By Karen Abdallah, Senior Project Manager, VICE Arabia
In today’s hyper-connected world, social media platforms serve as the megaphones of our time. Brands are now more able to connect emotionally to their audiences by telling compelling stories that highlight personal achievements and amplify the voices of individuals to a global audience.
Nike’s recent feature under their wider campaign “What If You Can?”, conceptualized and produced by our team at VICE Arabia, did exactly this by telling the story of Dur Bali, a standout female basketball player from Jeddah, Saudi Arabia. Thanks to recent research by Parity Now showing that women are 2.8 times more likely to purchase a product recommended by a female athlete over another type of influencer, we were able to formulate a branded content campaign that leveraged this. Female athletes often have great origin stories, which VICE aims to highlight, showcasing the value and trust inherent in diverse voices and compelling narratives.
This storytelling potential that includes co-branded content can span articles, videos, or events that highlight individual achievements in a collaborative way. In this case, it focused on the profile of one of Nike’s signed athletes. These athletes are not just brand ambassadors but integral parts of the narrative. Her story, as part of the co-created content, resonates deeply with audiences in Saudi, and even potentially worldwide.
The campaign itself falls under the umbrella of Nike’s larger “What If You Can?” anthem, aimed at empowering young Saudi women to explore their potential in sports. Launched as Nike's first campaign in Saudi Arabia, the film was shot by acclaimed Saudi filmmaker Haifaa Al-Mansour and seeks to instill confidence and inspire excitement among young girls, encouraging them to embark on their athletic journeys and break through societal barriers. The larger goal is to foster a culture of inclusivity and empowerment. By aligning with brands like Nike, the athletes get the resources they need to excel, while their stories offer Nike and VICE fresh, authentic narratives to share.
Dur Bali’s journey is nothing short of inspiring, making her an ideal fit for this campaign. Playing for both Al Ittihad Club and the Saudi national team, she followed in the footsteps of her grandfather – who was also a professional basketball player – and her remarkable journey has all the universal qualities that make a good story. It motivates young women to expand their boundaries, explore their potential, and to celebrate the flow and freedom that comes from engaging in physical pursuits and embracing the joy of movement.
So, it’s evident that the strategy behind this campaign isn’t limited to just creating content – it’s about sharing stories that matter. The profile on Dur Bali produced by VICE Arabia was then shared organically across VICE and the athlete’s pages and saw significant media amplification on VICE’s social channels. This approach ensured that the content reached a wide audience through VICE’s comprehensive media plan, alongside its digital platforms as well as Dru Bali’s, ensuring maximum exposure. By combining forces, the storytelling becomes richer, focusing on aspects such as personal anecdotes and overcoming challenges, making it relatable and inspiring for audiences everywhere.
Brands also have the unique opportunity to amplify the voices of underrepresented or marginalized individuals. By doing so, they can bring much-needed attention to achievements that might otherwise go unnoticed. VICE Arabia and Nike made a collective effort to highlight the stories of young women athletes in Saudi Arabia.
Beyond the opportunity to create co-branded content, expanding into partnerships with individuals who have compelling stories or noteworthy achievements can be a highly effective tool that benefits both the brands and the individuals. These relationships can take various forms, such as sponsorship, endorsement deals, or co-creation of content. In the case of VICE’s work with Nike, we provided them with raw and authentic narratives to share, showcasing the athletes’ journeys in a manner that genuinely connects with and inspires viewers.
Time and again, and particularly in the social media age, brands have proved their unique and powerful ability to shine a spotlight on the stories of individuals and their accomplishments. By forming thoughtful partnerships, creating compelling content, and highlighting voices that often go unheard, and elevating individual stories, brands can launch campaigns that truly connect with their audiences and inspire on a global scale.
As we move further into the digital age, the skill of telling real, engaging stories will become increasingly vital to offer readers and viewers emotional resonance and insight into the wider human experience. By using their resources and platforms to highlight personal achievements, brands can not only bolster their own image but also play a meaningful role and cement their place in the wider cultural dialogue.
In image above: Karen Abdallah, Senior Project Manager, VICE Arabia
