Dur Bali, a Saudi Arabian athlete, featured in the second installment of Nike’s regional series titled ‘What if you can’.
The video was designed as a documentary-style interview with Bali. It followed her journey into the world of sport, the challenges she faced, and how she overcame them.
Campaign Middle East spoke with Karen Abdallah, Senior Project Manager at VICE Media Group, to gain insights into the creative design of the series. The production agency handled the creative production of the video series. It also carried out the organic and media engagement for the campaign.
The series as a whole aimed to capture the significance of sisterhood in sports in the region.
“The motif of inspiration in this profile piece was crafted through a narrative that brought together key elements of personal legacy, passion, strength, sisterhood, and the joy of movement in sport,” said Abdallah.
To do this, VICE decided to focus on Bali’s story and let Nike’s products take on a quieter role. “Although Nike’s products were included in the video, they were secondary to the story we were telling,” Abdallah explained.
The story began with Bali explaining how her grandfather’s legacy ignited her passion for basketball and inspired her to follow in his footsteps. She then dove into her journey, showcasing her dedication and love for the sport. The narrative took a turn as she recounted her injury, a challenging period that forced her to stop playing the game she loves.
Despite this setback, Bali highlighted the support she received from her best friend and teammate and emphasised the power of sisterhood during trying times. The narrative built up to her return to the sport, celebrating not just her personal growth but also the joy that basketball has brought into her life.
To bring this narrative to the audience in Saudi Arabia, VICE Media Group created a strategy that aimed to maximise engagement with the interview.
To do this organically, the media group created cuts for Instagram Reels and stories. These were shared in posts that had Bali included as a collaborator, so the assets were displayed across two accounts in one post.
“We targeted our specific audience in KSA that engaged with VICE content in the region,” said Abdallah.
“This approach enabled us to create various segments for targeting by developing lookalike audiences that shared similar characteristics to our existing audience.
Additionally, our insights and research capabilities allowed us to qualify these audiences using historical data and surveys,” Abdallah explained.
She also explained that VICE’s audience was the perfect target because insights suggested that they are early adopters and change seekers, “so the video and Bali’s story resonated with them.”
“The campaign exceeded all of its KPIs, including impressions and video views, but what we’re most proud of are the sentiments and the overwhelming love and support we received for Dur Bali,” said Abdallah on the performance of the video.
The video’s main aim was to stay true to the story. “We ensured the content was raw and authentic, capturing the reality of what Dur Bali has been through,” said Abdallah.
“The tone of voice was intimate and personal, allowing the audience to deeply connect with Dur Bali’s experiences.”
Finally, Abdallah advised young up-and-coming creatives in the region to remain close to their cultural roots.
“Captivating content comes from authentic, raw storytelling, so draw inspiration from your own experiences and the rich heritage around you.
Collaborate with others, be open to feedback, and don’t be afraid to take risks.
Remember, the most inspiring stories often come from the heart and have the power to resonate deeply with your audience,” she said.
