Grammy-winning rap star Megan Thee Stallion can now add another track to her impressive resume: “Thee Hot Girl Coach” as she unveils her new brand campaign with Nike.
The new campaign is part of Nike Play New series, which invites people to discover sport differently and to define sport in their own way.
In the campaign short, aptly titled “New Hotties,” Megan takes her audience on a journey. She takes her rise to fame back to her childhood, where she highlights the difficulties she faced “trying to find her way”.
Megan is a marketing expert who knows the power of her influence as a celebrity, but also understands the power of storytelling and exploitation. content to create an even deeper connection with his audience. But you don’t have to partner up or be a celebrity to start leveraging storytelling in your marketing. Here are five takeaways from Megan Thee Stallion and Nike’s marketing campaign.
1.) Clarify your message
Every brilliant marketing campaign starts with an idea. An idea that is taken and turned into a story that resonates with its target audience and communicates a clear, cohesive message.
Megan Thee Stallion’s collaboration with Nike revolves around a message of empowerment and upliftment. The campaign builds on Nike’s Play New campaign, which encourages you to find joy in movement and play even if society doesn’t think of you as a traditional athlete.
âPeople like to tell us what we can and cannot do. But we don’t hear that. Real hot girls know it, no one can define us but us, âMegan says in the video.
The message is clear: everyone can practice new activities and define sport in their own way. As you think about your marketing campaigns, ask yourself the following questions:
- What message do you want to communicate to your audience?
- How can you effectively communicate the value of your product or service?
- What are the key themes you want to weave into your message?
This overarching message and the main pillars of messaging are the focal points of the campaign and help inform the message delivery and story telling.
2.) Link your campaign post to a trending topic
One of the best ways to grab the attention of customers, prospects, and even the media is to tie your marketing campaign message to a topical topic that is relevant to your audience and your product or service.
In Megan’s campaign video, the creative and marketing teams were able to link the overall campaign message âeveryone can play again and define sport their own wayâ and link it to key themes such as as self-esteem, body positivity, and well-being. All are defended by Megan herself.
Prioritizing mental health and wellness has received a lot more attention, especially in the aftermath of the pandemic, as people have started to think more about their priorities.
Body positivity and inclusiveness are also themes championed and embraced even more today, as they resonate with large groups of people struggling with these issues.
Other examples of broader themes and trending topics include sustainability and financial literacy.
It is not always easy to make these connections, but it is essential to see how your product or service fits into the wide range of what is going on in the world.
Key tip: Make sure the connection you make between a trending topic is genuine and resonates with your ideal audience.
3.) Create context through positioning
Nike is known worldwide as a sports brand that sells sports and athletic equipment. From the outside, you might think the brand is only for professional athletes. But Nike has mastered the art of positioning its products and reaching new audiences through its brand messages and campaigns.
They have succeeded in creating a message that appeals to almost everyone – âdo itâ. And this central message is constantly incorporated into their campaigns because it is who they are.
Through their collaboration with Megan, they’ve presented their brand in a slightly different light to appeal to an audience that isn’t professional athletes, but they love to try new things, explore, and stay in shape.
Positioning allows you to create context for your product and attract different audiences.
4.) Tell a story
Megan’s video took viewers back to her childhood and featured the story of a young girl struggling to find her way. Many of us can understand this account of trying to figure things out.
Everyone loves a good story. Stories help us create context, build relationships, and remember things. Stories also have an emotional appeal that taps into our own emotions and can help us resonate and connect.
Brands that use storytelling in their marketing create a link between the problems their audience faces and the solutions they offer.
5.) Takeout for you
Celebrity brand and influencer brand campaigns are taking off, but you don’t have to partner with a celebrity to start leveraging storytelling in your marketing. Much like Megan, Thee Hot Girl Coach, you can start leveraging messaging and branded content in your marketing strategy to create a central message and story that resonates with your audience.
Like Megan said, “Real hotties, put on other hotties.” Take a look at your message and positioning to make sure you’re leveraging the power of storytelling to connect what you offer, the value it brings, and what interests your audience.
Tiffany Trotter is a branding and content strategist aimed at helping entrepreneurs leverage the power of storytelling to communicate clearly with their audience, attract more customers and drive more sales. She is also the author of the new Amazon version # 1 Brave Little Firsts: Notable Firsts from Women Around the World.