is interested in fitness: 

She appears to be the archetype of the Nike ambassador (and in some ways she is), but did you know that she is also a fashionista, often gracing the covers of magazines like Vogue and Elle? 

Through all her sporting glory, her third most commented on post this year is of her beautiful shot for Elle magazine. 

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I, personally, love the combination of ambassadors for this campaign and I am looking forward to what’s in store. Stay tuned for a breakdown of the statistics including audience, reach, and media value post-campaign to determine if this collaboration is as successful as we are expecting it to be.

Written by Deesha Menon

Influencer Marketing at Popular Chips. Interested in social issues, narratives, books, social media, and machine learning.

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