Here’s how I developed a content calendar and creative that speaks to seasonal moments and highlights priority products.
The Ask
Create seasonally-driven content that fills calendar gaps and engages Members year-round, and engages member interests through seasonal, cross-category consumer moments.
The Challenge
Delivered volume and clicks are declining YoY, despite strong CTR, indicating a need for broader engagement strategies. An over-reliance on promotions is limiting deeper engagement with priority segments.
The Result
While testing is still in progress, the content calendar framework has already:
Shifted Nike’s comms mix beyond heavy promotions by introducing editorial and seasonal storytelling.
Created new testing opportunities to measure how brand-led content can sustain engagement year-round.
Provided a repeatable structure for filling calendar gaps with content that speaks to Member priorities.
Early signals show promise, with ongoing tests designed to validate the impact on engagement and delivered volume.
Year: 2025
Client: Nike EMEA Lifecycle
Team:
Strategist: Priscilla Smart
Designer: Dalton Shaul
Writer: Kendall Sand
Creative Director: Ari Vance-Borland
Project Manager: Nadya Matiya