As a way to celebrate women who regularly embrace physical movement, Nike set up a clever active campaign in Moscow that combines online and offline content.
The Nike campaign targets a very specific type of woman: one who is physically active, as well as active on social media. To do this, Nike scoured the Instagram platform for moments tagged with the brand's "Better for It" hashtag. Rather than having the interaction stop here, Nike developed personalized street art that was created after the most inspiring women on the social platform.
Over the course of the 'Instaposter' campaign, more than 25,000 people made use of the hashtag on Instagram, sharing inspiring posts in the hopes of becoming the subject of custom street art created by Nike.