For their Better For It campaign, Nike wanted to speak not to the hardcore fitness demo, but to the every day girl who is struggling to get out of bed an hour early to go for a jog. To help inspire this every day girl in an accessible way, Nike turned to Tumblr. I worked with the Nike client and creative agency (Wieden&Kennedy) to guide their Tumblr site strategy, their content strategy, and content execution, helping them get into the mindset of their audience and finesse their posts to help each and every piece of content serve as a piece of micro-motivation.